Leadership Team
GENUINE Hospitality is led by industry veterans, Rob Willard and Kurt Furlong, both with over 35 years in the hotel industry:
Robert Willard
President, COO & Partner
Hotel operations
35+ years hospitality experience
Former co-owner in CPC & Midas Hospitality
BS, Hospitality Management
In his leadership role, Rob oversees Operations, Human Resources & Accounting and is responsible for assembling and retaining strong management teams at all GENUINE Hospitality properties and supporting the operational efforts throughout them. Co-founder of GENUINE Hospitality, Rob previously served 8-years as President & Partner with Midas Hospitality. Rob began his hospitality career with Winegardner & Hammons in 1989 and worked with Impac Hotels, Lodgian and B.F. Saul Company.
Rob graduated from The Ohio State University in 1991 with a Bachelor of Science degree in Hospitality Management and has been working in the hotel industry for over 30 years. He is known for outstanding performance, high integrity operations and straight-forward management style. His career is marked by relentless dedication to service, profitability and award winning achievement at every level
Kurt Furlong
Chief Revenue Officer & Partner
Revenue generation, revenue management and e-commerce
35+ years hospitality experience
Former co-owner in CPC & Midas Hospitality
BS, Hospitality Management
As co-founder of GENUINE Hospitality, Kurt Furlong’s expertise lies in revenue generation, revenue management, asset management, business planning, negotiation, profit maximization, customer relationship management and e-commerce. Previously, Kurt served as EVP & Partner – Sales & Marketing for Midas Hospitality and Vice President of Revenue for Lodgian, Inc., where he was responsible for revenue generation and revenue strategy for multi-million dollar portfolios of hotels, consisting of varying brands.
A hospitality professional with over 30 years of experience, Kurt has worked in all phases of hotel and restaurant operations. He serves as the 2019 Chair of the IHG Owners Association Board of Directors; he has also chaired the IHG Owners Distribution & One Rewards Loyalty Committees, Hampton by Hilton Advisory Council and The Ohio State University Hospitality Advisory Board of Directors. Kurt holds a Bachelor of Science degree in Hospitality Management from The Ohio State University.
Celine Chen
VP of Operations & Partner
Hotel Operations
A decade of hospitality experience
CHIA
MS, Project Management
B.B.A, Finance
As Vice President of Operations at Genuine Hospitality, Celine manages day-to-day property operations across the Northeast. Her role encompasses overseeing relationships among properties, ownership groups, and brands, as well as supervising Human Resources and Accounting functions within the company.
Celine began her hospitality career as a hotel intern and swiftly advanced to a controller position after graduating from Northeastern University. Her career trajectory includes roles as an Assistant General Manager, General Manager, and regional HR and Accounting supporter with Marshall Hotels & Resorts and TPG Hotels & Resorts. Transitioning to asset management, Celine served as Vice President of Operations for a private ownership group, where she was instrumental in launching a portfolio of newly built, branded hotels in the Northeast.
Joining Genuine Hospitality in 2023 as a VP of Operations and Partner, Celine is renowned for her exceptional attention to detail and commitment to quality-driven results. She also holds a Certified Hospitality Investment Analyst (CHIA) certificate, underscoring her expertise in the hospitality industry.
Adam Miller
Regional Director of Operations
20+ years of hotel experience
Hotel Operations & Sales
With over 15 years of General Manager experience with Hilton, Marriott, IHG, Hyatt, and Carlson brands, Adam supports all the hotel General Managers within the Genuine Hospitality portfolio in every aspect including, Sales, Operation, Human Resource, Payroll, Revenue Management, and Accounting.
Prior to being promoted to Genuine Hospitality’s above property hotel support, Adam had great success as General Manager, opening the 99-room Hyatt Place – Chicago / Wicker Park, where his dedication to hotel culture, customer satisfaction, top & bottom-line performance, delivered a successful opening with RGI of 140+% and top 8% in customer satisfaction of all Hyatt Place hotels in North America, all during the hardships of the pandemic.
When Adam is not supporting his hotels, he can be found on the golf course or catching a Chicago White Sox game.
Randy Rushakoff
Regional Vice President
Hotel Operations
35+ years hospitality experience
BS Business Administration
Randy Rushakoff joined Genuine Hospitality in 2024. Previous to joining Genuine Hospitality he led teams for Midas Hospitality opening the companies first dual branded Marriott, leading to opportunities as Area GM, Senior Area GM, and Vice President of Operations. He is a 35 year veteran of the hotel industry, with a history of building great teams and driving the guest experience. He has earned 16 Marriott awards for guest service including the prestigious Diamond General Manager of the year award. His passion is for creating an award winning culture on property that delivers consistency, reduces turnover, and exceeds expectations of team members, guests, and ownership.
Randy has been successful in operating hotels in suburban, airport, and city center markets in the full service, select service, and extended stay segments. Randy has served as the President of the Charlotte Area Hotel Association & Advisory Board Member Academy of Hospitality Tourism Olympic Community of schools. Randy holds a bachelor of science in Business Administration from the University of North Carolina at Charlotte.
Ross Alpert
Regional Director of Sales
Revenue Generation, Sales Support, E-commerce
15+ Years Hospitality Experience
BS, Business Management
Ross Alpert serves a Regional Director of Sales Genuine Hospitality Group, where they lead with passion, strategic insight, and deep-rooted understanding of the hospitality industry. With over 15 years of experience in full and select service hotels, Ross has mastered the art of crafting unique sales strategies that deliver tangible results.
Before joining Genuine Hospitality, Ross served as a Regional Director of Sales with TPG Hotels & Resorts where he oversaw a portfolio of branded and independent hotels. Before being a Regional Director of Sales, Ross was a property director of sales at various Marriott’s and independent hotels in New York City.
Ross has a results-driven sales approach firmly rooted in the art of coaching and mentoring. He believes in empowering sales associates to exceed business goals while simultaneously honing their individual skill sets, ensuring their professional and personal growth.
Cristina Garcia
Regional Director of Sales | Revenue Generation | Sales Support | Client Relations
20+ years of Hospitality Expertise
With over 20 years in the hospitality industry, Cristina Garcia brings deep expertise and a proven track record to her role as Regional Director of Sales at Genuine Hospitality Group, joining the team in 2025. Specializing in revenue growth and driving results for a diverse portfolio of hotel brands, Cristina is passionate about delivering exceptional customer service and fostering strong leadership within her teams.
Cristina’s career includes pivotal roles such as Opening Director of Sales, Area Director of Sales, and Corporate Director of Sales Support. In these positions, she played a key role in developing and executing strategic initiatives that boosted brand visibility, increased customer satisfaction, and expanded market share. Her extensive experience in hospitality has honed her ability to cultivate lasting relationships with clients, optimize sales processes, and guide teams to achieve their objectives.
Driven by her love for the industry and a passion for helping others succeed, Cristina continues to inspire teams, lead by example, and deliver measurable outcomes that positively impact business results, hotel performance, and owner profitability.