From One-Man Design Team to Design Director: Sasha’s Hoteza Journey

Q: When did you join Hoteza, and in what role? How has your career developed since then? What are you working on now?

A: I’ve been here since the very beginning — back when Hoteza was just an idea and a few prototypes. At first, I worked part-time, designing everything from mobile app screens to flyers, roll-ups, and catalogs, all in Photoshop, of course. It was scrappy, but exciting.

Over time, I moved to full-time and created design for our entire product line: mobile, tablet apps, HSIA, and the TV system. I also developed our branding and set a unified visual style. As we grew, I realized I couldn’t do it all alone, so I started building a team. Today, I lead design across the company, making sure our products are consistent, designing new features, and helping the team grow.

Q: What has been the most rewarding part of your journey at Hoteza?

A: Seeing the evolution. From early days of “let’s just make it work” to today’s polished, scalable products used by hundreds of hotels worldwide. It’s rewarding to know I helped shape that path — not just in visuals, but in the way we think about user experience.

Q: What’s your philosophy when it comes to design?

A: For me, design is about clarity and emotion at the same time. Guests should feel the product is effortless and natural, while hotels should see value right away. It’s also about consistency — across apps, websites, and even marketing materials. If the design feels invisible, like it just “works,” then I’ve done my job.

Q: How do you keep ideas fresh and stay inspired?

A: I watch what’s happening outside hospitality tech — in music, film, even fashion. Great ideas often come from unexpected places. Also, I learn from our clients: walking through their challenges gives me new perspectives. And of course, the team. Brainstorming together always sparks things I wouldn’t come up with alone.

Q: How would you describe Hoteza’s culture and values?

A: Open, flexible, and collaborative. There’s trust here — you’re free to try, fail, learn, and try again. It’s not about strict rules, it’s about shared ownership. That’s rare, and it’s why people stick around.

Q: Why would you recommend Hoteza to someone considering joining?

A: Because it’s the best mix of freedom and responsibility you can imagine. If you have ideas and initiative, you’ll have the space to make them real. And you won’t be doing it alone — you’ll be surrounded by talented, open people who genuinely care about what they’re building. For me, that’s the kind of environment where you can grow not only as a professional but also as a person.

Q: What would your life look like without Hoteza?

A: Hard to imagine. I’ve grown with this company — not just as a designer, but as a person. For me, Hoteza isn’t just work; it’s part of my story.