EVOLVE Commerce Club

The EVOLVE Commerce Club is an elite, international network of senior commerce professionals, spanning 39+ market and designed for those seeking strategic partnerships and international growth.  

We are more than a community—we’re an **ecosystem**. Our mission is to champion cross-border opportunities and empower commerce leaders through education, events, and unparalleled networking.  

We connect enterprises, scale-ups, and startups with world-class talent, offering insights and solutions from **real operators in the commerce industry.  

What sets us apart?
Our business model is community-led, providing members with:  
- Expert Sessions: Exclusive access to global thought leaders.  
- Masterclasses: Deep dives into commerce innovations.  
- Curated Matchmaking: Strategic introductions that drive results.  
- In-Person Meetups & Roundtables: Building genuine connections.  
- Exclusive Opportunities: From trusted international partners.  

Whether you’re looking to build strategic partnerships, expand your international network, or gain insights from commerce trailblazers, EVOLVE delivers.  

Our ecosystem includes:
- Top fractional consultants (former leaders of world-renowned enterprises)  
- International vendors and SI’s  
- Visionary brands and retailers

We also offer private-label services, including:  
- Community Building  & Go-to-Market consulting
- Strategic Partnerships & Collaborations 

Keywords that position EVOLVE at the forefront of commerce:
Relationship Marketing | Thought Leadership | Brand Strategy | Demand Generation | International Expansion | Community Building | E-commerce Tech | Retail Tech | Partnerships | Alliances | Fintech | Networking | Content Marketing | Social Media Strategy | Eventing| Ecommerce| E-commerce| B2B Commerce| Retail

Founder

EGI GROUP

Here I act as a business mentor for EGI´s retail startups founders to support them on building a strong online presence, developing a point of view social selling, personal branding, and international expansion via a community-led approach.

EGI consists of a robust ecosystem of companies in the Digital commerce and retail space.

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EGI BOOSTER: Vertical acceleration program created for seed and early stage ecommerce-tech and retail-tech startups. INSCRIPTIONS ARE OPEN FOR BOOSTER VI at www.egi-booster.com

EGI EXPAND: International sales acceleration services for growth and expansion stage e-commerce solution providers.

EGI VENTURES: Fundraising and private equity services for both startup and mature e-commerce solution providers.

EGI TALENT: eCommerce recruiting experts. We are your talent partner for entry-level through senior leadership.

EGI COMUNICA: Lead-oriented communication. Your services are one of a kind and so should be your communication.

Business Mentor

Clube BoraFazer

Um clube de fazedores espalhados ao redor do mundo

Ambassador

EICOM

Brand Ambassador | E-commerce Brands | Retailers

Segmentify

The E-commerce Growth Show Brand Ambassador

The Copenhagen Post

Guest Columnist

Ucommerce

Brand Builder | Ambassador | Strategic Partnerships Benelux

VTEX

I was responsible for building, developing and growing VTEX in Central and Eastern and Italy for VTEX  in Europe.
My Results include
- Spearheaded VTEX's growth in Central and Eastern Europe and Italy from 2017-2019.
- Elevated Romania to one of the most relevant regions for VTEX globally in less than 2 years
- Built a thriving ecosystem for VTEX in the CEE  Nordics region with renowned ISVs, martech, and marketplaces (PayU, Novicell, Divante  Emakina, Zitec, EMAG, PayU, and Fashion Days Group to name a few)
- Launched the EDC Summit in CEE, 
- Added 10 million USD in ARR.
Secured clients for VTEX with 8 signed contracts, including Meli Melo, Carturesti, Miniprix, F64, Chilli Ideas, Pentru Animale, Dacris.

Head of International Expansion & Ecosystem Development - CEE & Italy

Biassa

Biassa is a boutique consulting firm that focuses on creating unique experiences for companies striving  to expand internationally and to build relationships with the right decision makers in their industry

We connect leaders, build ecosystems and create strategic partnerships that lead to revenue and we do so by combining strategy, a unique approach towards local networks, content and distribution and collaborations.

We focus on building relationships with high-level decision-makers through a unique approach, always combining content and experience altogether.


In 2 years, we've accelerated the presence of a few tech companies globally.

The most iconic case here was VTEX, a tech commerce giant from Brazil. here are some results of the work performed.

- The company launched in Central & Eastern Europe in 9 months
- Millions of Impressions across the main newspapers in Central & Eastern Europe
- Created Strategic Partnerships with leading business influencers across CEE| Scandinavia| U.K
- 3 enterprise clients in 9 months after landing in Romania
- 40 sales-qualified meetings with Central & Eastern Europe's largest brands and retailers
- Presence across major E-commerce Events 
-  Built our own proprietary event and enabled high-level strategic partnerships with leading tech commerce companies 
- Built solid relationships with Personalization| Martech| Payment| AI| Marketplace integrators


Marketing Specialist| Brand Activation| Networking| Tech| Ecommerce | Retail Tech| Branding| Thought leadership| Content marketing| Content specialist| Podcasting| Relationships| Lead Generation| Business Development| Communications| Content for Brands| Branded Content| Influencer Programs
CMO| CEO| Community Building| Personal Branding

Founder & CEO | Company Builder| Brand Accelerator | International Expansion

Denmark Brazil

Founder| Content Creator

I connect Brands, Software Houses & Ecommerce Vendors | Community Builder & International Expansion Specialist within E-commerce| Content Specialist| Podcast Host | LinkedIn Creator| Go To Market| Check My Bio 4+

Thank you for visiting my profile :)

My journey led me to Denmark a decade ago.

Since 2014, I've facilitated companies' expansion into new territories, blending commercial strategies with innovation, networking prowess, and agile go-to-market approaches.

I am an experienced Community builder, Go-to-Market and alliances professional who drives International Expansion and Growth through partnerships and collaborations. 

My passion lies in collaborating within multicultural and hypergrowth environments, particularly within the global  commerce space. 

Some of my career Highlights:

2024: EVOLVE Commerce Club

A senior and international club dedicated to strategic partnerships for global commerce professionals with nearly 400 professionals from + 40 markets.

We enable true international partnerships and connect senior professionals across the World through content, collaborations and international exchanges

2020-2024: EVOLVE
I created the first thought leadership and partnership agency dedicated to e-commerce vendors. I have worked with Tacton, Implement Consulting Group, Powerfront, Segmentify, VTEX, and DSV. 

Built the first B2B Commerce & Supply Chain Summit Nordic edition with renowned players such as Implement Consulting Group, DSV Air & Sea, PostNord, and Garmin.

2017-2019: 
Drove VTEX's expansion into Central and Eastern European markets and Italy, generating $10 million in pipeline revenue, leading events and securing over $10 million in pipeline opportunities, eight signed deals with enterprise companies, and built a robust ecosystem of partners across the CEE and Italian markets.

2015-2016: 
Led Pixelz's entry into the Brazilian market within a record timeframe, securing partnerships with industry giants like shop2gether, Inbrands, Farfetch, John Lewis, and Ted Baker in the UK.

2015: 
Spearheaded Danish craft brewery expansions, facilitating million-dollar transactions and recurring sales, bolstering Midtfyns and Indslev's presence in the Brazilian market.

2014-2015: 
Orchestrated a successful market entry for Brazil's UMAGE (formerly VITA Living) Market Expansion, forging partnerships worth over $700k and securing deals with relevant lighting distributors.

Let's connect: 

Go-to-market strategies
Thought leadership initiatives
International market expansion
Community and ecosystem development
Storytelling
Demand generation
Field Marketing

Carlos Monteiro

People often ask how we manage to run expert session after expert session without losing momentum.
 
The answer is simple.

We are not building content.
We are building an engine.

An engine that exists for one thing only: 
to power relationships that then power transformation.

Most chase CEOs and big titles because it looks good on a poster.

There is nothing wrong with that, but it is not the EVOLVE model.

Folks with "Big Titles" cannot always speak freely. 
Their words represent shareholders, customers and boards. 
Every sentence has implications.

Former CEOs, former VPs and senior operators in transition can do what active executives cannot.

They can tell the truth.
They can share the real stories behind the scenes.
They can speak without fear of misstepping a customer or stepping outside the company line.

This is where transformation lives. In honesty. In depth.
 
In people who have lived the challenge you are going through today.

This week we reached 87 expert sessions, plus more than 40 Voices episodes.

Not every conversation was perfect, but the vast majority carried life lessons, frameworks and clarity from people who have actually been in the arena. And the most overlooked part of this entire engine is persistence.
 
There is a statistic that most podcasts do not survive twenty episodes.

We have stacked eighty seven.
Week after week.
No shortcuts.
No chasing virality.
No playing the algorithm game.

We are building something for our micro cosmos.

A global community approaching five hundred senior leaders.

We do not need millions of listeners.
We serve the people who are already here, and even then, the goal is not to be relevant for everyone.

The goal is to be useful. The goal is to show that when you persist, things compound. Momentum builds. People stop doubting.They start believing.
EVOLVE has come a long way.

And we still have a long way to go. But what we are building is unique.
An engine that drives proximity. Proximity that drives trust. Trust that drives opportunity. And opportunity that drives transformation.

We are not in the content business.
We are in the transformation business.
And persistence is our operating system.

The future looks bright. And I am more energized than ever by what we are creating together.

Curated. Personable. Global. That is EVOLVE.

I think personal branding is a trap.

I respect parts of what Gary Vee teaches, but the idea that turning on a camera and rambling is enough to make you a “superstar” doesn’t sit with me.

That’s personal branding in its most superficial form.

What matters far more and what I prefer to talk about is reputation.

Reputation isn’t built on viral clips.

Reputation isn’t built on AI-generated wisdom.

Reputation comes from years of work.

From understanding an industry.

From earning respect from peers.

From actually doing the things people associate your name with.

Yet society today is trapped in the confusion of social media and the pursuit of empty attention.

It’s no surprise that research shows many young people want to become influencers.

But wanting influence and building a reputation are two different paths.
One is performance.
The other is proof.

At EVOLVE, we focus on people with reputation, senior professionals with at least 12 years of international experience.
People with mileage.
People who don’t need to pretend because they’ve done the work.

They can speak with clarity about their domains.

They can share their failures and lessons.
They can talk about the parts of leadership you rarely hear from CEOs on major stages.

EVOLVE is slowly building a house of senior experts.

Never chasing how to look good.
Always focused on passing knowledge down.

That’s reputation.

And that's exactly how EVOLVE helps senior leaders exploring what's next to stay relevant.

And that’s what matters.


Ps: This is part of my podcast interview with Joeri Billast at Websummit where we spoke about the reputation economy and the role of communities from 2025 and beyond.

Gustavo Valle

This week inside EVOLVE we hosted Vesna Fuiorea, a senior operator with twenty five years across FMCG, retail and shopper psychology. 

She brought a level of clarity that most companies still lack when it comes to understanding how people actually behave inside stores.

Her line that stayed with me was simple.
“Shoppers do not arrive thinking about your brand. 

They arrive with a mission.”

Brands continue to design strategies based on assumptions, not behavior.

Her research with one thousand shoppers proves it. 

OECD data reinforces it. 

And our members across forty eight markets see it daily.

Vesna showed how markets with strong fresh food culture resist online grocery, not because of technology but because of identity. 

She explained why promotions destroy long term value when they become a reflex. 

She revealed how Gen Z is not one group but a cohort splitting internally by gender.

And she reminded us that online and offline shoppers are not two personas. 

They are one human carrying the same psychological triggers across environments.

This is exactly why EVOLVE exists.
Senior operators want clarity, pattern recognition and grounded context. They want to learn from real experience, not theory. 

They want a global environment where expertise is shared, respected and applied.

Commerce is shifting, and the leaders who understand behavioral truth will make better decisions across markets.


sign up here:
 https://lnkd.in/dVtX5Htb



Curated. Personable. Global.
That is EVOLVE.

Vesna Fuiorea brings twenty five years of experience in trade and insights, and what she created here is not another academic deck. It is a practical system grounded in real shopper behavior, real store constraints and real commercial pressures. She bridges something most leaders struggle to connect: behavioral science, market practice and fresh shopper data.

The Generational Gap Is Not the Real Story. 
The Gender Gap Inside Generations Is.

We all talk about Gen Z.
We all talk about Millennials.
 
But what if the biggest behavioral shift in commerce is happening inside the cohorts themselves?

This week inside EVOLVE, Vesna Fuiorea shared one of the most non obvious insights I have heard in a long time. 

Vesna has spent twenty five years across FMCG, retail and shopper psychology. 

For her latest study, she analyzed one thousand Romanian consumers to understand how they actually behave inside stores.

Here is what she found.

Yes, Gen Z behaves differently from Millennials. 
That part is predictable.

But the real surprise came when she split the data by gender inside each generation. In her words:

“Once we separated male and female behavior within the same cohort, the gap became bigger than expected. 
In some categories the gender split mattered more than the age group.”

Think about that.

Many companies are designing strategies around age, but the real divergence is happening underneath the generational labels. 

If you ignore this, you misread shopper triggers, messaging, missions and category performance.

This is why access to senior operators like Vesna Fuiorea matters.
 
People who do the work, run the research, see the patterns and challenge assumptions.

And it is exactly why EVOLVE exists.

Our community of senior leaders across forty eight markets understands that the future belongs to those who interpret complexity, not those who follow headlines.

Curated. Personable. Global.
That is EVOLVE.

We have oficially partnered with E-commerce Berlin Expo

This means a pretty big deal both for
Our private club members and our sponsors ( current and future ones)

Check the announcement on EVOLVE Commerce Club and stay tuned
We continue to #evolve

This is #evolve

We’re officially partners of E-commerce Berlin Expo for their 2026 edition.

As EVOLVE expands its presence through local chapters next year, we’re being intentional about who we stand next to. 

We only associate with organizations that share our long-term view of community, knowledge exchange, and responsible growth.

E-commerce Berlin Expo fits this perfectly.

For those who don’t know:

The E-commerce Berlin Expo is the largest pure-play B2B e-commerce event in Germany. 

It’s where the industry meets 14,000+ professionals, a mix of retailers, brands, solution providers, and leaders shaping the next decade of commerce. 

A real blend of exhibition, learning, and meaningful conversations.

The 10th edition takes place February 17–18, 2026, at Messe Berlin.

For EVOLVE, this partnership is a milestone in our broader vision and go-to-market strategy as a community.
 
It means members and partners will have access to deeper local connections, opportunities across Germany, and a stronger platform to collaborate internationally.

If you work in commerce, this is an event worth being at.

You can register here: https://lnkd.in/dXUGDQJB
#evolve #community #commerce #EcomBerlinExpo

Monika B.
Oskar Leff
Efe von Thenen
Sophie Frères (née Spethmann)
Martyna Schröder
Faisal Ahmad J.
Alexander Frank
Peter Szczepaniak
Matthias Vollmer
Florian Eder
Reema Singhal
Vanessa Babicz
Martin Scholz
Laura Kremer
Marilyn Repp

Community, proximity and value are the first words that come to Paulo’s mind when he thinks of EVOLVE.
These are not small words. They describe exactly what we stand for.
Paulo leads the expansion of FCamara in Europe.
Listen to what he says about our community and private club.
This is #evolve

Earlier this summer I sat down with Paulo Felix Jr. for a quick conversation, and he said something that captures exactly what we are building with EVOLVE.

He spoke about how the Club creates real proximity between senior leaders.
 
Not surface-level networking.
Not empty introductions.
But meaningful connections with people who have lived the work and who want to open doors for each other.

He talked about the quality of the conversations, the cross-regional access, and how the community naturally creates opportunities when the right people meet.

But what stayed with me were the three words he chose to describe EVOLVE.

Simple. Clear. True.
Community. Proximity. Value.
That is the essence of EVOLVE.

A collective of senior operators who learn from each other, support each other and build what is next together.

Curated. Personable. Global.
That is EVOLVE.

For Digital Sakes

The Agency for Hospitality. 

Servicing the full funnel and user journey with data driven production, from master assets to digital campaigns and social assets. We digitally unlock immersive experiences &​ drive action through strategic marketing 🎥✨

In the ever-evolving domains of hospitality & travel, establishing a distinctive online presence requires more than mere visibility – it necessitates a compelling narrative and data driven strategy that deeply resonates with your target audience's needs, wants and desires. 

At For Digital Sakes we excel in the art of digital transformation, elevating hotels into immersive destinations & properties into aspirational spaces. Driven by a commitment to operate from a human first perspective while delivering production and content excellence that translates into brand and business results. 

Our expertise spans from intimate luxury boutique hotels to leading global resorts, digitally bringing brands to life with our adept video marketing strategies. Our approach creates immersive virtual experiences that turn viewers into  guests, supported by well-crafted digital campaigns that leave an indelible impression.

Why For Digital Sakes? Beyond marketing, we are strategic analysts, storytellers, content specialists and video experts. We delve deep into your brand's history & ethos to create narratives that forge an emotional connection & leave a lasting impact while operating from an audience first perspective. Our bespoke strategies are designed to optimise visibility and engagement across relevant platforms, ensuring your message is effectively conveyed to your intended audience.

Co-Founder | Creative Strategist 

ConvaTec

Director of Global Multi-Channel Marketing

Ad-Lib Digital

Head of Europe & Business Development

Nestlé

Social, Media & Partnerships Specialist - EMENA 

Senior Digital Content Manager - EMENA 

Johnson & Johnson

This role saw me drive the number of brands on social by 200% in 2 years, along with increasing media investment on Facebook alone by 148%. 

Great successes during my time in role included the ideation of the creative for the birth of the second royal baby that was used as a global asset. 

My remit included: 
Driving the social and content strategy, right through to execution. I was responsible for the creation and management for digital channels within Johnson and Johnson, across 13 plus brands across the portfolio and across multiple markets, including UK, Ireland and the Nordics.

I was responsible for ensuring that media plans were appropriate responses to brief, targeted the right audiences, were executed accordingly and ensuring that reports showed strong results, often over exceeding industry benchmarks.

As the company’s social media expert and champion, I took ownership of the management and growth of our social media communities and key influencer programs. It was also my responsibility to raise the Digital IQ of the Marketing Department, I needed to ensure that all stakeholders were up to date with trends, advancements and social media movements.

My remit extended much further than the above; including the project management of the two year partnership with MSN, seeing 13 brands running various advertorial and editorial activity across the affiliate platform.

Portfolio Digital Content and Online Community Manager - EMEA

L'Oréal

This was a graduate role that I secured over 700 other applicants and after 7 interviews. 

I was responsible for driving the objectives and digital needs for The Body Shop in all global markets. 

My remit included Strategy, Platforms and Operations: Tracking the digital and social evolution to identify relevant innovations. Participating in the digital agency, vendor, and content partner relationship; issue resolution and performance evaluation. 

Collecting, comparing, and synthesising international market data and proposing actions – including analysing competitor data (products and strategies). Creation of strategy for markets - including digital mix for launches, pillar-product innovations. 

Enable best practice sharing and adoption of creation, channel and media strategies across all markets. 

Managing the growth and development of the digital intern. Assisting Digital Producer in ensuring all assets produced are correctly versioned for our key digital channels (social, mobile, web, etc); overseeing the implementation and maintenance of all digital tools inclusive of diagnostics (skincare, fragrance, etc)

Digital / eCommerce Management Graduate

GLOBAL ETHICS LIMITED

This was a role I sought out after seeing the amazing one for one business model that One Difference adopts at Marketing Week. Post discussions with them they created a role for me while I was at Kingston University. 

I was responsible for assisting the marketing department, maximising in-store promotional activities and acting as a Brand Ambassador for the One Brand.

I had to ensure that promotional activities across 21 Tesco Express stores were maximised for the brands FMCG products. I was then required to survey stores to find new ways to display products, and ensuring managers ordered enough stock to meet demands and build new displays.

Ambassador - One Hero

A+E Networks UK

Publicity Assistant

The purpose of this role was to support the Digital Marketing Manager and the Digital Marketing team. Across all digital touchpoints. This included SEM, Social Media strategising and management of social pages and CRM support, along with other digital projects. This role also included asset management such as copy writing,  image sourcing, clip, promo and short form coordination.

Key Achievements 
-Working on an award winning social media project with Foursquare & HISTORY that achieved features across key media including Variety, Broadcast, C21 and PR Week. 
This went on to win the CorpComm Award for Best Use of Location Based Marketing in July 2011 for Foursquare partnership with HISTORY

Digital Marketing Assistant

AETN UK / BSKYB

International Marketing Assistant

Founder of For Digital Sakes | The Agency for Hospitality | Ultra Lux Hospitality 🌎 | Podcast host: The Digital Concierge by FDS🎙️ | Driving Direct Bookings with Grand Walkthrough Tours | Human 1st Perspective always ✨

| |  We are The Agency for Hospitality | | 

At For Digital Sakes, I help leading & luxury hotels and tourism boards thrive with data driven digital strategies and bespoke video marketing approaches that drive strong ROI. 

Working predominantly brand side for 14+ years has given me a tremendous amount of insight into how to most effectively and efficiently reach and resonate with an audience through high performing strategies. 

Such learning of approaches and methodologies has been fostered working brand agnostically for 50+ renowned brands; from global giants like Nestlé and L'Oréal to cutting-edge AI startups and Med Tech businesses. 

While digital marketing is now a broad term, my expertise hones in on brand, content and partnerships which I bring to the industry of hospitality and tourism; ensuring the user and user journey is at the forefront of all that we do, producing assets for the full funnel.

Carrying with me a diverse portfolio of digital experience grants me a unique ability to drive quantifiable results and growth for any brand. 

Having navigated the complexities of high-tier brands and spending $70 million+ in digital advertising, I was granted unparalleled publisher relationships, which gave a tremendous amount of insight that I take pride in sharing with my clients in the hospitality and tourism space.
__________________________________________________________________________________________

💌 I post weekly about various strategies and observations on Digital, Content and Video Marketing; centred around hospitality and tourism, while sharing my personal anecdotes about being a female business owner. 
☕️ Fancy a coffee call with me? Drop me a DM - I'm always happy to extend my network!
🔔 Want to see more from me? Set the bell for me in the🔝 right
👁 Read some of our case studies with leading brands such as Bvlgari, Rosewood, The World’s 50 Best Hotels and more, visit our website: www.fordigitalsakes.com
🌍 Intrigued about working with us? Drop me an email: Holly@fordigitalsakes.com

Holly Phillips

Hospitality is still male-dominated
and these 8 leaders are shifting the power balance.

Luxury travel is being reshaped not by committees or legacy boards, but by women redefining what leadership looks like in our industry and it must be celebrated!

Here are 8 female CEOs every hospitality professional should be following:


Barbara Muckermann — Group CEO, Kempinski Hotels
Leading one of the world’s oldest luxury hotel brands into a new era of design, heritage and human-centred service.


Linda Bekoe — CEO & Founder, APLBC (About Partners Luxury Brands Collection)
Driving global visibility and commercial success for hospitality brands.


Natasha Shafi — CEO, Mr & Mrs Smith
At the helm of the world’s leading boutique hotel platform, shaping curated, design-led travel.


Claudia Da Rin — CEO, Luxury Hotels, Villas & Yachts Representation
A reference point in relationship-driven luxury and high-touch hospitality across Europe.


Blanche van Berckel — Founder & CEO, Vous Hotels & Retreats
Building a new wave of boutique stays rooted in culture, wellness and meaningful experiences.


Eleni Theochari — CEO, MYKONOS LUXURY CORPORATION 
Leading a women-led firm advancing AI-driven hospitality consulting and elite travel design.


Carolyn Turnbull MBA GAICD — CEO Nammos Hotels & Resorts  
Having led major destination development and tourism strategy initiatives with global impact.


Katerina Giannouka — former CEO, Jumeirah Hotels & Resorts
Instrumental in elevating design, brand strategy and guest experience across Jumeirah’s global portfolio.

These women are raising the standard and shifting the industry with them.

Who else deserves to be recognised? Who would you shine a light on? Ladies I'm looking at you! Let's keep lifting one another up!

Founder of For Digital Sakes | The Agency for Hospitality | Cinematic Grand Tours & Digital Toolkits that Drive Direct Bookings | Podcast Host: The Digital Concierge 🎙️ | Human-Led Always ✨

8 female CEOs in hospitality you should follow

Friction is the fastest way to lose a guest and a tiny Athens bar just solved it brilliantly.

I popped into Minnie Moochers in Athens this week and noticed something so small… yet so smart.

On each table, there’s a little light you twist and it turns red when when you’re ready to order or stays white when you're all sorted! 
No waving.
No waiting.
No awkward eye contact.
No ignoring your friends while you try and get attention.


Just a simple, elegant way to remove friction from the guest experience.
And it reminded me of something we talk about constantly in hospitality and digital strategy:

The brands that win are the brands that reduce friction, the ones that really get insider the guests head and step in their shoes, for each step of their journey! The true drivers of seamlessness. 

Not with big gestures but with clean, intuitive, human-centred micro-moments.


That light is more than a clever touch.
 It’s a lesson in user journey design:
 👉 Anticipate needs
 👉 Reduce effort
 👉 Respect time
 👉 Make action obvious


Every business not just F&B has its equivalent of that tiny light.

A single moment in the journey where clarity, ease, or intentionality can change everything.


Oh and if you’re in Athens and want to chat hospitality, travel, experience design, or the little details that make brands unforgettable I’m here until the end of the month and would LOVE to chat!

Drop me a message or tag any hotels who would benefit from connecting with us!

Oh and what smart journey integrations have you seen lately? I would love to hear below!

From zero clients and no roadmap to working with the top of the top.
Belmond. Bvlgari. Rosewood.

What started as a shared idea between myself and Thibault Selderslagh has grown into an agency shaping how luxury hospitality shows up online.


To close out Season One of The Digital Concierge by For Digital Sakes, I’m sitting down with someone who’s been there since day one my co-founder (and partner in life), Thibault Selderlagh!


People often ask what it’s like working with your partner so in this episode, we go behind the curtain on both our business and our relationship.


Together, we unpack:

 💡 How we built For Digital Sakes from scratch

 💬 The reality of growing a company as a couple

 ⚖️ Balancing vision with execution

 💭 The lessons, mistakes, and mindset shifts that shaped it all

 🌍 And what’s next for FDS  and the future of hospitality

It’s honest. 
It’s personal. 
And the perfect way to wrap up this first chapter.

🎧 Listen to the Season Finale now on Spotify or YouTube link in bio.

 And if you’ve been here since episode one a massive, massive thank you.

Season Two will be back with us in Q1!

Give it a listen and tell me what resonated most I’d love to hear your thoughts before Season Two begins. ✈️

6 things that should be on your radar from this week’s What’s Hot in Hospitality.


From Soho’s newest opening to Costa Rica’s rainforest hideaways and the rise of women-focused wellness, here’s what is shaping the industry right now.

1. London’s freshest opening: Honest Greens, Soho
A new wave of wholesome, vegetable-forward dining lands in central London, bringing relaxed, real-food energy to Soho, yes please!


2. Hotel of the Week: Nayara Tented Camp - Leading Hotels of the World, Costa Rica
Stilted safari tents overlooking Arenal Volcano, private hot-spring plunge pools, and rainforest immersion at its finest. Think high design meets deep nature.


3. Destination of the Week: Kiruna, Sweden
Snow-dusted landscapes, aurora skies, ice hotels and Arctic wellness rituals make Kiruna one of the most magical festive-season escapes.


4. Experience of the Week: Kith Ivy, New York City
A members-only concept blending fashion, wellness, padel, dining, and retail under one roof. A glimpse into the future of lifestyle-led hospitality.


5. Book of the Week: The Design Hotels Book by Design Hotels
A global collection of independent hotels merging architecture, culture, and storytelling. Essential inspiration for design-led travel lovers.


6. Trend of the Week: Women-Focused Resorts
From Canyon Ranch to SHA Wellness, female-centric retreats are shaping the next era of wellness with a focus on hormone health, longevity, movement, and community.


Travel is evolving fast, and these six touchpoints highlight exactly where the industry is moving: more emotion, more immersion, and more intentionality.


If you want the full Radar every week, subscribe to our newsletter for trends, hidden gems and industry insights landing in your inbox weekly! Link in comments and bio! 

And as always what was on your radar that we missed?

Weekly Wrap up - whats hot in travel and hospitality

Travel is entering a transformative era, one that’s as much about meaning as movement.

This morning I had the chance to attend The Future Laboratory Breakfast Briefing at beautiful The Roof Gardens, where Sam Blenkinsopp  (Trippin & All Corners ), Natasha Shafi (Mr & Mrs Smith ), Fiona Harkin and Seyi Oduwole( The Future Laboratory) unpacked the Optimised Odysseys report, exploring how technology, culture and community are reshaping luxury travel.


Here are a few takeaways I scribbled down during the insight packed session that stayed with me ( and I loved the naming conventions!):


To Gather Travel – a return to collective connection; families and communities seeking shared rituals.

Selfscapes – solo travel as self-definition; journeys that shape identity.

Gilded Luxury – from status to sensation; the rise of stillness, craftsmanship, and human-centred luxury.

Intellitrips – technology as an invisible enabler; AI-driven, seamless journeys.

Souljourns – travel to reconnect with nature, local culture, and night-time experiences.

Emerging Epicentres – the decentralisation of travel; new creative capitals rising.




And under Foresight:

Climate-conscious check-ins – low-footprint luxury.

Future nostalgia – design that blends heritage and innovation.

Cloud citizens – borderless, frictionless, digital-first travellers.

The Travel-Verse – the merging of physical and digital journeys, from storytelling to spatial design.


It’s clear: the next chapter of travel will be defined not by destinations, but by depth.

By experiences that align with identity, wellbeing, and belonging.

What struck me most is how the conversation is shifting from “How do we travel better?” to “How do we travel truer?”

Guests are craving design that feels personal, wellness that feels purposeful and journeys that feel like stories they want to keep telling.l not necessarily documenting. 

At For Digital Sakes, this aligns so closely with what we’re seeing daily the rise of digital storytelling that brings meaning, mindfulness, and emotion back into the experience.

Which of these insights speak to you? 

Thanks Kayleigh Owen for putting this on my agenda while I was in the UK! To Sam Blenkinsopp for popping me on the list and for Martin Raymond and his team for a super fruitful session!

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There’s a quiet rebellion happening in luxury right now and it’s playing out in pen strokes instead of pixels.

Burberry and Rosewood Hotels & Resorts are both leaning into illustration (and even AI-assisted illustration) as a new form of brand expression and I’m here for it.


Because honestly, 
Animated clips? 
A short film with an incredible cast? 
A conceptual illustrated campaign? 
Yes please!

The Burberry social team are ones to keep their eyes on because they’re not just producing content, they’re shaping culture.


So what does this shift actually mean?

✨ Luxury is slowing the scroll.
Illustration forces stillness. It signals confidence the kind of brand that doesn’t need to prove itself. 


✨ Imagination is back.
In a world obsessed with “authenticity,” there’s power in mystery. Illustration invites emotion instead of instruction it lets the viewer feel rather than just look.


✨ AI is becoming art.
We’re past the panic. The smartest brands are using it to elevate creativity, not automate it  merging digital precision with emotional depth.


✨ Emotion is the new aesthetic.
Luxury branding isn’t just about showing reality anymore. It’s about capturing resonance the mood, tone and energy of a brand’s inner world.

Why it matters
This isn’t just a trend it’s a shift in how we tell stories. It gives permission to others to lean into other storytelling methods!

At For Digital Sakes, we’ve been calling this the rise of emotive storytelling where art, AI and authenticity collide to create something that actually moves people to take action. 

What do you think about illustration in luxury hospitality?

Are we entering an era of illustration?

Tourism isn’t just bouncing back it’s breaking boundaries.
From Saudi’s $113B future-focused vision to Bhutan’s soulful restraint, this week proved that the next decade of travel will be defined by intention, innovation, and intelligence.

What’s on our radar this week, so we're putting it on yours. 

A wrap-up of what’s shaping travel, hospitality, and digital storytelling right now from Saudi’s tourism surge to AI-driven brand worlds.

News of the Week
The inaugural TOURISE Summit in Riyadh marked a major milestone for global tourism, with Saudi Arabia unveiling $113 billion in future-focused investments across hospitality, wellness, retail, and AI-driven platforms.
A global call for cities to elevate urban tourism safety and sustainable development through responsible governance and intelligent systems.

Trend
Brands trading lenses for lines. And I'm not sure I'm here for it... 
Luxury brands like Rosewood Hotels & Resorts and Burberry aren’t just showing reality anymore they’re sculpting resonance. Through AI-driven visuals, generative illustration, and motion storytelling, they’re creating brand worlds where every line, animation and pixel feels intentional. 

Destination
 Bhutan. Still one of the world’s most exclusive travel frontiers, Bhutan’s “high value, low volume” philosophy continues to attract travellers seeking purpose over passport stamps.
 From Aman kora’s lodges to the Trans Bhutan Trail, this is where spiritual renewal meets sustainable design.

Hotel
Ciel Dubai Marina, Vignette Collection by IHG / The First Group
Opening this month, Ciel is set to become the world’s tallest hotel at 377 metres, redefining luxury from the ground up with 82 stories of design, scale, and spectacle.
 More than architecture it’s an elevation of experience.

Experience
Dior Spa at Hotel du Cap-Eden-Roc.
Wellness with couture precision. The newly unveiled @Dior Spa brings haute fragrance rituals, lymphatic sculpting, and Côte d’Azur calm into one cinematic journey. Book me in right away please!

Book
“Cellar Rat: My Life in the Restaurant Underbelly” by Hannah Selinger 
A sharp, honest memoir that captures the reality of working behind the scenes in hospitality raw, real, and deeply human. For anyone shaping the future of travel and service, it’s a reminder that every great experience starts lonnnng before the guest arrives.


Which story stands out most for you this week the rise of AI storytelling or destination storytelling? Or what did we miss that should have been on our radar?

Weekly Wrap Up x For Digital Sakes

Regenerative travel is the biggest shift since eco-tourism
and is becoming the new benchmark in luxury hospitality.

Sustainability is no longer enough.
Guests don’t want "less harm" they want positive impact.

And the smartest hotels are already building it into their DNA, not juts slapping it onto their marketing.

Here’s who’s leading the way 👇

1. Regeneration Built Into the Land

The most forward-thinking destinations are designing for restoration, not extraction:
• The Red Sea (Saudi Arabia)
→ Only 5% of the total area will ever be developed.
→ Over 50 islands remain untouched and protected.
• Kiri Private Reserve
→ Coral propagation programmes, marine conservation, and waste-to-wealth recycling centres.
• Fogo Island Inn (Canada)
→ Operates under the Shorefast Foundation, reinvesting profits directly into the island and its community.

These projects don’t just reduce harm they regenerate whole ecosystems.


2. Regenerative F&B Is the New Luxury

Luxury travellers increasingly judge hotels by how they grow, source, and repurpose food.
• Six Senses
→ Organic gardens, composting, and regenerative farming initiatives across their properties.
→ Some locations even run seed-preservation programmes.
• Daylesford Stays / Bamford (UK)
→ A true closed-loop farming model powering their hospitality experiences.
• Patina Hotels & Resorts Maldives
→ Zero-waste culinary philosophy, extensive recycling, and hydroponic gardens.

This is farm-to-table — evolved.


3. Community Regeneration as Core Strategy

Communities are no longer a marketing story they’re part of the business model.
• andBeyond Travel
→ Conservation levies fund anti-poaching units, local schools, and community programmes.
• Shinta Mani Wild (Cambodia)
→ Works with Wildlife Alliance to employ and train anti-poaching rangers from nearby villages.
• Singita
→ Long-term partnerships with conservation funds and community development trusts.

Regeneration now means ecological + social impact.


4. Radical Transparency Is the New Trust Signal

Luxury travellers want proof.

Leaders are publishing:
• biodiversity impact metrics
• waste + water circularity data
• community economic reports
• regeneration KPIs (coral growth, forest expansion)

Red Sea Global, Soneva, Singita, andBeyond and Wilderness all publicly report impact.

This is where the industry is heading:
Hotels judged not only by experiences but by measurable restoration, and rightly so I would say!



You should care about this, and in fact we all should because this isn't a 'trend' as such... It’s becoming the new luxury badge.

Travellers will soon ask:
“What did my stay restore?” and use it to virtue signal on their socials perhaps... but it still drives impact.

And the brands that can answer with data and not just slogans will own the next decade.

Which property do you think is setting the standard in regenerative travel?

Regenerative travel is in, sustainability is out. 

The internet is loud but people are craving connection more than ever.

Today Outlander Magazine shared an older mana’s handwritten flyer inviting strangers to “smoke a cigarette with me” for five minutes in Washington Square Park… and can you imagine thousands showed up.

Not for a brand.
Not for a launch.
Not for a celebrity.

For a moment.

A moment that reminded people what it feels like to belong to something even something that was essentially a ‘five-minute smoke break.’

And that’s the truth cities, brands and even leaders forget:

Community doesn’t form around products. It forms around shared emotion, shared curiosity, shared presence.

People are exhausted by algorithms, ghosting, and digital distance.

They are seeking frictionless ways to gather low-stakes, human, spontaneous.

That’s why something as simple as a flyer printed at home can create a crowd big enough to trigger real-time “incident alerts.”
It wasn’t the cigarette. It was the invitation.

The permission to pause.
The permission to show up.
The permission to be part of something bigger than your screen.

And this matters far beyond a viral moment.

For hospitality.
For destinations.
For communities.
For anyone building experiences.

Because this is the reminder:
People don’t want more noise they want more togetherness.
More small rituals.
More shared stories.
More reasons to step into the world again.

These days everything is automated, curated, and optimised…sometimes the most powerful thing you can offer people is simply a place to meet.

So what is your brand doing to create a community? Or are you letting it happen without you?

This is what great geo-targeting looks like.

I’d barely stepped into Amsterdam and my phone lit up:

“Welcome, Holly. Stop by the House for an event or screening.”

Simple. Timely. Relevant.
Not a campaign but a cue.
Not a broadcast but a nudge in the right moment.

Most brands still treat notifications as noise.
But hospitality brands that understand geo-targeting turn them into touchpoints that feel personal, intuitive and almost anticipatory.

Here’s why this works:

1. It aligns with real behaviour
I’m in the city → I’m near the House → here’s something I can do right now.

2. It reinforces belonging
The message doesn’t sell. It welcomes.
Hospitality is emotional, this uses technology to deepen that feeling.

3. It shifts intent instantly
A well-timed, geo-smart notification can move a guest from “scrolling” to “I’ll pop by.”

4. It respects context
No hard push. No noise.
Just a moment that makes sense in the moment.

The future of digital hospitality isn’t bigger campaigns.
It’s smarter context.

Moments like this.
Delivered to the right person, in the right place, at the right time without ever feeling like marketing. 

Oh and if you’re in Amsterdam tomorrow and want to talk hospitality, travel or marketing drop me a DM! 

Ps nicely done Soho House & Co

Are your sales toolkits stuck in the 70s? When print was king and PDFs were the peak of innovation?


And here’s the truth your best sales asset  isn’t necessarily human. 

It’s video. 🎥

Yet so many hotels are still relying on PDFs to sell an experience designed to be felt.



That’s the challenge.
Fact sheets inform, but they don’t inspire.


A deck can tell me what you offer, but not why I should care.


The modern guest doesn’t buy a room type; they buy a feeling. ( okay some do 😉) 


And in a time where attention is the new currency, stories, not slides, are what convert.


Oh, and your sales teams and trade partners?
They want videos too. And not just the ones they hunt for from your social media channels. 


Because let’s face it when they can show, not tell, they sell faster, more confidently, and with emotion that a brochure just can’t carry.

That’s where digital storytelling comes in.
At For Digital Sakes, we turn static presentations into cinematic brand assets that move audiences, literally and emotionally.


From cinematic hotel walkthroughs to vertical mini films designed for discoverability, we help hotels go from decks to digital experiences that sell themselves.


Because modern guests don’t want to be told.
They want to see it.
Feel it.
Believe it.


Ready to retire the PDF and reimagine your sales toolkit?


Let’s create video assets that sell your story before your team even speaks.
Get in touch to start your hotel’s digital transformation.

Can ‘work–life balance’ really exist when you run your own business?

It’s a question I get asked all the time running For Digital Sakes with Thibault Selderslagh and if I’m honest, it’s one I’ve wrestled with myself.

There’s so much pressure on founders to have this perfect equilibrium…
Work here. Personal life there, all neatly separated and contained, but quite frankly I don't feel that is how it works. 

Sometimes I'm sending an email from my bed, other times it's from the gym or a hotel lobby and I'm lucky if it's from my office! 

But when your business is your passion, it rarely looks compartmentalised!

In this clip, Thib and I share a take that not everyone will agree with  but so many founders quietly resonate with:

Sometimes balance isn’t about working less.
It’s about building a life you don’t feel the need to escape from.

It’s about designing days that make sense for you.
Not the internet.
Not the textbooks.
Not the “ideal routine” you’re told to follow.


And here’s the truth most people don’t say out loud:
If you genuinely love what you do… there’s no shame in pouring more of yourself into it.


Just make sure the life around it supports you, sustains you, and doesn’t disappear in the process.


This is part of the Season One finale of The Digital Concierge by FDS where Thib and I finally share what it’s really like building a business (and a relationship) side by side.

🎧 Tune into the full episode on Spotify or YouTube, link in bio and in comments.
 
👇
I’d love to hear your take:
Do you believe in work–life balance as a founder or entrepreneur? Or are we putting pressure on ourselves to chase something that doesn’t actually exist?

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