“I chose to invest in a UX Innovation Lab so we could design from evidence, not assumptions. That shift helped us deliver a luxury experience that didn’t just look better - it converted better and raised guest satisfaction.”

Founded the UX Innovation Lab to explore emerging guest needs, prototype future-state experiences, and embed experimentation into the design practice. The Lab operated as a dedicated optimization team of UX researchers, designers, and front-end engineers, running multivariate and AI-driven testing across the booking funnel while partnering with marketing to define guest personas and brand strategy for digital. Created a culture of rapid learning and evidence-based design decision-making.