Customer Experience

It happens in airports, in boardrooms, and in those quiet, late-night hotel moments when a leader finally decides to build something no one else has had the courage to attempt. I’ve been on the road for six weeks. I love hand-picking client projects to lead myself, and these currently include fascinating projects underway in Seoul, Dubai, California, Geneve, and The Kingdom. Five industries, five transformations, each centered on a single question: What does it take to serve

“Are we creating something truly distinctive or just executing someone else’s formula better?” We were discussing an industry plagued by copy-cat behavior where the product is commoditized. Moments later the conversation turned to real estate, and a well-respected real estate millionaire at the table leaned in and said, “Antonia, I could swap the name on my building tomorrow, and my life wouldn’t change an inch.” He wasn’t exaggerating. The ultra-luxury Branded Residential la

.... and think the market has a winning formula on how to do so – you may have already lost. Building offerings for UHNW is not a marketing exercise. It’s a strategic architecture. And right now, most brands are replicating legacy models instead of focusing on where the UHNW space is going. I’m currently leading a fascinating project with a company that understands this. This is a brand with real heritage, deep resources, and the courage to think differently about how they en

And in 2025, it’s akin to declaring that water is wet. This isn’t strategy. It’s nostalgia. Personalization has been the vocabulary of luxury for decades. It’s the language every serious brand has already spoken, scaled, and saturated. From boutique houses to global icons, the concept has been polished so thoroughly it’s lost its edge. So when Hyatt presents it as revelation, it doesn’t feel visionary. It feels like déjà vu. Luxury has always been personal. The question isn’t

... and still found three dawns to disappear into the mountains. Three solo days. Nearly 50 miles. More than 23,000 feet of vertical. Three to four summits each day. I like to stack nearby peaks and test both endurance and recovery. Instead of early meetings, I drove off-road to remote trailheads. No teams. No cameras. No noise. Just endurance meeting elevation. My favorite combination. I don’t climb for adrenaline. I climb for perspective: the same thing I chase in the work

We’ve all done it. The food is fantastic. The ambiance is stunning. The service is impeccable. But the meal is…. instantly forgettable. Or worse: Forced. A restaurant leaning on theater to disguise the fact that there’s no real experience underneath. In luxury, those tricks might feel novel for a month, but they have no staying power. That’s the epidemic right now: flawless service with zero impact. Too many brands confuse service with experience. Or mistake extravagance for

Not choice. Not exclusivity. Not rarity. One word: Primacy. The brands that dominate aren’t just admired or respected. They occupy first position in a client’s emotional hierarchy. Primacy means you aren’t one of many. You are the one. 🔹 The first name that rises to mind. 🔹 The automatic reference point. 🔹 So embedded in memory and meaning that every other option feels like comparison shopping. Yet many luxury companies are content to sit in the “consideration set.” They d

When your name, face, and fortune are endlessly indexed, published, and pursued, what becomes priceless is the ability to vanish. To exist beyond the algorithms. To live where no spotlight can follow. But disappearance creates a different hunger: community. Because at this level, the rarest privilege isn’t another profile, another award circuit, or another publicized “can’t-miss” summit. It’s to belong somewhere private. To be among peers who’ve also stepped off the grid. And

As a girl, I pictured crossing the world on my horse, Fiddle. Today, the journey looks different: ideas turned into intellectual property, execution with global scale, and client outcomes that set new standards. These forces have fueled our expansion across continents, earned us Business Growth of the Year at the Innovation & Excellence Awards - and delivered the only growth that matters: the kind our clients achieve, reshaping markets, redefining loyalty, and setting the ben

A luxury client built everything around innovation. But their true competitive moat came from somewhere entirely unexpected. The...

Once mythic. Now manufactured. Ultra-luxury’s fatigue is showing. They’ve become the “holy trinity” of luxury activations: the default...

When a Fortune 500 Tech CEO says his goal isn’t another product demo but to make customers question their own service standards, you know...

When brands believe their product alone can carry the experience, they’re already eroding the bond with the customer. It’s very dangerous...

I just spent a month speaking with 40 millionaires and billionaires and most luxury brands should be terrified. These are the clients...

Luxury is facing its reckoning — and it’s not just about the economy. Two forces are quietly killing some of the world’s most iconic...

I can learn more about your brand from three of your emails than from your entire marketing portfolio. And for most companies, that’s not...

Earlier this week, someone DM’d me a screenshot of a ChatGPT search result. It listed the Top 20 Luxury Travel Marketing & Guest...

3 weeks on the road. 2 countries. 3 consulting clients. 2 keynotes. 1 executive retreat. 1 brand-new workshop (previewing now). 5...

I recently mystery shopped a well-known luxury brand wearing drugstore flip-flops. They treated me like I didn’t belong. And wow did I...

It’s a business advantage. In our work, we bring a deliberate urgency and precision that aligns strategy directly to execution. There’s...