Coffee with a T-bird hosted by Alex Rozenfeld

Scaling Mountains and Hotels: Michael Johnston's Journey from Private Equity to Hospitality and Beyond

Episode 22

In this conversation, Michael Johnston shares his fascinating journey from strategy consulting and private equity to becoming a hospitality entrepreneur. He discusses his early travels, the impact of his Peace Corps experience in Ukraine, and the challenges of navigating the Ukrainian economy while working in private equity. Michael also delves into the founding of Aspen Company, his vision for luxury boutique hotels, and the innovative strategies he employs to enhance guest experiences and operational efficiency.


https://theaspencompany.co/

https://www.linkedin.com/in/michaelajohnston/


About Michael in his own words:

I’m a hospitality executive and entrepreneur with a passion for building and scaling brands that blend design, experience, and operational excellence. My background spans strategy consulting, private equity, and hospitality, giving me a foundation for leading complex projects from vision to execution. After earning my MBA, where I focused on international business, I went on to advise global clients on growth and turnaround strategies during my time at KPMG and Deloitte.

 Over the past fifteen years, I’ve led businesses in six countries, with a focus on Europe and the U.S. I served as CEO of RHC, one of Eastern Europe’s largest hotel investment companies specializing in full service internationally branded hotels, where I developed nine hotels in nine cities and led the company through a successful exit at 22x EBITDA. 

Most recently, I founded The Aspen Company, a design-led hospitality investment and management company. To date, we have acquired and repositioned two iconic properties—Liss Ard Estate in Ireland and Abbaye de la Bussière in France—both members of Relais & Châteaux and recipients of top industry accolades. I’m also a Partner in our family-owned hotel investment and management company, Las Brisas Hotel Group, based in California, which has owned and/or operated seven hotels in California and Arizona. 

My approach combines hands-on operational leadership with strategic clarity and a strong investor mindset. I thrive in environments where creativity meets discipline — whether repositioning underperforming assets, building teams, or bringing new concepts to market. 

Alongside hospitality, I’ve also expanded co-working and lifestyle concepts, always with a focus on brand, community, and experience. I speak Russian and Ukrainian and am learning Portuguese and have lived in nine countries—an experience that has deeply shaped how I lead, collaborate, and build across cultures.

This podcast is sponsored by Freshwater Investments