JOEL A. FREYBERG
Oyster Bay Cove,USA
Summary
Strategic hospitality and asset leadership executive with 30+ years of experience repositioning luxury properties, guiding ownership groups, and elevating complex assets to market-leading performance. Recognized for transforming underperforming or transitioning properties into high-performing luxury destinations through operational redesign, capital improvement strategy, brand positioning, and guest experience refinement. Trusted advisor to hotel owners, investment groups, developers, and private stakeholders across luxury hotels, lifestyle assets, mixed-use environments, and branded residential concepts. Known for aligning physical product, service culture, and financial performance to maximize long-term asset value.
Overview
22
22
years of professional experience
Work History
Founder & Principal
JAF Hospitality
01.2025 - Current
- Founder of a boutique advisory and consulting firm partnering with ownership groups, developers, and leadership teams to elevate luxury assets beyond traditional hospitality models.
- JAF Hospitality specializes in strategic repositioning, operational refinement, and experiential alignment across hotels, private clubs, residential developments, and mixed-use luxury properties.
- Conduct comprehensive property immersion audits evaluating operational systems, brand alignment, guest journey mapping, and revenue opportunity
- Advise on capital improvements, sensory design, and luxury positioning to increase long-term asset value
- Align physical product, service culture, and sales strategy to strengthen competitive market positioning
- Develop rapid implementation strategies aligned with LQA, Forbes, and AAA standards
- Activate strategic partnerships across PR, branding, F&B concepting, wellness integration, and design collaborations
- Guide ownership teams through transformation initiatives from audit to execution
- JAF Hospitality serves as a strategic platform for Joel’s executive leadership expertise — offering owners direct access to decades of luxury operational authority.
Managing Director & Vice President, North America
The Doyle Collection
01.2021 - 01.2025
- Recruited to spearhead North American business strategy and oversee brand relaunch initiatives.
- Led portfolio repositioning efforts to strengthen brand presence and operational performance
- Directed executive teams through strategic alignment of goals, capital priorities, and market positioning
- Oversaw cross-functional transformation initiatives across operations, sales, and guest experience
General Manager
The Dupont Circle Hotel
Washington, DC
01.2018 - 01.2021
- Led comprehensive repositioning and renovation of 327-room luxury hotel.
- Oversaw full renovation of guestrooms, public spaces, and food & beverage concepts
- Rebuilt executive leadership team and restructured sales strategy to improve ADR and RevPAR
- Increased new business acquisition by 18% year-over-year
- Strengthened community and stakeholder partnerships
- Elevated overall brand perception and long-term profitability
Managing Director
Royalton Park Avenue / Gansevoort Park Avenue
New York
01.2015 - 01.2018
- Recruited during ownership transition to reposition property and stabilize performance.
- Implemented new brand standards following acquisition
- Improved ADR through strategic room reclassification and product repositioning
- Secured acceptance into Virtuoso Program
- Elevated property to AAA Four-Star status
- Reduced operational expenses while increasing quality benchmarks
General Manager
The Chatwal, New York
01.2008 - 01.2015
- Selected to execute owner’s vision for creation of a landmark luxury boutique property in NYC’s theatre district.
- Directed restoration of landmark building with $1.3M per key development investment
- Established operational and service standards aligned with Forbes Five-Star and AAA Five-Diamond benchmarks
- Achieved LQA score of 92.9% within first six months
- Developed luxury retail and spa partnerships to enhance experiential positioning
- Created operational template for future Chatwal brand development
Executive Director / General Manager
Waldorf Towers, Waldorf=Astoria
01.2006 - 01.2008
- Executive responsibility for flagship all-suite luxury residential hotel tower.
- Oversaw elite guest and resident services including diplomatic clientele
- Negotiated long-term residential leases increasing revenue 18% year-over-year
- Elevated mystery shop scores to 94%+
- Managed cross-functional service delivery across multiple operational divisions
Hotel Manager
Hotel Gansevoort
New York
01.2004 - 01.2006
- Founding operational executive for lifestyle luxury property in NYC.
- Developed service standards achieving Forbes Four-Star and AAA Four-Diamond
- Created SOPs and operating frameworks for long-term operational scalability
- Acted as ownership liaison during enhancements and renovations
Education
Bachelor of Arts - Business Administration, Marketing & Retail Management
New York University
Skills
- Asset Repositioning & Turnarounds
- Luxury Brand Strategy & Positioning
- Development & Renovation Oversight
- Operational Audits & Performance Optimization
- Ownership & Investor Relations
- Luxury Service Culture Design
- Concept Development (F&B, Lifestyle, Wellness)
- Capital Improvement Strategy
- Revenue & Profitability Growth
- Team Leadership & Executive Development
- Staff training/development
- Operations management
- Cost reduction strategies
- Budgeting and forecasting
Timeline
Founder & Principal
JAF Hospitality
01.2025 - Current
Managing Director & Vice President, North America
The Doyle Collection
01.2021 - 01.2025
General Manager
The Dupont Circle Hotel
01.2018 - 01.2021
Managing Director
Royalton Park Avenue / Gansevoort Park Avenue
01.2015 - 01.2018
General Manager
The Chatwal, New York
01.2008 - 01.2015
Executive Director / General Manager
Waldorf Towers, Waldorf=Astoria
01.2006 - 01.2008
Hotel Manager
Hotel Gansevoort
01.2004 - 01.2006
Bachelor of Arts - Business Administration, Marketing & Retail Management
New York University