About VOS Consultants
The Commercial Architecture™ Advisory Practice
Powered by Commercial Architecture™
Co-founded by Dayiana Oballos and Kevin Wash, VOS Consultants is an international specialist advisory practice working alongside developers, institutional investors, owners and luxury hotel brands across branded residences and hospitality-led mixed-use developments.
VOS provides Branded Residences Commercial Advisory™ from market feasibility and brand selection through commercial architecture, activation and ownership. Our work connects the decisions made before a development reaches the market with the commercial, sales, operational and ownership realities that determine how the proposition performs over time.
At the centre of our approach is Commercial Architecture™, a proprietary framework created by Dayiana Oballos to connect market opportunity, brand, product, positioning, pricing, sales, buyer experience and ownership into one coherent commercial proposition. Dayiana is the winner of Innovator of the Year at the 2026 Global Branded Residence Awards.
Our practice brings together 50+ years of combined executive experience across Europe, the Middle East, Africa and the Americas in real estate development, luxury hospitality, branded residences and commercial strategy. This foundation is reinforced by direct market intelligence: VOS has reviewed and mystery-shopped 120+ branded residence developments worldwide, evaluating sales presentations, buyer journeys and value propositions as buyers actually encounter them.
This combination of lived lifecycle experience and direct market intelligence allows VOS to connect C-suite decision-making with live market reception, identifying where the distance between strategic intent, market reality and sales execution can compromise commercial performance, and where earlier decisions can protect value later.
Working internationally through remote, onsite and hybrid mandates, VOS brings senior-level commercial perspective to critical decisions, helping clients establish credible market propositions, strengthen positioning and pricing, improve sales performance and protect the integrity and long-term value of the branded residence.
Two Disciplines.
One Commercial Perspective.
Exceptional branded residences are rarely compromised by a lack of expertise. More often, they are compromised by expertise working in sequence rather than in concert.
A feasibility study can support the market.
A brand can support the positioning.
A product can be well designed.
A sales team can be highly capable.
And yet the proposition can still fail to connect.
The commercial question is not whether each discipline is performing well independently. It is whether the decisions reinforce one another, and whether the promise being sold can withstand the reality of ownership.
This is the gap Commercial Architecture™ was created to address.
Where Commercial and Operational Thinking Meet
VOS brings the commercial, market, brand, product, sales and operational perspectives into the same conversation, early enough for one decision to improve the next rather than constrain it.
Because commercial performance is not created by adding good decisions together. It is created by making the right decisions connect.
1- Commercial Strategy & Market Performance
How the commercial proposition is tested, positioned, priced and brought to market.
VOS brings senior experience across international real estate, hospitality and branded residences to the decisions that shape commercial performance, from market feasibility and demand analysis through positioning, pricing, sales structure, execution and governance.
Core expertise:
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Market Feasibility & Demand Analysis
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Commercial Strategy & Governance
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Product, Positioning & Pricing
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Sales Structure & Execution
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Sales Velocity & Absorption
2- Brand, Experience & Ownership
How the right brand, experience and operating model support the proposition beyond the sale.
Our experience extends across luxury hospitality, branded residences, brand selection, operations, brand standards, buyer and owner experience, and the realities that determine whether a brand promise remains credible throughout ownership. We consider not simply which brands are available, but which brand is commercially and operationally credible for the market, the product and the buyer.
Core expertise:
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Brand Selection & Confirmation
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Branded Residence & Hospitality Standards
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Buyer & Owner Experience
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Operational & Experience Alignment
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Brand Stewardship & Integrity
= Where the Two Meet
Commercial Architecture™ brings these perspectives together.
It connects the commercial proposition with the reality of the brand, experience, operations and ownership, allowing decisions made at the beginning of a project to be tested against what they need to deliver in the market and sustain over time.
This is where VOS turns experience across the lifecycle into commercial perspective.
Kevin Wash, Co-Founder,
kevin@vosconsultants.com
Kevin Wash is a commercial and sales strategist with more than 40 years of international experience across branded residences, luxury hospitality and mixed-use developments, with a career spanning sales leadership, commercial strategy and development.
His experience covers sales strategy, commercial positioning, pricing, distribution, sales organisation, performance management and governance, including building and leading international sales organisations of up to 250 agents.
Kevin has advised on 50+ branded residence projects across international markets, bringing a practical understanding of how developments are positioned, priced and brought to market, and how the structure behind the sales operation can influence commercial performance.
His perspective combines commercial strategy with hands-on sales leadership, allowing VOS to assess not only what a development intends to sell, but how effectively that proposition can be translated into the market, represented by the sales organisation and converted with the buyer.
Co-Founder & Commercial Architecture Advisor | Branded Residences Commercial Advisory™ | Sales Excellence, Commercial Strategy, Mixed-Use & Hotel Investment
Dayiana Oballos, Co-Founder,
dayiana@vosconsultants.com
Dayiana Oballos brings 30 years of international experience across luxury hospitality, branded residences, fractional ownership and owner and buyer experience. Her background spans operational leadership, market studies, brand stewardship, client engagement and the implementation of residential and hospitality standards, including experience with Fairmont Private Residence Clubs, Hilton, Sheraton and Wyndham, across 5 different continents.
Her work sits at the intersection of market, brand promise and execution, understanding how the experience presented to the buyer translates into the operational reality delivered after the sale.
Dayiana also brings a strong perspective on communication and experience design through her work with Do Indie Graphic, connecting commercial strategy with the way a proposition is represented, understood and experienced.
At VOS, she brings this operational and experience perspective into Commercial Architecture, helping ensure that the proposition, buyer journey, brand standards and execution remain aligned.
Co-Founder & Commercial Architecture Advisor | Branded Residences Commercial Advisory™ | Commercial Architecture™ | Market, Brand & Lifecycle Strategy
Why This Matters to Developers
Every major decision in a branded residence has a commercial consequence.
The wrong brand, unsupported pricing, weak positioning or a disconnected sales strategy can compromise performance long before the market sees the project.
VOS helps developers challenge these decisions early, protect commercial logic and build a proposition that performs at launch and supports value beyond the sale.