Head of hotels

Halima leads Criterion Hospitality, the hospitality arm of Criterion Capital, where she specialises in transforming obsolete and underutilised buildings into high-value, sustainable hospitality assets. She has been instrumental in developing Zedwell – Criterion’s in-house hotel brand – which reimagines nontraditional, city-centre spaces such as car parks and department stores. Under her leadership, Zedwell is rapidly scaling across the UK as a new category of urban hospitality. Halima also oversees the operation of Criterion’s wider hospitality portfolio. This includes IHG’s Hotel Indigo in Leicester Square, Victory House Hotel, and Assembly Hotel, as well as the bold rebranding of iconic rooftop destinations such as 1 Leicester Square – the city’s first 1920s-themed rooftop venue – and Miradora, London’s first rooftop, featuring a curated collection of 101 tequilas. A recognised voice in the sector, Halima is regularly invited to speak at industry roundtables, and panel discussions, such as the Annual Hospitality Conference. She also sits on the Mews Hospitality Industry Advisory Board, where she provides thought leadership on innovation, guest experience, and the future of hospitality operations.