AFIRE Podcast #58: Franchising Evolution

(Featuring Gilda Perez-Alvarado, Global CEO, JLL Hotels and Hospitalities)

The pandemic has heavily impacted the hospitality sector, but a growing wave of non-traditional investors has shown heightened interest in getting a piece of the evolving industry.

While certainly not approachable to every kind of entrepreneur, hotel franchising can be a great way to diversify a portfolio and bolster income.

With the lodging industry ready to move forward, third-party management and franchising agreements have come to the forefront of impacting global investor interest, with hotel owners demanding increased flexibility, deeper focus on operations, and more control of their assets.

On this episode of the AFIRE Podcast, Gilda Perez-Alvarado, Global CEO of JLL Hotels and Hospitality, talks about the expected demand for hospitality and what’s going to happen next for hotels as reopening continues in the US.

Listen now on your favorite podcast service (Apple, Google, Spotify) for the full episode.

This podcast is based on the article “Hoteling 2.0: Franchising Evolution” from Summit Journal (Spring 2021). Read the full article here.



Gilda Perez-Alvarado is the Global Chief Executive Officer of JLL Hotels & Hospitality, where she is responsible for investment sales, debt and equity placement, strategic advisory and asset management. Additionally, Gilda leads the group’s Global Hotel Desk, a specialized team of cross-border investment sales professionals based in the Middle East, Asia Pacific, the Americas and Europe. Previously, Gilda served as a Managing Director, focused on full-service investment sales throughout the United States and globally.

In the past 24 months, Gilda has utilized her global experience to coordinate the sale of several high-profile assets including the Plaza Hotel in New York, Fairmont Copley Plaza in Boston, St. Regis San Francisco, InterContinental Porto, Waldorf Astoria Edinburg, Four Seasons Toronto, and the Silverbirch hotel portfolio in Canada, among others.

Gilda also serves as a member of JLL’s Global Capital Markets Advisory Group and on the Global Advisory Board of Qiddiya, a PIF-funded giga project in Saudi Arabia. In January 2016, she became the recipient of the Jack A. Shaffer Financial Advisor of the year award at the Americas Lodging Investment Summit.




The publisher of AFIRE Podcasts is not engaged in providing tax, accounting, or legal advice through this publication. No content published in the AFIRE Podcast is to be construed as a recommendation to buy or sell any asset. Some information included in the AFIRE Podcast has been obtained from third-party sources considered to be reliable, though the publisher is not responsible for guaranteeing the accuracy of third-party information. The opinions expressed in the AFIRE Podcast are those of its respective contributors and sources and do not necessarily reflect those of the publisher.


Benjamin van Loon, Communications Director | +1 202 312 1405