Blog

BTN Interviews Julia Birzele, a global leader in lifestyle hospitality, shares how her career—from Ibiza’s vibrant scene to shaping brands like Casa Cook, Pacha Group, and Lío—evolved through adaptability, cultural awareness, and a people-first mindset. Known for turning complex international projects into success stories, she emphasizes protecting a brand’s DNA while tailoring it authentically to new markets. Birzele credits Lío’s lasting success to its playful spirit, creative reinvention, and deep team continuity. Looking ahead, she envisions hospitality as an ever-blurring mix of dining, entertainment, and lifestyle, where storytelling, emotional connection, and sustainability define the guest experience. Her leadership philosophy centers on empathy, respect, and empowering diverse teams—especially women—to lead with courage and curiosity in a fast-changing global industry.