Learning and Sharing in Athens: A Reflection on Building Emotional Connections
In April 2024, our Co-Founder Andrew had the privilege of traveling to Athens to join a group of Marriott Luxury Brand General Managers as part of their induction into their new roles. The invitation came with a simple yet compelling brief: to bring an external perspective on how luxury brands create emotional connections with their most important clients. For us, this wasn’t just about delivering a talk—it was about engaging in a shared learning experience. Here is Andrew’s journal entry for the trip:
The setting itself was inspiring. Athens, with its deep sense of history and timeless elegance, mirrored the themes we discussed—emotional connection, investment in relationships, and creating unforgettable experiences. Our host, the Hotel Grande Bretagne, epitomized the kind of luxury that feels both grand and personal, setting the tone for our discussions. As I entered the room of 20 General Managers, most of whom were seasoned Marriott professionals, I was acutely aware that this wasn’t a typical audience. These individuals live and breathe luxury hospitality. My role wasn’t to teach them their craft but to offer a fresh perspective, drawing on strategies and practices from outside the hotel world.
During the session, we explored key themes:
Building Emotional Connections: Luxury is more than just fine linens or impeccable service; it’s about making guests feel seen, valued, and understood. Drawing parallels with luxury retail and private client businesses, we discussed how deep emotional connections are built by creating moments of surprise and delight that speak directly to the individual.
Clienteling Strategy: I shared examples from outside the hospitality industry, like how luxury fashion houses and bespoke service brands invest in deep, long-term client relationships. It was a reminder that even in a data-driven age, personal notes, meaningful gestures, and proactive outreach still resonate deeply.
Investing in Relationships: Relationships in the luxury world are rarely transactional. We discussed how brands can make their top clients feel like partners, ensuring every interaction feels intentional and thoughtful.
Tailoring the Experience: Finally, we explored the art of personalisation - not as a one-size-fits-all formula but as a dynamic, ever-evolving strategy based on listening and responding to the guest.
What struck me most during the session was the openness of the group. While I came to share insights, I found myself learning just as much from their perspectives. These were individuals who had built their careers anticipating the needs of their guests, yet they were eager to understand how industries outside of hospitality approached the same challenges.
The afternoon gave us another opportunity to learn, this time from Athens itself. The concierge team at the Grande Bretagne organized a tour that brought the city’s rich culture and history to life. It was followed by a "dine-around" dinner concept—starters at one venue and mains at another—showcasing the creativity that defines luxury hospitality. These experiences reminded me that great service isn’t confined to the walls of a hotel; it’s about curating unforgettable journeys.
As the day ended, I reflected on why I love opportunities like this. Yes, it’s rewarding to share what we know, but the true joy lies in the exchange of ideas. In that room, we weren’t just talking about building connections with clients; we were living it—learning from each other, challenging assumptions, and gaining new perspectives.
It’s moments like these that reaffirm why we do what we do. Sharing knowledge isn’t just about giving; it’s about growing together, and I left Athens inspired by the collective wisdom of the group. As much as I may have contributed, I took away just as much—a fitting reminder that in the world of luxury, relationships, and learning go hand in hand.