OUR TEAM

Richard Lou

Chief Executive Officer

Richard is the founder and CEO of Palette Hotels, directing the company’s development, operations, and investments through it’s senior leadership team. Prior to the acquisition of Palette Hotels, Richard led the LCRE Group, his family business that oversaw the development, investment, and asset management of seven hotels with 1,100 keys in four states. He has built four ground-up developments in New York City and has also led the residential property management and construction/procurement arms of LCRE Group.

As a trusted consultant for the hospitality and real estate industry, he has worked extensively with private equity groups, start ups, and high net worth individuals to create business plans and go-to-market strategies. Prior experience includes Kasa Living, Deloitte Consulting, Tishman Hotel & Realty, and Starwood Hotels. He is a graduate of the Hotel School at Cornell University and has an MBA from Harvard Business School. In his free time, Richard enjoys spending time with his daughter and traveling to new destinations with his family.

Alexandra Starr

Senior Director of Finance

Alexandra has been in the hospitality industry for over 20 years and has held multi-property leadership positions in Sales, Revenue Management, Operations, and Accounting. She has led various disciplines with a focus on profitability, technological mastery, and financial controls. Her most recent roles focused on strategic Managerial Finance and Accounting for multi-branded portfolios of hotels. Her expertise lies in growing teams, building sustainable vital processes, and executing accurate top and bottom-line forecasts, budgets, cash flows, and financial statements for owners and hotel leaders.

Alexandra lives in Pittsburgh and enjoys spending quality time with her teenage daughters (i.e., binge watching shows) and travelling with her husband around the country playing poker tournaments.

George Cantu

Regional Director of Sales

George has been in hotel sales for over 23 years as an Area Director of Sales and Marketing. George has worked and supported multiple hotel brands all over Texas and the US and has developed client relationships that led to his success in the industry.

George has worked with all market segmentations in the industry with 3 of the largest brands (Marriott, Hilton, and Intercontinental Hotel & Resorts). He has experience in the full service, limited service and extended stay sales along with an extensive catering background. For Palette Hotels, George is a Regional Sales & Marketing Director and oversees multiple brands that he supports in his region. His goal is to positively impact each of our assets through higher profits and increased market share by being innovative and creative with each of my hotel. “I’m fortunate and passionate to love what I do. Every day is a new day and a new opportunity for success!

Daniel Lou

Vice President of Construction & Development

Daniel oversees the company’s capital projects and developments. He leads a team of project managers that helps evaluate and execute capital plans, PIPs, renovations, and new developments. He also provides invaluable insight to ongoing repair and maintenance programs, helping to execute on each asset’s short and long term investment goals. Daniel has over 16 years of property management experience. Prior experiences includes Beacon Hospitality Partners, Moody’s Analytics, and Trinity Hotel Investors. He is a graduate of New York University.

Justin Scarpa

Chief Operating Officer

With over 25 years of hospitality experience, Justin is a founding member of Palette Hotels as the Chief Operating Officer, focusing on driving operational excellence. Justin prides himself in delivering an exceptional hospitality experience for team members and guests. Testament to his success is a long-established legacy of team members that have remained loyal to the firm through many years of employment. Responsible for the overall company performance and corporate strategy, Justin remains diligent in achieving strong results for all stakeholders, evidenced by the numerous recognitions and awards received by industry thought leaders.

Previously, Justin served as the Vice President of LCRE Group, maintaining a similar corporate profile. Prior to that, Justin had a 16-year tenure with Marriott International in a variety of senior management roles.

Justin is native to New York, and currently resides in New Jersey. In his free time, Justin and his wife love to travel the world with their three energetic children!

PUNIT SHETH

Head of Business Development

Punit focuses on developing and growing assets under management whilst creating meaningful partnerships with various stakeholders. He also oversees debt and equity capital sourcing, acquisition structuring, finance and cash management, and strategic assignments. He also plays an integral role in guiding investments and business development strategies. Prior to Palette Hotels, Punit spent seven years opening upscale brands like Westin and Sheraton with Starwood Hotels in South Asia. Amongst his achievements are many accolades like GM of the Year 2014 and Best Ramp up Hotel 2013, to name a few. He has also worked with Pyramid Hotel Group in Boston as Director of Finance managing multiple funds and its assets. Punit has an MBA Finance from Bryant University, RI and is a Six Sigma green belt. In his free time he likes to play tennis with his son.

Ashish Khullar

Vice President of Revenue Strategy

Ashish is the Vice President of Revenue Strategy for Palette Hotels. He has more than 15 years of experience in setting commercial strategies as it relates to pricing, channels, and partners management to drive market share, volume, and revenue growth for landmark assets in some of the top travel destinations. His prior revenue management experience includes Highgate Hotels and Marriott International. He has an MBA from University of Massachusetts – Amherst. Ashish has lived and worked in 10 countries. Based out of Miami, he loves acrylic painting and cycling in his free time.

ANA HEIRAS

Corporate Senior Controller

With more than 15 years of hospitality industry experience, Ana maintains oversight of the accounting department, especially the integrity of all reporting, budgeting and cash management activities for the company and its properties. She has been instrumental in transitioning hotels, training General Managers and setting up compliant procedures. Before joining Palette Hotels Developments, she was at HMC for ten years as Accounting Manager. In her free time, she is managing her busy household, family events and two beautiful babies.

LUIS SANCHEZ

Regional Director of Operations

Luis began his career in the hospitality industry in Austin, Texas working as a Management Trainee at the Hyatt Regency Towne Lake, Texas over 25 years back. He completed his education at the University Of Houston and obtained a Bachelor Of Science degree. Prior to joining Palette Hotels Developments, Luis has worked with major hotel brands and has held senior leadership roles in the industry. With his over two decades of Hotel Operations experience, he joins Palette Hotels as the Regional Director of Operations supporting multiple hotel brands in the South East Texas region.

JASON GUTHRIE

Corporate Senior Regional Director of Sales

Jason Guthrie joined Palette Hotels Developments in 2022 as Corporate Regional Director of Sales-IHG Hotels. Based out of Galveston, Texas he comes in with 12 years of Regional Sales experience; having worked for IHG in a sales support capacity. Jason’s experience and expertise includes a honed in approach to consultative sales strategies and training support. Helping on property sellers achieve goals, build viable partnerships with customers, and instilling a passion for hospitality, are a few of his high points. In his spare time, he enjoys traveling and spending the weekends hanging out on the beach. He prides himself as a “Sales Culturalist” and believes a powerful sales culture is the gateway to success.

LINDA SNOW

Corporate Administrative Assistant

Linda Snow has been with Palette Hotels Developments since 2009. During her tenure she’s worked a variety of positions to include: Area manager, general manager and front desk supervisor. She comes with over 30 years of Hospitality experience. Linda recently took a position working in the Human Resource Department as a HR coordinator. She works in tandem with the General Managers ensuring policies, recruitment and payroll are executed. An active co-chair of Palette Hotels Cares committee, she works diligently to work hand in hand with our community partners. On her days off Linda enjoys gardening and exercising and spending time with her husband, Johnny.

LUCY HERREN

Corporate Regional Director of Sales

Lucy Herren joined Palette Hotels Developments in 2021 as Corporate Regional Director of Sales, and is based in El Paso, Texas. She prides herself on providing excellent customer relations, dedication, contract negotiations, and precise attention to detail. She can collectively leverage her knowledge, utilize a consultative approach, and achieve the key success factors to make a positive impact within the industry. Lucy does not hesitate to go above and beyond to ensure complete customer satisfaction. Lucy’s career background includes over 20 successful years of hotel and sales experience. She has worked with clients from across the globe in both domestic and international sales, and she has a keen interest and strong background in the Latin America market. She embraces the creation of innovative strategies and a team-oriented leadership philosophy in diverse and challenging markets. Lucy is dedicated to excellence and integrity and understands the importance of building and maintaining productive relationships. Additionally, Lucy is committed to philanthropic efforts, which is demonstrated through her volunteer work as a Regional Council Member for Make-A-Wish El Paso and as a Court Appointed Special Advocate for children (CASA).

CIELO MILLAN

Regional Director Of Operations

Cielo joined the Palette Hotels corporate team as Task Force Manager and moved up to Regional Director of Operations. Her role is to develop quick and accurate assessments for the overall ‘health’ of an assigned hotel & developing strategies that are focused on optimizing operations. These include hiring, on-boarding General Managers, training, budgeting, guest satisfaction, associate satisfaction and owner satisfaction, revenue management, and timely reporting. She has studied Business Management and International Business in Cali, Colombia at the San Buenaventura University. Over the last seven years she has worked with Marriott & Hilton brands, looking over Full service, Extended Stay, Select service hotels.

NEYRA HERNANDEZ

Staff Accountant

Neyra began her career with Palette Hotels Developments in 2015 at one of the busiest Full-Service hotels in the El Paso Airport area. Her various roles at the hotel ranged from Guest Services to Housekeeping Supervisor and eventually transitioned into an Accounting Manager since the last 3 years. With her great dedication and efforts, in 2021 she joined our core team now supporting over 8 hotels on the Finance side as a Staff Accountant. In her free time, Neyra enjoys gatherings with her family and friends as well as watching movies. Her aspiration is to continue growing her career in the Finance realm as her love for the hotel industry continues to flourish.

BENJAMIN DE LA ROSA

Corporate Controller

With 8 years of experience in the hospitality industry & having worked in various roles for brands like IHG, Wyndham, Starwood, Marriott & Hilton, Benjamin has extensive knowledge of accounting procedures. At Palette Hotels Developments, Benjamin is responsible for the day to day and month end profit and loss statement activities of several hotels within the portfolio, as well as assisting the team during property transitions. He works closely with the properties to assure all their accounting needs are handled in a timely manner. His expertise lies in Budgets/Forecasting, Property Transitions, Cash Management, SOP compliance, Internal Audits and Tax Audits. He has a Bachelor of Science degree in Mathematics with an Actuarial Science Concentration from the University of Texas El Paso. Prior to joining Palette Hotels Developments, he was at HMC for five years as a Staff Accountant and Property Controller. In his free time, he likes to go shopping and play tennis.

EMILY SANCHEZ

Corporate Lead Controller

Emily is one of the newest members of our accounting team and is currently responsible for the properties overall accounting and financial management requirements. She works closely with the General Managers to meet strategic goals of the organization. She is on the path to obtaining her Bachelor of Science in Business Administration with a focus in Accounting from the University of Phoenix. Bringing in over 6 years of experience in medical billing and accounting, Emily offers a helping hand to our human resources team as well. In her free time, she enjoys spending time with friends and family.

Bianca Grijalva

Corporate Human Resource Generalist

Bianca Grijalva joined Palette Hotels Developments in 2019, providing administrative support in the development side of the hospitality industry as a Procurement Manager. She then transitioned into her current role in Human Resources as a Corporate Recruiter in 2021, where she is responsible for the full spectrum of the hiring plan, from identifying needs and sourcing talent to fill vacant positions. In addition, Bianca forms part of the Human Resources team, where she supports all properties with recruitment and onboarding efforts. She is on the road to obtaining her Bachelor of Science in Business Administration with a focus in Human Resource Management from the University of Phoenix. Bianca brings over nine years in the telecommunication industry; she prides herself in her outstanding customer service skills, supporting General Managers and employees by providing positive experiences and enhancing relationships.

Stanley John

Senior Regional Director of Operations

Stan joined Palette Hotels Developments in 2023 serving as Regional Director of Operations for the Dallas/Fort Worth Area; providing oversight, operational excellence and accountability within his portfolio of hotels. With over 20 years of experience in the hospitality industry, including at the corporate level with IHG and at the hotel level including the 2038 room Hilton New York. With a focus on hotel operations, and experience with multiple brands like IHG, Hilton, Starwood and Loews, Stan provides operational leadership to his hotels bringing a comprehensive perspective that well supports the needs of the hotel operations, and maintains a hospitality-driven guest experience to provide value to hotel ownership and the team he supports. Stan resides in the Plano, TX area with his wife and children.

Daniel Rubio

Corporate Human Resources Assistant

Daniel is one of the newest members of Palette Hotels’s HR team. He has extensive knowledge of Human Resources procedures. At Palette Hotels Developments, Daniel performs administrative tasks and services to support effective and efficient operations of the organization's human resource department, assisting the team during property transitions. In addition, he works closely with all the properties to ensure all their HR needs are handled promptly. He has a Bachelor's degree in Nutrition. Prior to joining Palette Hotels Developments, he was a part of the HR Team at a property management company. In his free time, he likes to spend time with his family and friends.

Liz Miller

Chief of Staff and Director of Strategic Initiatives

As the Chief of Staff and Director of Strategic Initiatives, Liz helps shape the company’s trajectory with a keen focus on enabling scalable growth. Collaborating closely with the CEO, she orchestrates the strategic roadmap and unites key stakeholders to achieve both short and long-term goals. Liz’s primary focus is enhancing overall company efficiency and effectiveness by equipping the team with essential tools, processes, and knowledge. Liz’s unique journey began with over a decade in education within the International Baccalaureate Programme. Upon entering the hospitality industry, she played a pivotal role in propelling swift expansion at a San Francisco-based startup. Her contributions encompassed strategic planning, project management, and change leadership through collaboration with the sales, operations, and finance teams. Outside work, Liz loves to travel the world and enjoys quality family time on the beach near her home in West Michigan. She is a proud graduate of the University of Michigan. Go blue!

Rosana Martinez

Director of Human Resources and Risk Management

As DIrector of Human Resources and Risk Management, Rosana is instrumental in executing our company’s people first strategy. She leads a team that is highly focused on our company culture and people operations including recruiting, learning and development, and total rewards. Rosana began her hospitality career in South Beach, Miami, where she worked at several marquee properties including the W South Beach, Mondrian, and Shelborne.
In her prior role, she was a Portfolio General Manager for Kasa, a tech-enabled hospitality company, where she oversaw the operations and asset management of a portfolio of properties across 10 states. Before that, she managed several co-living properties as the Director of Community at Starcity.

Rosana has a degree in Communications from California State University, Long Beach and is currently studying at USC Gould School of Law for a Master of Studies in Law.

In her free time she enjoys exploring her native Los Angeles and spending time with her family and friends.

Karren Alcantara

Operations Coordinator

Karren Alcantara is the Operations Coordinator for Palette Hotels. Karren’s extensive experience at Marriott International, spanning almost two decades across different roles, and involvement in the opening of Courtyard by Marriott Upper East Side and Courtyard by Marriott Manhattan/SoHo, makes her an invaluable asset to Palette Hotels.

Karren’s genuine hospitality shines through in every interaction with owners, leaders, guests, and team members. Her unwavering commitment to exceptional service creates a welcoming and inclusive atmosphere for all guests. Her contagious laughter never fails to put a smile on people’s faces.

Karren believes every new day brings boundless opportunities to learn, grow, and make meaningful connections.