Hospitality Veteran Marc Finney Joins TROO Hospitality Board as the Company Accelerates Growth
In hospitality, growth is rarely measured by the number of hotels a company manages alone. It is also reflected in the experience of the people guiding its future.
That is why TROO Hospitality's appointment of Marc Finney as Non-Executive Director represents more than an executive announcement it signals the company's continued investment in strategic leadership as it expands its presence in the UK's hospitality sector.
Beginning in July 2026, Finney will work alongside TROO Hospitality's Board and executive leadership team, supporting the company's long-term growth strategy, investment initiatives, and advisory capabilities. For hotel owners, investors, and developers, his arrival brings one of the industry's most respected advisory voices to a company that has quickly established itself as a modern hospitality management platform.
A Career Built Around Hospitality Investment
Marc Finney's career spans more than 40 years, during which he has advised hotel owners, institutional investors, developers, lenders, operators, and financial institutions on projects across Europe, Africa, the Caribbean, and the Middle East.
Hospitality professionals know him not only for his technical expertise but also for his ability to evaluate opportunities from both an owner's and an operator's perspective, a combination that has become increasingly valuable as hotel investment continues to evolve.
Until 2025, Finney served as Head of Hotels & Resorts Advisory Services at Colliers, leading one of the industry's most respected consulting practices. During his tenure, he directed more than 500 consulting assignments, ranging from luxury resort developments and mixed-use destinations to urban hotels, operator searches, financial feasibility studies, investment negotiations, management contract structuring, and project finance.
His advisory work has helped shape projects at virtually every stage of the hotel development lifecycle, from identifying market opportunities to selecting operators and supporting long-term investment strategies.
Trusted by the World's Leading Hotel Brands
Over four decades, Finney has collaborated with many of hospitality's most recognized companies, including:
- Hilton
- Marriott International
- Hyatt Hotels
- IHG Hotels & Resorts
- Accor
- Radisson Hotel Group
- Mandarin Oriental Hotel Group
- Corinthia Hotels
Beyond hotel brands, his client portfolio includes international banks, investment funds, institutional investors, family offices, and developers seeking strategic guidance on hospitality assets worldwide.
His work has consistently focused on helping stakeholders maximize the long-term value of hospitality investments while creating projects positioned for operational success.
A Recognized Voice in Hospitality Advisory
Finney's influence extends beyond individual projects.
As Head of Hotels & Resorts Consulting at Colliers, he became a familiar presence at many of the industry's leading investment conferences and hospitality forums, sharing insights on market trends, hotel valuations, mixed-use developments, operator selection, and investment strategies.
His educational foundation also reflects a lifelong commitment to hospitality. Finney graduated from the University of Surrey's School of Hospitality and Tourism Management, one of Europe's most respected hospitality programs, where he earned his degree in Hotel & Catering Administration.
For readers interested in his professional background, Marc Finney's public LinkedIn profile is available here:
LinkedIn: Marc Finney
Why TROO Hospitality Matters
Founded in 2021, TROO Hospitality has quickly emerged as one of the UK's fastest-growing independent hospitality management companies.
Unlike traditional hotel operators that focus primarily on branded management agreements, TROO positions itself as a white-label hospitality management and advisory company, allowing hotel owners to retain flexibility while benefiting from experienced operational leadership.
The company was founded by hospitality entrepreneur Winston Zahra in partnership with Millemont Capital Partners, combining decades of ownership experience with institutional investment expertise. Since its launch, TROO has expanded to a growing portfolio of hotels across the United Kingdom, with additional properties in development.
Its service offering extends well beyond day-to-day hotel operations and includes:
- Hotel management
- Asset management support
- Revenue optimization
- Commercial strategy
- Pre-opening services
- Development advisory
- Design and repositioning
- Owner representation
One of TROO's defining characteristics is its owner-first philosophy. Rather than applying a standardized operating model, the company emphasizes customized strategies designed to align closely with each property's commercial objectives.
A Strategic Appointment for the Company's Next Chapter
As hospitality investment becomes increasingly sophisticated, companies are placing greater emphasis on governance, capital planning, and strategic advisory expertise.
Finney's appointment reflects that evolution.
His extensive experience in hotel finance, development, operator negotiations, and investment strategy complements TROO Hospitality's ambitions to continue expanding its management platform while strengthening its advisory services for hotel owners and investors.
For an organization focused on long-term growth, adding an executive who has spent four decades advising some of the world's largest hospitality projects represents a natural progression.
Looking Ahead
Hospitality continues to evolve through changing investment strategies, operational innovation, and new ownership models. Companies that combine operational excellence with deep advisory expertise are increasingly well positioned to support owners navigating this dynamic landscape.
With Marc Finney joining its Board as Non-Executive Director, TROO Hospitality adds one of the industry's most experienced strategic advisors to its leadership team—reinforcing its commitment to thoughtful growth, owner-focused solutions, and long-term value creation.
