The people behind Xenios Group
Xenios Group was built by practitioners — people who have lived on the ownership, operations, and technology provider sides of hospitality. That experience is what makes the advice practical, not theoretical.
Larry Birnbaum
Larry Birnbaum has spent his career at the intersection of hospitality and technology — a combination he has been passionate about from the beginning. With more than 20 years in senior leadership roles with global responsibilities, he has worked alongside owners, operators, brands, and technology providers, building the kind of cross-stakeholder perspective that only comes from sustained time in each of those environments.
Larry founded Xenios Group around a conviction he holds firmly: hospitality technology decisions deserve the same rigor, accountability, and business discipline as any other major capital or operational commitment. He brings that standard to every engagement — combining deep industry experience with a practical bias toward outcomes over process.
A native Atlantan, Larry lives with his wife, two adult children, and a highly energized Wheaton Terrier. When not traveling, you can usually find him on a golf course or a tennis court.
Matthew Baio
Matthew Baio brings something rare to hospitality technology advisory: nearly three decades of experience inside one of the world's most complex hotel technology environments, followed by senior commercial leadership as a technology provider. He has seen hospitality technology from both sides of the table — and at the highest levels of each.
Matt spent 29 years at Marriott International, progressing from entry-level hotel management to Vice President of Information Technology for the Americas, US and Canada. That tenure gave him a genuine operator's understanding of what it takes to make technology work across diverse properties, ownership structures, and brand standards at scale.
He then joined GuestTek Interactive Entertainment, serving as Managing Director for the Americas — gaining firsthand perspective on how technology providers navigate the hospitality ecosystem, earn trust, and deliver value at the property level. That dual vantage point is exactly what Xenios clients benefit from when Matt is in the room.
Outside expertise. Inside perspective.
Alex Ajdelsztajn
Alex Ajdelsztajn reinvents the way companies understand and delight their customers. A leader who sets direction starting with the "why" — the truth of how customers actually experience a business — he hunts down where the journey breaks and builds the strategy, products, and partnerships to transform it.
His career spans both Hospitality Technology and Aerospace Connectivity, rooted in one common obsession: making technology disappear so people can seamlessly reach the experiences they seek. He has unified fragmented customer platforms into single, seamless front doors, launched mobile products and AI-powered experiences from the ground up, and collapsed processes that once took weeks into moments.
Today, Alex partners with founders and leadership teams who are scaling fast and refuse to let their customer experience fall behind — bringing the lens that has defined his career: start with the customer, reimagine the experience, and hold the organization to results that matter.
Decades on every side of the hospitality technology equation.
Between them, Larry and Matt have advised and led technology decisions across ownership groups, major brands, independent operators, and technology providers — which means Xenios clients get perspective that very few advisory firms can match.
- Owner & developer advisory
- Brand standards & lifecycle strategy
- Operator optimization & support
- Technology provider alignment & sales strategy