Bill Graf

Bill Graf is the founder of ONDA, a hospitality company building a franchise system for small hotels in the world’s leading lifestyle destinations. Prior to ONDA, Bill worked in investment banking and private equity with a focus on large franchise systems across food & beverage, retail, and multi-site medical. He saw firsthand how standardized processes, centralized services, and strong brand platforms could transform fragmented industries — and realized the same playbook was missing in lifestyle hospitality.

ONDA’s first asset, ONDA Playa Grande in Costa Rica, has grown revenues 5x and achieved best-in-class guest reviews since its repositioning. The company is now expanding with a 60-key property in Panama and a ground-up redevelopment in Monteverde, Costa Rica. ONDA’s mission is to deliver global brand consistency and investor-grade operations to a category long defined by independent, under-managed properties.