Principal, Real Estate & Development
Jonathan was born on the island of Oahu, as were his wife Malia and two young sons Jack & Dylan. Jonathan graduated from the University of California Davis and soon entered the commercial real estate arena in San Francisco. He co-developed a number of condominium projects in San Francisco in the 1990’s before re-discovering the hospitality business. Hawaii and hospitality are rooted in Jonathan’s family history as he grew up working in his father’s restaurants in Waikiki. The Shorebird and Ocean House are still operating today.
Jonathan returned to Honolulu in 2000 to pursue several real estate projects and was the operating partner for Waikiki’s first modern day boutique style hotel, Bamboo. The hotel later successfully sold hotel condominiums as it operates today. Another notable Maui project was Aina Nalu in Lahaina. This property was a 475 room hotel, nine acres in total, in the heart of Lahaina. Jonathan and his partners converted the hotel into 192 “for-sale” hotel suites after acquiring the land from Kamehameha Schools. In 2008, Jonathan and his business partner teamed up to transform a former exclusive Japanese private club, unknown to the travel world, into what he later named “Hotel Wailea”. Hotel Wailea (www.hotelwailea.com) is now a nationally-recognized luxury property in the press and is Hawaii’s first ever Relais & Châteaux hotel and restaurant. It was a natural evolution to help shape other properties’ performance and perception in markets. Private Label Collection (www.private-label-collection.com) is the management company with the operational and creative talent to accomplish these projects.
Jonathan is also the owner of a small private island in the British Virgin Islands named “Saba Rock” (www.sabarock.com), adjacent to Sir Richard Branson’s Necker Island.
Principal, Management & Operations
Markus currently oversees all operations of the Private Label Collection. Born and educated in Germany and the Netherlands, Markus grew up working in family owned hotels and co-developed his first project in 1998 with his father in France.
Markus obtained a BA in Travel & Tourism Management from Ryerson University in Toronto. Upon graduation, he resided in Canada and held various positions at several hotels, including the five-star Sutton Place hotel in Toronto.
In 1997, Markus joined the bespoke luxury travel company Horizon & Co., where he was quickly promoted to Vice President of Sales & Marketing, and then ultimately appointed President and CEO. In his tenure, Markus established close partnerships with the World Wildlife Foundation, Harvard and the Smithsonian Institute.
Markus most recently oversaw the multi-million dollar renovation and repositioning of Hotel Wailea. Markus assembled a hand picked team to reinvent the resort and added all relevant services for a luxury boutique hotel. Under his management Hotel Wailea was rated in second position on TripAdvisor and received most recently a Readers Choice Award from Condé Nast Traveler.
Director of Marketing & Communications
Graduating with a BSc. Honors in Marine Biology from the University of British Columbia, Christy discovered quickly that a deep love of the ocean wasn’t enough to motivate her into a life of 2am algae-collecting and spiny sea snail dissections. She shifted gears and took on the role of Marketing Coordinator for Happyfrog.ca, a social network for the environmental and socially conscious. Realizing her true passion lay in communication and design, she entered the innovative Communication & Ideation Design program at Langara College.
After moving to Maui in 2009, Christy became the New Media Designer for watersports pioneer, Naish International, and founded her new media company, Mai’a Media Design.
Christy joined Private Label in 2012, undertaking the rebranding and marketing of Hotel Wailea. She has since become an integral part of the team, overseeing all aspects of brand development, marketing and social media.
Director of Digital Marketing
Amber is a digital marketing consultant who specializes in increasing top-line revenue and brand recognition for independent resorts and boutique hotels. Amber has collaborated with Private Label Collection since 2014 to develop and execute digital strategies and tactics, leading to substantial growth in the web direct channel. Her areas of expertise include marketing and positioning strategy as well as search engine optimization, paid search management, media planning and social media.
Amber was formerly Director of Client Services at Standing Dog Interactive, a hospitality-focused advertising agency, and prior to that she was Corporate Director of Online Marketing for Aqua Hotels & Resorts. She founded her consultancy in 2012 and has worked with hotels, resorts, vacation rentals, airlines and attractions. Amber received her BA from the University of Colorado.
Director of Revenue Management
Will joined the Hotel Wailea team in 2014 overseeing the revenue management strategy. In addition, Will is a cofounder of Lights On Digital, providing revenue services to independent hoteliers.
Previously with Aqua Hospitality, Will managed the revenue strategy and distribution channel for 15 properties, achieving record breaking RevPar growth during his tenure. Will is technology agnostic having come from the product management industry and has working experience with multiple PMS and CRS platforms. Will holds a BA in Economics from University of Chicago.
Director of Sales
Raised and educated in Belgium, Kelly has a strong passion for the European way of living. Following years of extensive travel she developed a great appreciation for creating meaningful experiences. After graduating with honors from Arizona State University with a BA in French and Communications, Kelly carried her language skills into a senior sales role at American Express working with international merchants.
Drawn by blue ocean waters, she made her move to Maui in 2013 and soon became an essential part of the operational team in one of the most established and highest rated restaurants in Maui.
Coupling her European background with the concept of redefining the travelers’ luxury experience, Kelly moved into a senior sales position at Hotel Wailea, Hawaii’s only Relais & Chateaux. She quickly created a strong communication strategy for the travel trade and was key to launching Hotel Wailea to the travel industry. In addition, she designed a corporate group program and developed several key partnership initiatives. Kelly brings her sales skills to Private Label where she takes pride in representing the brand to partners and travel trade.