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How We Came to Be
Yvette founded Craft House Consulting out of frustration with the direction the hospitality industry was heading.In the 2010s, independent hotel brands and boutique properties were swept up in the consolidation wave that had already transformed much of the hospitality sector. As brands grew larger, they became more focused on efficiency, standardizing experiences designed for the masses — rather than the personalized, unique offerings that cater to individual customers.
While this approach works for large corporate hotel chains, it often falls short for those seeking distinctive, customized experiences. Independent brands are typically born from the passion and vision of founders deeply connected to their brand’s essence. Yet, these founders often face the challenge of scaling their dreams while maintaining business viability. With small teams managing an increasing number of challenges, the last thing they need is a fragmented approach — multiple firms, each focusing on a single aspect of the brand, bickering over limited resources.
Designers might prioritize aesthetics without considering operational efficiency or cost constraints. Operators may focus on guest experience but overlook the creative or financial aspects. Financial advisors, in turn, may zero in on the bottom line without appreciating the nuances of delivering a memorable guest journey.
Yvette envisioned a different approach. She wanted to create a firm that offered a more integrated, holistic strategy — one that seamlessly blended design, operations, finance, and guest experience. At Craft House, we provide senior-level guidance for lifestyle hotels, private clubs, destinations, restaurants, and other hospitality brands. We work closely with clients to define brand culture, develop relevant operating strategies, and create immersive experiences that not only engage and captivate unique lifestyle audiences but also ensure long-term business viability.
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OUR Principals
YVETTE JONG, Founder & Principal, New York
Yvette was born and raised in New York City and graduated from Cornell University's School of Hotel Management. With over 24 years of experience in the hospitality industry, she has been captivated by its evolving landscape and the innovations that keep it both compelling and relevant. Yvette’s career has spanned four continents, where she has worked in interior design, nonprofit organizations, operations, and human resources with Soho House in New York and London, as well as in hotel development with Horwath HTL across the Asia Pacific region. She founded Craft House in 2011 to offer clients a vertically integrated approach, ensuring that their projects are strategically positioned, seamlessly operated, and perform just as beautifully as they look on the cover of Condé Nast. Yvette is a LEED® Green Associate, an author of the HOTELsMag blog "The Good, the Bad, and the Funky," a dedicated community advocate and activitst for all things equity, and a kick ass mom.
JONAS OGREN, Principal, Monaco
Jonas is originally from Sweden but spent his teenage years in Ethiopia. After graduating from Cornell University’s School of Hotel Administration, he embarked on a 30-year career that took him from hotel operations in Beijing to the Northern Mariana Islands, where he served as Managing Director of the Marianas Visitor's Authority on Saipan. He then moved to Singapore to join Horwath HTL, working on hotel development and valuation projects across the Asia Pacific region. Jonas later spearheaded STR Global’s hospitality benchmarking services for the Asia Pacific market. His diverse experience also spans HR, food & beverage, and sales and marketing. Since 2015, Jonas has been based in Monaco. He is the president of SKAL Monaco and is actively involved in several industry organizations, charitable initiatives, and educational programs. Above all, he is a proud father of two.
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OUR Team
MARK SOMEN, Strategic Advisor, Los Angeles
Mark began his hospitality career at sixteen, leading safaris in Kenya for Abercrombie & Kent. He has since held leadership roles at iconic properties including The Connaught Hotel, The Pierre Hotel, Four Seasons New York, and Soho House New York, where he first worked with Yvette. He was also Director of Operations for Soho House North America, overseeing the openings of Soho Beach House Miami, Soho House West Hollywood, and several satellite clubs, and was the CEO of The Conduit, a members’ club in London focused on social impact. Mark is dedicated to philanthropy, and is a proud father of three.
LUKE RINAMAN, Culinary Strategy, Seattle
Luke has over 35 years of experience in hospitality, including 20+ years with China Grill Management as Corporate Chef, Director of Operations, and consultant, where he applied his expertise in concept development and execution. He also worked with Four Seasons and InterContinental Hotels in Miami, Jakarta, and New Orleans. Luke has extensive experience with both independent and hotel restaurants, offering culinary strategies in concept refinement, menu development, repositioning, growth strategy, kitchen design, and training to deliver measurable results for clients.
Peter Mack, In Memoriam
Peter brought over 35 years of global brand strategy experience to Craft House Consulting over the course of 13 years. As co-founder of Elephant LLC and former Executive VP at Enterprise IG and Landor Associates, Peter played a pivotal role in shaping the brand strategies for clients such as Tesla, Singha Beer, Woodford Reserve, Chow Sang Sang Jewelry, Thai Union Group, Nestlé, and countless others. Peter’s legacy lives on in our brand and methodology, and his influence continues to guide our work. He is greatly missed.