About Us

Swiss Hospitality Business Advisory LLC

Swiss Hospitality Business Advisory LLC (SHBA) is an independent consulting firm specialising in hospitality excellence and service culture. Founded and headquartered in Armenia, SHBA serves organisations across the hospitality, healthcare, banking, luxury retail, and government sectors in Armenia and the wider region.

We work with hotel owners, general managers, and senior leadership teams to raise service standards, develop talent, and build organisations that are competitive by international benchmarks.

Our core services include:

Strategic advisory and asset management
Executive education and leadership development for mid- to senior-level professionals
Service culture design and implementation
Digital transformation and operational optimisation
Sustainability consulting
Crisis management and business continuity
Customer experience enhancement
Legal advisory, SHBA works alongside selected legal partners in Armenia and Switzerland to support hospitality clients on sector-specific matters including contracts, joint ventures, licensing, and dispute resolution
Turnaround and value enhancement for distressed hotels and restaurants, before it is too late, through mandates from banks, lenders, and owners

SHBA operates as an independent firm and collaborates on a project basis with leading international hospitality institutions and industry partners including EHL, bringing world-class expertise to the Armenian and regional market.

Our Founder & Director

Charles Egli has been active in Armenia for over three decades, longer than most international consultants have been paying attention to the country.

His first engagement dates to 1989, when he arrived for humanitarian work following the earthquake. In 1992, just months after independence, he established Armenia's first fully foreign-owned factory on behalf of a foreign investor, making this venture the first 100% foreign-owned factory in Armenia, navigating a legal and regulatory environment that barely existed yet.

Since then he has developed a track record through many projects in Armenia and the region. He has built Armenia's Hospitality Workforce Intelligence, the first structured mapping of talent gaps across Armenia's hotel sector, and has established working relationships with HR directors and general managers across many significant hospitality properties in the country.

He engages regularly with Armenian government bodies addressing the hospitality sector's structural skills deficit, and serves as a trusted interlocutor between international standards and local market realities.

His Advisory Board, which includes the Founding President of the Armenian Hotel Association, two sitting General Managers of Marriott, a former Director of Michelin Guide Benelux, a Meilleur Ouvrier de France, and a debt restructuring specialist with over USD 1 billion deployed, reflects both the depth of his international network and the seriousness with which he approaches the Armenian market (see below).

Sustainability is not a buzzword for him. Over 35 years ago, he encountered the concept at AIESEC when he was president at his university. This is why he is genuinely committed to developing the world-renowned Green Key certification in Armenia through his strategic partnership with their representative (see Collaboration).

He is based in Armenia. He is not passing through.

SHBA Advisory Board

SHBA's Advisory Board brings together an exceptional pool of international hospitality and business expertise. Members contribute strategic guidance, industry insight, and international networks to SHBA's work in Armenia and the region.

Mikayel Mayrapetyan

(GM Ibis Yerevan Center, President Hotel Association)

Industry expert with total approach to hospitality, where every aspect of the business counts. Background in real estate development, construction, sales, finance and hotel operations. Co-founder and General Manager of ibis Yerevan Center hotel, the first and leading three star international branded hotel in Armenia. Founding President of Armenian Hotel Association, the most prominent and active advocacy organization representing hotels throughout Armenia with main focus on bringing people together for a common good.

Pierre Verbeke

(Former director EHL Advisory Services)

Former General Manager at leading international hotel groups (10 years). Opened/rebranded 90+ hotels globally, including Russia and Georgia. Former Director of EHL Advisory. Specializes in business transformation and customer service excellence.

Yvo van Dijk

(GM Marriott Yerevan)

Hospitality leader with over 15 years of experience across Hilton, Marriott, Hyatt, and Sheraton properties in Europe, Asia, the Caribbean, and the Pacific. Currently GM of Marriott Yerevan, with a proven track record in resort operations, financial performance, owner relations, and talent development — including the founding of the Fiji Marriott Training Academy.

Werner Loens

(Former Director, Michelin Guide Benelux)

Hospitality and gastronomy expert with 37 years at Michelin Benelux, including 20 years as an anonymous inspector and 17 years as General Director for the Benelux. Not to mention his vast responsibilities in more than 20 countries across many continents. Oversaw the evaluation of all starred establishments across the Benelux and contributed to 67 editions of the world famous Michelin Guide. Background in professional culinary training and hotel school education. Deep expertise in restaurant quality assessment, hospitality standards, food safety, and the evolving landscape of European gastronomy. Passionate about sharing his wealth of knowledge and experience with the next generation of hospitality professionals.

Michel De Matteis

(Meilleur Ouvrier de France 1991)

A Chef passionate about passing on his knowledge, Michel De Matteis taught culinary arts and restaurant management at EHL (École Hôtelière de Lausanne). An internationally renowned figure in French gastronomy, he is the recipient of the Prix International Pierre Taittinger in 1988 and holder of the prestigious title of 'Un des Meilleurs Ouvriers de France' in 1991 — a distinction awarded by competitive examination by the French Government only once every 4 years, in which barely a dozen candidates out of approximately 500 entrants succeed. He shares this exceptional cohort with Michel Roth (Bocuse d'Or 1991, former head chef of the Ritz Paris), a testament to the outstanding level of excellence of that class. He built his career in renowned establishments such as La Tour d'Argent and Taillevent in Paris, the Hôtel Mirabeau in Monte-Carlo, and the Royal Palm in Mauritius. Former Chef of the restaurant 1893 by EHL, his joining SHBA's advisory board considerably strengthens our expertise in hospitality and gastronomic management, bringing a dimension of culinary excellence to our advisory offering.

Roushana Sjahsam

(Debt Restructuring Expert)

Hong Kong-based corporate debt specialist with extensive distressed debt and restructuring experience and three decades of experience across debt and capital markets in Asia and Europe. Former Managing Director at Cantor Fitzgerald Capital Markets and Partner at ADM Capital, deploying over USD 1 billion across high-yield bond and private debt strategies, with prior experience at Citibank. Currently Senior Board Adviser, ASEAN, at Zagga, an Australian real estate private credit manager, where she leads regional fundraising across institutional investors, family offices, and wealth managers across Asia. Advised pan-Asian investors on NPL portfolio management, corporate turnarounds, and exit strategies, including serving as Director on company Boards to strengthen governance and reporting frameworks. Brings deep financial expertise to SHBA's advisory mandate, bridging distressed hospitality assets with recovery solutions — enabling banks and investors to engage early on operational and strategic turnarounds for hotels and restaurants.

Natalia Tughushi

(Former GM Lopota Lake Resort & Spa Michelin Key)

Hospitality executive and strategic advisor with 16+ years of leadership experience across luxury hotels, resorts, and multi-property businesses in Europe, the Caucasus, and Russia. Former General Manager at InterContinental, Marriott, Radisson, and Lopota Lake Resort & Spa — which she led to MICHELIN Key recognition. Expertise spans business transformation, asset repositioning, pre-opening projects, and owner & investor relations. Fluent in English, Russian, and Georgian, Natalia serves as SHBA's trusted gateway to the Georgian hospitality market.

Denis Laus

(Former GM Marriott Yerevan)

Strategic Hospitality Professional with proven expertise in operations management and market development, leveraging over 20 years of international industry expertise including senior leadership positions across diverse markets and brands. Notable expertise in the Armenian hospitality sector as General Manager of Marriott Yerevan, with demonstrated success in full-scope hotel operations, revenue optimization, and market positioning. Track record of implementing best practices in service excellence and operational efficiency across full-service hotel properties.

Jochen De Peuter

(EHL Alumni)

Management Consultant with experience in hotel performance optimisation, hotel asset management, hotel feasibility & opportunity studies, hospitality concept development and hotel project developments; but as well in enhancing client experience and client satisfaction across industries among which banks, retail, passenger travel, governmental bodies, healthcare and hospitality.

Why Choose SHBA

Whether you are a boutique hotel looking to refine your service culture, a corporate group seeking to develop your management team, or a government body addressing workforce development at scale — SHBA brings international standards to local realities.

Our holistic approach ensures that every facet of your organisation is optimised: from guest experience to operational efficiency, from leadership development to sustainability strategy.

We are based in Armenia. We understand this market. And we hold it to the highest international standards.

Contact Charles directly