Julia Birzele International Hospitality Pioneer
Julia Birzele, is a pioneer in the international hospitality scene, with a career spanning over a decade in lifestyle hospitality, Julia has established herself as an international operator and trusted troubleshooter across her portfolio of brands. She has successfully delivered high-profile projects in more than 10 countries including the UK, Spain, Italy, Greece, USA, Egypt, Mexico, and Turkey, launching and directing iconic venues such as Lío London and the Casa Cook collective, whilst leading operational and brand strategies for global names like Pacha Group and Lío Group.
Julia’s expertise lies in brand management and expansion, strategic project delivery, and operational excellence. She is as comfortable building and leading multinational teams as she is negotiating partnerships, overseeing financial performance, or shaping guest experiences that drive brand loyalty. Whether managing complex new openings or aligning global brand consistency, Julia thrives in fast-paced environments where adaptability and precision are paramount.
This year Lío group has celebrated 15 years of extravagant entertainment at the flagship ibiza location and a record breaking season across their international venues.
Julia discusses with Luxury Hospitality Magazine her career and thoughts for the future of the industry
What inspired you to pursue a career in international hospitality, and how did you first get started?
That was actually never planned, but just happened naturally. I always wanted to become a TV producer and did a degree in Media Economics at an internship with a major German TV station, where I realised that without a network this would be a long long way to go. So after I finished my degree, I decided to take a 6 month break to go and work in Ibiza for the summer. I fell in love with the island, got a stable job at Coco Beach and then decided to stay. I guess the international melting pot visiting the white isle, the level and the lifestyle of Ibiza’s hospitality scene naturally forms you into a 360-hospitality professional that sets a perfect ground for an international career.
Having launched and led venues across more than 10 countries, what are the key challenges of adapting a brand to different cultural markets?
Every market has its own rhythm — what works perfectly in Ibiza might fall flat in Dubai or London. The main challenge is finding that balance between staying true to the brand’s DNA and making it feel authentic locally. You can’t just copy-paste a concept; you have to understand the local audience, their social habits, even how they like to celebrate or dine.
The other big challenge is managing people. Leadership and communication styles vary hugely across cultures, so it’s about being observant, respectful, and adaptable. Once the team feels understood and the brand feels relevant to its guests, everything else tends to fall into place.
Can you share a particularly memorable project or opening that tested your operational and strategic skills?
One project that really shaped me was a hotel opening on Egypt’s North Coast. It was a tight timeline, a new market for me, and a completely different cultural environment. I went in with a very German, efficiency-driven mindset and quickly learned that this approach wasn’t going to get the best out of the local team.
The culture there is far more relationship-focused and based on trust. You build success through
people first, then process. Once I shifted my style, slowed down, and embraced their way of working, everything clicked. We delivered a strong opening, the partnership was fantastic, and the local owners even asked if I could stay on permanently.
It really reinforced something I now consider one of my strengths: adapting my leadership to the culture I’m in. It taught me that cultural intelligence isn’t just useful; it’s critical to leading internationally.
How do you balance maintaining a consistent brand identity while allowing for local flavour and cultural nuances?
For me, the key is knowing what’s non-negotiable. Every brand has a core, its DNA and soul, and that must remain consistent wherever you go. With Lío for example: glamour, playfulness and world-class entertainment are not up for debate.
But how that soul is expressed should flex. Music, food, humour, even pacing of the night, that’s
where local insight is essential.
What trends are you currently seeing in lifestyle hospitality, and how are they shaping guest expectations globally?
Attention spans are getting shorter, travel is faster, and bucket lists are getting longer. Guests today want more in less time, and they’ve already seen a lot. A nice photo for Instagram is no longer enough.
What people are really looking for are experiences that feel personal and emotional — something that surprises them, makes them laugh, or genuinely connects them to the moment. And because expectations are higher than ever, the pressure on operators is to deliver that “wow” feeling throughout the whole journey, not just with one hero moment.
In short: in my opinion the future belongs to concepts that combine great storytelling with real depth. Places that stay with you long after you’ve gone home.
With Lío Group celebrating 15 years in Ibiza, what do you think has been the key to its longevity and continued success?
When Lío opened 15 years ago, it was actually one of the very first dinner shows in the world. We helped kick off the whole “dining with entertainment” concept that’s now become a global trend. From the beginning, we’ve never stood still. Every year we create a completely new show from scratch, from choreography and music to hand-made costumes and stage design. That constant reinvention keeps it exciting for both our audience and our team.
I also think the world has shifted in our favour. Since the panemic, people value experiences more than ever, they want to feel something, not just go somewhere. And that’s exactly what Lío offers. It’s immersive, emotional, and a little bit unpredictable, which is probably why it’s still thriving after 15 years.
How do you approach team building and leadership across multinational teams?
For me, team building starts with genuine curiosity. I like to get to know my people as individuals – everyone has a story, and when you take the time to listen, you unlock so much trust and creativity.
When I build new teams for openings, we always do simple bonding exercises, like “two truths and a lie.” You wouldn’t believe the surprising things that come out of those conversations. At one point, our DJ booker turned out to be a trained architect. These moments instantly break down barriers and remind us we’re more than just our job titles.
Once people feel seen and valued, collaboration becomes natural. Then it’s about giving them space and autonomy. Different perspectives are what keep ideas fresh in our industry, and my role 
is to connect those strengths and guide everyone toward the same goal.
Looking ahead, what innovations or experiences excite you most in the future of international hospitality?
I think we’re at a fascinating moment where hospitality is being redefined. Concepts are blending. Restaurants, hotels, entertainment and lifestyle no longer sit in separate boxes. Guests want something that feels complete: a place to dine, dance, connect and discover in one flow. The pandemic accelerated that shift. If people go out now, it’s with intention, they want an experience that feels worth it.
At the same time, guest behaviour is changing fast. People are more health-conscious. They’re going out earlier, drink less alcohol, prefer lighter food options, and are looking for experiences that make them feel good on every level. Hospitality has to evolve with those values.
And of course, AI and technology will play a huge role. The beauty of our industry is, that it will always need the human element in it, but technology can help to elevate this not replacing the human touch, but enhancing everything around it: personalisation, seamless journeys, smarter operations.
So what excites me most is this blend of creativity and intelligence. Concepts that surprise us emotionally, while being designed around how people actually want to live today. We’re entering a new era of hospitality — and I’m excited to be part of shaping it.
