About ME

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I've spent 25 years asking the same question from different vantage points: what actually drives demand — and who controls it?

That question has taken me from rebuilding loyalty economics at Air Canada and Qatar Airways, to launching Accor Live Limitless across 40+ brands, to architecting the commercial platform now serving 640+ hotels across 63 countries at Minor Hotels. Along the way I've come to believe that the organisations which win over the long term are not the ones with the biggest marketing budgets or the most hotels — they are the ones that own the relationship with their customer, govern their data with intention, and build brand equity that compounds.

Hospitality is at an inflection point. Demand is fragmenting. AI is reshaping how travellers discover, decide and book. Distribution power is shifting. The brands that treat these as operational challenges will fall behind. The ones that treat them as architectural opportunities — to redesign how they create and capture value — will define the next era.

That is the lens I bring to everything: commercial strategy as architecture, data as a strategic asset, brand as long-term capital, and AI not as a tool but as a fundamental reshaping of who owns the customer relationship.

I write about these ideas here. I back founders building at this intersection. And I lead these transformations professionally — with the conviction that the gap between insight and execution is where most organisations lose.