An experienced and accessible Executive Team

  • Our executive team has performed best by working closely with ownership.
  • We have been owner/operators. We manage costs like an owner because that’s how we see the business.
  • You get direct access to subject-matter experts on the five cornerstones of profitability: Finance, Operations, Sales, Marketing, and Revenue Management.
  • We’re entrepreneurs, so we’ve created a culture where our employees behave like entrepreneurs as well.

Adam Gollance

President & CEO

Adam joined Modus Hotels (at that time, part of Cafritz Interests) in 2010 as Chief Financial Officer. He oversaw the development and sale of two apartment buildings (450 units total, sold at 17% IRR), led the acquisition of 3 hotels, and developed two micro hotels from the ground up.

In 2020, Adam became President and CEO of Modus Hotels and has stewarded the organization through the pandemic, resulting in not only financial stability but superior RevPAR index for each property. During that time, Adam worked with Hilton Hotels to establish their first micro hotel brand, Motto by Hilton, by leveraging the Modus-managed POD hotels in Washington DC and Philadelphia.

Adam’s financial leadership skills were honed during his 10 years at Marriott International, where he rose to become Vice President of International Finance. During his tenure at Marriott, he was responsible for developing business plans, financial strategies, hotel profit optimization initiatives, asset management, owner relations, and plans for mitigation of business and financial risks.

Adam began his career in commercial real estate at Cushman & Wakefield after earning a BA from the University of Michigan. He holds a MBA from the University of Maryland.


Marco Burlimann

Senior Vice President of Operations & Assets

Marco has a proven track record of developing high performing teams that deliver superior service, while improving the bottom line.

He began his hotel career in Switzerland where he was F&B Director at the luxury Park Hotel Vitznau. As Resident Manager of the Eden Roc, he achieved back-to-back “Best 5-Star Resort Hotel in Switzerland” awards. Marco held roles at Jumeirah Hotels in Dubai and New York. At Jumeirah Essex House, he oversaw the $14 MM, Toni Chi designed, South Gate Restaurant & Bar transformation. At the Doyle Collection’s Dupont Circle Hotel he oversaw the hotel’s post-renovation repositioning.

Marco joined Modus in 2013 and quickly oversaw operations, marketing, human resources, and asset management for all hotels. He successfully reduced employee turnover and improved QA scores resulting in steady growth in GOP and RevPAR. Marco designed the Modus Micro-hotel service model which led to Hotel Hive being ranked #1 in all DC hotels on TripAdvisor shortly after opening. He was instrumental in the development and success of Pod DC and Pod Philadelphia and their later conversion to Motto by Hilton.

Marco earned multiple Hospitality Management degrees in his native Switzerland, and went on to earn Certificates in Hotel Real Estate Investment and Asset Management from Cornell University.


Valerie Bour

Area Director of Revenue Management

Valerie oversees Modus’ holistic revenue management practice. Through her leadership, Modus has generated market leading RevPAR Index before and during the pandemic.

In 2012, Valerie joined Modus to oversee revenue management for two DC hotels. After surpassing goals for GOP and topline revenue, she was given responsibility for 6 more hotels resulting in consistent share growth.

Prior to Modus, Valerie built a strong operational foundation in managerial roles with Sheraton and Denihan Hospitality Group before holding several revenue management positions at Hersha Hospitality. She holds a BA in Tourism from the Universidad del Salvador, Buenos Aires, Argentina.


Travis Breen

Vice President of Sales and Revenue

Since 2017, Travis’s Sales and Revenue Management teams have turned around 10 distinct boutique hotels with double digit RevPAR index growth. Travis also designed the sales model for DC and Philadelphia’s first micro hotel brands, which successfully transitioned to be the first Motto by Hilton hotels.

Prior to Modus, Travis spent 10 years in Sales and Marketing with Kimpton Hotels, where he recruited, trained, and developed an area sales and revenue department that consistently delivered positive GOP and Market Share performance, hitting NOI targets for four different REITs. Travis has also held management roles at Crestline Hotels and Hospitality Lodging Investors.


Josh Runes

Senior Director: Marketing and Training

After 5 years at digital agency TIG Global (acquired by MICROS), Josh joined Modus in 2015 to build the digital marketing practice from scratch. He had an immediate impact on topline revenue: direct website bookings skyrocketed from $4.4M in 2015 to $11.1M in 2019. In that same period, website traffic increased by 30%, conversion increased by 36% and paid marketing ROI more than doubled to 17:1, after being brought in-house.

In addition to managing all brand marketing efforts, Josh leads Modus University, the internal training and development program for the organization that is central to Modus’ excellence in service quality, team development, and employee retention.


Jacqui Vetrano

Manager of People & Experiences

Jacqui is responsible for the vision and execution of the guest and colleague experience at Modus Hotels. In her role, Jacqui works directly with hotel and front office leaders across all properties to create exceptional guest experiences while driving Trip Advisor rankings.

She strengthens the company culture through recruitment, onboarding, training, and retention. She has led company-wide initiatives like our “City Walks” program, training teams on authentic local experiences and driving the Modus Ethos execution.

She is passionate about building positive teams and focused on developing female leaders through Modus’ “Take the Lead” mentorship program.


Aaron Katz

Strategic Adviser

Aaron Katz brings over 25 years of diverse professional experience to his role as Strategic Adviser at Modus Hotels. Katz’s experience runs the gamut from tax accounting at Arthur Andersen to advising Fortune 500 companies as a strategy consultant. His career in hospitality began while leading brand management and strategy as Vice President at Choice Hotels, the world’s second largest franchise company.

Over the past 12 years Katz’s activities have encompassed hotel acquisition, development, and management.


A holistic approach that drives revenue and reduces costs

  • We prioritize cross-departmental information sharing to uncover new revenue opportunities.
  • Everyone contributes to sales efforts. We all understand the big picture.
  • We share specialized, premium talent across hotels to maximize cost management and revenue opportunities for each asset.

Modus’ resource management can provide a typical 150-room independent hotel up to: $450,000 in an annual savings and enhanced revenue benefit.


Engaged and empowered employees

  • Modus colleagues take the initiative for our guests. This raises TripAdvisor scores, which drives revenue.
  • Our strong employee culture promotes work-life balance, preventing costly turnover.
  • We have built a culture of growth and development, investing heavily in continuing education.
  • Our team members love to come to work. This drives accountability in both front and back-of-house roles.
  • Modus Hotels has been recognized by The Washington Post and The Philadelphia Inquirer as a Top Workplace for the past six years (and counting…).

Being opportunistic in the face of change

  • Awareness and agility are core traits. Hotels are not like other real estate assets. The business is highly dynamic. If you have a “set it and forget it” mentality, you will leave money on the table.
  • To keep our edge, we anticipate, respond to, and embrace change in:
    • Demand Generators
    • Market Competition
    • Hotel Technology Evolution
    • Guest Experience Expectations

“Covid-19 devastated many hotel companies, but not Modus. Why? We are nimble. We enhanced our revenue model to include student housing, extended stay apartments, and workspaces, resulting in outsized RGI growth for our owners.”

Marco Burlimann