It all started with this fascination for establishment with character; places that exude a sense of personality and naturally draw people in. Places that stand for something that you cannot quite verbalise but intensely feel.

Working for charismatic boutique hotel brands early in my career, I quickly realised that their beauty had resonance because it was the finalisation of a much deeper understanding of what they were, meant and could offer. Their authentically crafted brand were build differently - they had a clear story that impacted its people and guests; they offered an experience that resonated with their values; they consistently were speaking in the same voice, no matter where from and what for. I was noticing the impact of ‘branding’ before it was a widely understood and applied practice.

The pandemic was a great driver for change - with opportunities for an evolution or to start from the beginning. By choice and sometime by necessity, hoteliers have now to rethink about their brand core strategy, and reflect on the reason why they should continue to be the brand of choice for their customers.

Over the course of my career, I have followed one incredible work opportunity after another that have prepared me in becoming a brand expert with a global lens, ready to solve those new challenges ahead.

I look forward to accompany more industry experts with the desire to create meaning, cohesion, more strength and character, and to build a tailored strategy to further set themselves apart as we all move-on to new beginnings.