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Who are we?

YSA is a super specialised advisory firm, which uses the science of service to enhance customer experiences within hotels, townships, destinations and general commerce. The firm is proud of its ability to create compelling service concepts; and thereafter supporting its clients throughout the lifecycle of the concept – by recruiting, training and supervising manpower performance. This ability of supporting concept implementation sets YSA apart from traditional advisors, who may only support one part of the entire value chain.


The central mission of YSA is to work with organisations and clients, to ensure the victory of integrity – integrity of values, ethics, people, business concepts and profit. This philosophy underlines our belief that equitable profits are the most sustainable; and long term sustainability is the best gift we can present to humanity.


 YSA is based in Switzerland, managed by an Indian and sources its experts from all parts of the world – thus combining Asian hospitality excellence, with Swiss precision and reliability.

The Team
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Yateendra Sinh - Principal

Yateendra is an experienced strategist, advisor and coach for the hospitality, tourism, education and services related industries. He believes that the true value of an enterprise is developed through connecting the finer details and human emotions to a macro vision and concept. Having travelled and worked in 50+ countries in the last 3 decades, he is at ease in different environments and understands the art of building strong relationships with clients and client organisations.

Our Associates
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Amit Rathi

Amit has over 2 decades of experience in Consumer Products industry. A Seasoned Finance Professional with strong business (Strategic and Operational) experience gained through an entire gamut of leadership roles with the CPG major NESTLE, both in South Asia and Global HQ (Switzerland). He brings strategic & development insights through M&A transactions, Business Co-piloting & Corporate Finance to add value to business value chain and formulation of business, portfolio and finance strategy.


Macy Marvel

Macy Marvel has extensive professional experience in the hospitality and financial sectors.  Macy was professor of finance and economics at the Ecole hôtelière de Lausanne for 20 years and is a Geneva-based journalist focused on the area of hospitality and tourism. He has also held the positions of financial analyst at Digital Equipment Corporation, auditor at the Geneva offices of PWCoopers and securities analyst at The Value Line Survey in New York. 

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Patrick Willis

Patrick Willis, one of the most experienced and successful operators in the restaurant and hotel industry throughout the world, has been Chief Operating Officer, Board member and Director for the Marlon Abela Restaurant Corporation for the past 2 decades. The inspirational and creative restauranteur has developed iconic restaurants such as UMU, The Square and Greenhouse in London, and Avoce Restaurants in New York City.

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Bharat Avalani 

Our expert in storytelling consultancy, he is the Founder and CEO of Connecting the Dots Marketing Consultancy and the Global Partner of Anecdote International, recognized as a world’s leader in the use of storytelling in business. Amidst all, Bharat has served as President of the International Advertising Association (IAA) Malaysian Chapter, Vice President of the Malaysian Advertisers Association (MAA) and Board Member of the Audit Bureau of Circulations (ABC) Malaysia


Walter Strub

An experienced hospitality professional in Switzerland, Latin America, and the Caribbean. Active in areas as General Management, Food & Beverage, Sales & Marketing, Events, and Project Management. Walter has worked in International hotel groups such as Hyatt International, Caesar Park, Sofitel Luxury Hotels & Resorts, Pestana Hotels & Resorts, Meliã International, and independent properties as a management consultant.

A Swiss & Brazilian citizen, formed at EHL and Gastrovaud - Switzerland. He speaks 6 languages fluently  and Swiss German.

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René Roger

René Roger holds a master’s degree in wine management (DESU) from the University of Paris X, and a master in wine business from the Organisation internationale de la vigne et du vin (OIV). He also holds two certifications in F&B and Beverage Management from Cornell and several other professional qualifications. He continues to be actively in the sector, with on-going consulting mandates including speaking at major wine events, workshops for hotels and restaurants, guidance on cellar investments and wine lists.


Our Address

Chemin du Rang Dernier 13, 1059, Peney le Jorat, Switzerland

Archived Posts

Cutting Edge Trends That Will Define the Global Restaurant Business -5th Aug 2015    See More

Generation Divide in the F&B Sector - 28th July 2015  See More

An Interview with Yateendra Sinh - 2nd of February 2015  See More

NOW Advisory Board, Yateendra Sinh - See More

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