I work with luxury hospitality brands across the full guest journey, from pre-opening positioning to in-room storytelling, launch activations to longer features. Embedded like an in-house expert, briefed like an agency, and accountable to the same KPIs as the rest of the marketing team.
I started in London’s media scene in the ’90s, in EC1 when new media was actually new. I ran a PR and creative agency for over a decade, sold the business to a US incentive travel group, and joined their European leadership as Creative Director before relocating to Spain. That commercial grounding shapes how I work and write now. Copy is there to drive bookings, deepen positioning, and amplify value. Editorial features for UK and Spanish media express my passion for travel and hotels, with an international perspective
A restaurant repositioning, ongoing brand storytelling, and a pre-opening.
Three different briefs, at different stages of brand life, but with one consistent approach.
A landmark Mediterranean seafood restaurant repositioned around provenance, named growers, and the relationships with fishermen and artisan food producers. Full editorial pack delivered with landing page, newsletter, SevenRooms booking storytelling, and pre-arrival email. The brief was about deepening the story, not transformation.
Ongoing content writing for the main Instagram accounts of two Nobu properties. Captions, story arcs, and brand-voice storytelling that moves from chefs in the kitchen and cocktails of the month to aspirational lifestyle. The work is about feeling, not image description, building a recognisable voice across hundreds of small posts.
A pre-opening engagement that ran well beyond copy. Providing interim marketing direction within the launch team collaborating with designers, investors and stakeholders on everything from social and paid to the website itself. Built from the ground up, on a tight schedule. Now part of the Marbella Club group.
'Andrew was our Contributing Travel Editor at SUR in English for years, producing a monthly destination feature alongside an insider's guide to where he'd been. The features had romance and a real sense of place while the guides did the practical job of telling readers what to do once they got there. A hard combination to find in one writer.'
'Andrew writes destination content that does two jobs at once. It reads as travel writing, the kind that makes a place feel worth going to. And it works for search, which is why our guests find us. For a business like ours, that combination of editorial voice and commercial sense is genuinely valuable.'
La Sultana Oualidia – Review Overlooking a protected lagoon on Morocco’s Atlantic coast, a few hours’ drive west of Marrakech, one finds La Sultana’s Oualidia Hotel. It’s a beautiful stone-built property, a member of Small Luxury Hotels of the World, presented in the style of a large, exclusive villa, with
SO/ Sotogrande – Review SO/ Sotogrande is the upscale resort with a one-of-a-kind personality in Southern Spain. It promises to be unmistakably playful, offering a creative, audacious, and contemporary interpretation of luxury hospitality, all set within Sotogrande, the exclusive lifestyle destination in Southern Spain. A stylish, design-driven resort, SO/ Sotogrande
Tokyo, Tailored Trading the tourist trail for local life. Anchoring in Azabu-Juban, the Tokyo where you’d want to live, with the original taiyaki on the doorstep and the city’s oldest ginkgo tree just up the road.
Both. Some engagements start as a single assignment, such as a website, a tone of voice guide, or a launch. Many then move to retained monthly work. I'll be clear on which approach suits which brief.
As one of them. Briefings, agendas, deadlines and KPIs treated the same as any internal team member
Often. Press releases, ownership communications, founder bylines, and longer features attributed to in-house leadership.
I’m British, living in Spain, and working internationally. Recent projects in the Mediterranean, the Caribbean, and the UK. I travel for client work where it's needed.
Many reasons, really. Writing for editors allows me to indulge my passion for travel and hotels and keeps me writing from different perspectives. It also affords me a unique opportunity to see inside many different types of hospitality businesses as a guest, as a client. This is invaluable for commercial clients. It also provides public archive of pieces they can read before commissioning.
