Independent strategic advisory · Madrid / International
We advise and operate alongside owners, investors and leadership teams across hospitality, real estate, experiences and brand — wherever a strategic decision needs commercial judgement, operational realism and the right relationships.
The leadership behind the work
More than 25 years building, transforming and scaling businesses. Former CEO of a hospitality group with 200+ employees. Executive MBA from IE Business School and Brown University. Member of YPO’s Iberia Integrated chapter and the Virtual Advisory Board.
Adorna Advisory is led by Nacho Adorna and brings in the right specialist collaborators when an opportunity calls for them. We work best where a strategic decision needs commercial judgement, operational realism and the right relationships. Independent by design. Collaborative by nature. Close to execution.
“We don’t just design the model. We stay close until it works operationally, commercially and financially.”
Practice
Cross-sector experience, applied with a practical view of what the asset, business or opportunity needs next.
Concept development, operating models and operational transformation for restaurants, food halls, high-footfall venues and multi-unit groups. From the food & beverage proposition to the narrative behind competitive tender processes.
Feasibility analysis for hotel and hospitality assets, standard operating procedures (SOPs), franchise strategy and brand positioning for multi-brand expansion projects.
Design and activation of spaces and experiences in special venues, corporate events and high-attendance formats — from the commercial mix to on-the-day activation.
Brand and product-format development for market entry — retail, festivals and sponsorships — supported by content and audiovisual production to give brands and assets visibility.
Growth strategy, new-market entry and hands-on commercial development — identifying and connecting the right operators, investors and partners around an opportunity.
How we work
Some projects need a long-term advisor. Others need direct involvement, a defined deliverable or one decisive introduction. The model follows the opportunity — not the other way around.
Ongoing strategic support, with or without a board seat, for businesses in growth or transformation.
Direct involvement in the operation and development of a project, with continued day-to-day presence.
Time-bound engagements with a clear objective and deliverable — feasibility, manuals or market-entry strategy.
Connecting operators, investors, brands and assets where the opportunity calls for it.
Experience
Cross-border leadership, growth & advisory
Across hotels, restaurants and organised foodservice: standardisation, multi-location control and scalability.
We shape teams, responsibilities and structures built to deliver the strategy.
Adorna Advisory
Let’s look at what it could become — and what it will take to make it work.
