We are

We turn ambitious hospitality visions into high-performing realities.

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What we do

We are a specialist hospitality consultancy serving global operators, investors and visionaries.

We deliver clear and streamlined solutions to drive growth and operational success using deep sector knowledge, discretion and loyalty.

Who we serve
Co-working Spaces
Hospitality Groups
Investors & Private Equity
Luxury, Lifestyle & Boutique Hotels
Mixed-Use Developments
Private Members' Clubs
SaaS & Tech Providers
Systems
GoCardless
Hubspot
OpenTable
Peoplevine
Sevenrooms
Stripe
Services

CRM & Data Optimisation

We design CRM ecosystems that work, unifying your member data, processes and reporting so teams operate with confidence and clarity.

From audits to launch readiness, every build is structured for adoption from day one.

Operational Strategy

We systemise excellence. From guest experience frameworks to SOPs and team playbooks, we help operators move from reactive to ready, ensuring consistency across every touchpoint.

Revenue & Sales Strategy

From membership pricing and yield management to rooms sales structure and performance tracking, we turn commercial goals into clear, actionable plans.

Our approach combines data insight with operational reality, ensuring every decision drives sustainable growth.

Customer Experience Transformation

We embed CX thinking across your culture. That means joining the dots between technology, people and process to elevate the experience for members, guests and teams alike.

Implementation & Project Delivery

From technology rollouts to membership launches, we lead complex projects end-to-end, translating strategy into tangible results without disruption to service.

Who we are

With over 25 years of experience in hospitality operations and 4 years in SaaS leadership, Tuba Gursoy brings deep expertise in revenue growth, operational strategy and system implementation. Her career spans private members clubs, hotels and mixed-use hospitality spaces across the UK, US and Middle East, where she is known for her calm, discreet approach and no-nonsense commercial insight.
 
As the Founder of Unit 5, Tuba partners with hospitality brands, investors and technology platforms to unlock growth and improve operational outcomes. She has worked with industry-leading names, including Maison Estelle, Home House Collective, The Groucho Club, The Gleneagles Townhouse, The Four Seasons Hotel, Mandala Club, Casa Cipriani, The Ivy Club and Zero Bond. Trusted for her clarity and grounded advice, she supports clients across pre- and post-opening strategy, business reviews and digital transformation.

We worked with Tuba for over four years through both the implementation and ongoing optimisation of our CRM platform. Her combination of deep technical knowledge and first-hand hospitality experience meant she understood our needs intuitively and applied solutions with precision. Tuba engages effortlessly across all levels of the business, which made a real difference in bringing teams together. I would recommend her without hesitation for any project requiring both expertise and impact.

Dionne Atkinson
Home House

I have had the pleasure of working with Tuba across several businesses over the years. Her passion for hospitality and wealth of experience translate seamlessly into every project she delivers. What sets her apart is the ability to turn complex technical, operational, and customer insights into clear, practical solutions that work across all levels of the operation. Her track record of success truly speaks for itself.

Suzanne Shaheen
The Ivy Club