Sani/Ikos Group

Helena de Frutos

Procurement Transformation Authority

Helena de Frutos is a global business executive and MIT Sloan MBA graduate with 20 years of international experience across consulting, retail and hospitality. She is recognized for her strategic acumen, operational excellence and ability to lead transformative change in complex, multicultural environments.

As Procurement Senior Director at Sani/Ikos Group, Helena defines and executes the Group's procurement strategy as a key driver of business performance and profitability. She leads the sourcing of food and beverage, equipment and strategic services, while fostering strong supplier partnerships that support operational excellence and exceptional guest experiences. Through category expertise, data-driven decisions, sustainable innovation, disciplined cost optimization and resilient supply chain strategies, she and her team have enhanced procurement effectiveness, supporting the Group’s continued growth.

Procurement Shapes the Guest Experience

When people think about exceptional hospitality, they often picture elegant resorts, memorable dining experiences or warm, attentive service. Rarely do they think about procurement. Yet behind every seamless guest experience is a supply chain that ensures the right products are available at the right quality, at the right time and at the right cost.

Today, procurement sits at the crossroads of brand standards, guest satisfaction, operational efficiency, supplier governance and sustainable profitability. As hospitality businesses expand internationally and guest expectations continue to evolve, procurement is no longer simply a purchasing function. It has become a key driver of business performance and long-term value creation.

Supporting Growth through Planning and Category Expertise

For luxury and seasonal hospitality businesses like Sani/Ikos Group, the challenge is even greater. Hotel openings, equipment replacements and the introduction of new menus all happen within narrow timeframes. Combined with the challenge of recruiting skilled seasonal employees, success depends on meticulous planning and close collaboration. Well-defined opening timelines that connect every department have become essential to ensure each resort is fully operational before the first guest arrives. Over the past few years, Procurement at Sani/Ikos Group has evolved to support the company's international growth through greater efficiency, transparency, technology, sustainability and stronger supplier partnerships.

A major milestone has been the transition from a hotel-based purchasing model to category management. Procurement specialists now manage specific product categories, allowing them to develop deeper market expertise, stronger negotiation capabilities and greater product standardization.

Equally important has been building teams that combine the fresh perspectives of professionals from different industries with the invaluable experience of long-standing colleagues. This balance has introduced new ways of working while preserving one of the company's defining values, philoxenia. This ancient Greek virtue reflects welcoming and generously caring for strangers through respect, kindness and shared humanity. That same philosophy extends beyond guests to colleagues and suppliers, creating relationships built on trust and long-term collaboration.

Creating Value beyond Cost Savings

Modern procurement is about creating value, not simply reducing costs. Quality, sustainability, supplier reliability, innovation and risk management are now just as important as price. By developing strategic partnerships and consolidating purchasing volumes across international markets, procurement strengthens both business resilience and financial performance.

This transformation depends on close collaboration across the business. Procurement works closely with Warehouses, F&B Cost Control, Master Data, Kitchens, Housekeeping and Operations to align objectives, solve challenges quickly and continuously improve the guest experience.

Using Technology and Data to Strengthen Operations

Technology has become a key enabler of procurement's evolution. Enhanced ERP capabilities reduce administrative work, allowing teams to spend more time supporting hotels and visiting suppliers. A Warehouse Management System improves inventory accuracy, stock visibility and warehouse efficiency.

Data-driven decision-making also plays a critical role. Spend analysis, demand planning and supplier performance measurement help optimize purchasing, reduce waste, improve forecasting and strengthen negotiations.

To gain a complete view of the supply chain, hotel warehouses have also been integrated into the procurement organization. This has enabled the sharing of best practices, more efficient allocation of resources and the introduction of quality inspectors who ensure that only products meeting the Group's standards reach hotel operations.

Driving Innovation and Sustainability through Partnerships

Innovation is another way Procurement creates value by enhancing both the guest experience and operational efficiency. As uniqueness sits at the heart of the Group's mission, Sani/Ikos partnered with leading European wineries to create the Ikos Private Cellar. This exclusive collection of 19 wines is available only to Ikos guests. At the same time, digital buffet labels have improved sustainability, enhanced allergen communication and significantly reduced setup time for operational teams.

Sustainability is another area where procurement plays a leading role. Rather than simply adapting to market trends, the Group challenges suppliers to develop tailored solutions that meet ambitious environmental standards. A good example is the elimination of single-use plastics. To support this initiative, a local Greek supplier developed individually wrapped cookies for the turndown service using industrially compostable packaging that was specially sourced internationally and customized exclusively for the Group's requirements, and minibar plastic items were replaced with glass.

Delivering Excellence behind the Scenes

Procurement's contribution extends far beyond sourcing products. Through strategic supplier partnerships, category expertise, technology, data-driven decision making, efficient warehouse operations and sustainable innovation, it creates value that guests may never notice directly, yet they experience it throughout every stay.

The finest hospitality is built on countless invisible decisions made long before a guest arrives. When procurement performs at its best, operations run seamlessly, hotel teams are free to focus on creating memorable experiences, and guests simply enjoy the effortless excellence that defines true luxury hospitality.