Susanne Williams is Managing Director of The Lakes by Yoo Hotel where she leads the operational and commercial performance, working closely with the founders to shape its next phase of growth whilst transforming the guest experience. She has spent over 30 years in luxury and boutique hospitality, with hands-on experience across rooms, food and beverage, events, sales, marketing and revenue. That breadth allows her to move comfortably between strategy and the day-to-day realities of running an experience-led business. Prior to stepping into the Managing Director role, Susanne was Performance Director and Principal Consultant at Journey, where she led transformation projects spanning commercial performance, technology and operations. Overseeing performance for more than 150 hotels, delivering year-on-year revenue growth of up to 45% through digital strategy, distribution, booking journey optimisation and operational alignment. She remains as an advisor for Journey clients. Susanne is known for her clear, practical leadership style and impactful commercial frameworks helping founders and teams turn ambition into sustainable growth without losing the essence and personality of the brand.