Madalena Andrade
Consultant, Lisbon, Portugal
Madalena Andrade is a strategic consultant with international experience across hospitality, tourism, and supply chain sectors. Her multidisciplinary background combines analytical expertise, operational knowledge, and a strong capacity to adapt across diverse environments.
She has contributed to projects ranging from digital transformation initiatives to market analysis and destination strategy, supporting clients in maximising operational efficiency and commercial potential.
Madalena currently works at Horwath HTL Portugal, where she contributes to tourism, hospitality, and leisure projects. Her responsibilities include market analysis, concept development, and the preparation of strategic proposals, helping clients define and position destinations and hospitality offerings.
Prior to this, she spent 18 months as a strategic project consultant focusing on digital transformation in technology-driven contexts, supporting organisations in optimising processes and implementing innovative solutions.
Before consulting, Madalena lived and worked in Australia for nearly two years, gaining hands-on experience across multiple departments of an international luxury hotel. Her roles spanned Housekeeping, Food & Beverage, Front Office, and Finance, allowing her to develop strong cross-functional skills in communication, management, and hotel operations.
Madalena began her career at a multinational food and beverage company, where she worked for three years in logistics and integrated planning. She led continuous improvement initiatives and process automation projects, strengthening operational efficiency and workflow optimisation.
Client & Industry Focus
• Tourism, Hospitality and Leisure Consulting
• Market Studies and Concept Development
• Destination Strategy and Positioning Support
Academic Background
MSc in Hospitality Management and Operations, Estoril Higher Institute for Tourism and Hotel Studies (ESHTE)
BSc in Applied Mathematics to Economics and Management, ISEG – Lisbon School of Economics & Management
