Founding Story

The Work

I came to this work through hospitality first, and writing second — which means I understand both the experience and how to articulate it.

Much of my career has been spent in service-led environments where detail matters: hotels, events, operations, guest-facing roles where trust is built long before someone arrives. Through that work, I developed a sharp understanding of what makes people feel confident, welcomed, and ready to say yes.

Over time, I became increasingly interested in the gap between what a property truly offers and how it describes itself. In hospitality especially, that gap is costly. A place can be thoughtful, memorable, and genuinely distinctive — yet still sound generic online.

That’s the problem I solve.

The Perspective

Weekly blackouts, candles and kerosene lamps at the ready, and an oil drum BBQ for the nights the power cut mid-dinner.

On those evenings, we would lie on blankets and watch the sky. That is where I first saw Saturn’s rings, the Milky Way in full depth, every constellation visible, every star sharply defined.

Years later, I realised the things I took for granted were the very things many people long to experience — yet hospitality operators often leave them unspoken.

The places that stayed with me most were the ones that understood hospitality as something felt rather than performed: atmosphere, welcome, clarity, rhythm, care.

That shaped how I think about guest experience, and the part language plays in helping people trust what they are stepping into.

The Method

Hospitality Triage

Most hospitality businesses are not broken. But they are often losing bookings where clarity slips or trust drops.

Hospitality Triage is my method for identifying the friction points across your guest journey — from unclear messaging to overlooked touchpoints — and fixing them in order of impact.

The goal is not to add more. It is to fix what matters most, with language that makes guests feel clear, confident, and ready to book.

What I Believe

Transparency is not a weakness. It builds trust.

Guests do not arrive empty-headed. They come with expectations already forming. When reality does not match them, you feel it later in complaints, reviews, and lost return visits.

Arrival and departure matter most. They shape what guests remember, what they say, and whether they come back.

Founders can become so absorbed in the running of a business that its original hospitality instinct slips out of sight. I believe good work should help restore that — so the guest experience feels more coherent, and the business feels more like theirs again.

How I Work

I work directly with clients and keep the business deliberately small.

Living across different countries taught me how quickly people form impressions of a place — and how long those impressions can stay with them.

That is one of the reasons I care so much about clarity, tone, and the finer details of the guest experience.