An internal promotion on a European scale
United Hospitality Management, the hotel management arm of United Investments Portugal, has appointed Maxine Leal as Regional HR Manager for Europe. She took up the role in August 2026. The appointment moves her from a recruitment-focused remit to managing human resources across the entire European portfolio.
UHM operates properties including Pine Cliffs Resort in the Algarve, Hyatt Regency Lisboa, Sheraton Cascais Resort and YOTEL Porto. The operator describes human capital as the essential driver of service excellence, placing team development and company culture at the heart of its growth strategy.
Five years at the heart of group recruitment
Maxine Leal joined UIP in November 2021 as Talent Acquisition Supervisor. She went on to become Talent Acquisition Junior Manager in 2024, then Regional Talent Acquisition Manager in September of the same year. In that role, she led the group’s recruitment strategy in Portugal and supported its development projects, including the opening of Hyatt Regency Lisboa.
She also identified and attracted candidates for UHM’s leadership positions, contributing to the formation and strengthening of the executive committees (EXCOM) at properties across the European portfolio. Her work extended to UIP’s other activities, notably real estate, and construction and development, which the group says contributed to an increasingly cross-functional and integrated approach to talent management.
According to UHM, her operational knowledge, cross-functional view of the business and ability to attract talent for critical roles have supported the group’s evolution and growth. These qualities have helped strengthen its leadership structures and prepare the organisation for its next growth cycles.
From Pine Cliffs Resort to HR consulting
She began her career at Pine Cliffs Resort, where she worked as a Health Club receptionist during the summer seasons of 2008 and 2009. The property is now the group’s flagship asset, and its management was recently entrusted to Ramón Von Schukkmann, who returned to Pine Cliffs Resort as Complex General Manager.
A psychology graduate of the Universidade do Algarve, she also holds a master’s degree in educational psychology. She is currently studying for a postgraduate diploma in strategic human resource management at Universidade Europeia. Hogan-certified, she began her career in HR consulting at STAIRS – People Advisors in Vilamoura, before working as an HR technician at Dengun, a technology company based in Faro.
A social engagement dimension
In her new role, Maxine Leal also takes charge of managing and coordinating “Somos Mais”, a programme run by UIP dedicated to social impact and engagement with local communities.
Analysis – Human capital as a lever for third-party management
The appointment comes as UHM expands its third-party asset management business, in Portugal as well as in the Middle East and India. For an operator of this kind, the ability to assemble reliable leadership teams quickly bears directly on its credibility with owners. Entrusting European HR to the executive who structured these recruitment efforts ensures continuity of that approach.
At a glance by The Hospitality Tribune
UHM promotes Maxine Leal to Regional HR Manager Europe
Internal promotion after nearly five years with the UIP group (since 2021)
Former Regional Talent Acquisition Manager, involved in the Hyatt Regency Lisboa opening
Built and strengthened EXCOM teams across UHM’s European portfolio
Portfolio includes Pine Cliffs Resort, Hyatt Regency Lisboa, Sheraton Cascais Resort and YOTEL Porto
Also leads “Somos Mais”, the group’s social impact programme
