søster

Why Mexico Should Be on Your Bucket List!✨ In June this year, I got to tick off one of my Bucket List Destinations. A destination where rich culture, stunning landscapes, and vibrant history collide. Mexico offers a kaleidoscope of experiences that left me in awe! 🌵 From the bustling streets of Mexico City to the tranquil beaches of Isla Holbox, there's something here for every traveller. Mexico City: A cultural powerhouse, Mexico City is where I started my journey and what a way to start! Stroll through the historic centre, where the grand Zócalo square—one of the largest in the world—buzzes with life, surrounded by architectural marvels like the Metropolitan Cathedral and the National Palace. Dive into the city’s rich history at the Templo Mayor, an archaeological site that offers a glimpse into the ancient Aztec civilization. Whether you're savouring street tacos in Coyoacán or exploring the lush Chapultepec Park, Mexico City is an intoxicating blend of the old and new that will captivate your senses. 🎨🌮 Oaxaca: Nestled in the heart of the Sierra Madre mountains, Oaxaca is a vibrant tapestry of indigenous traditions, colonial architecture, and world-renowned cuisine. This city is a haven for food lovers—taste the rich, complex flavours of traditional mole, sample artisanal mezcal, and enjoy fresh Tlayudas in bustling markets. Oaxaca’s rich history is evident at every turn; explore the ancient ruins of Monte Albán, a UNESCO World Heritage site that offers stunning views and a fascinating insight into the Zapotec civilization. As you wander the colourful streets of the city, you’ll encounter artisans crafting intricate textiles, pottery, and Alebrijes—brightly coloured folk art sculptures that bring the region’s mythical creatures to life. Oaxaca’s lively festivals, like Día de los Muertos, add even more colour to this already vibrant city, making it a destination that will leave an indelible mark on your heart, as it did mine. 🏺🍫 Isla Holbox: My favourite stop of this trip. Isla Holbox is a tranquil island paradise where the Caribbean Sea and the Gulf of Mexico converge to create a natural wonderland. This serene retreat is perfect for those looking to unwind, with its pristine white-sand beaches, crystal-clear waters, and a pace of life that encourages relaxation. Adventure seekers will find plenty to do, from kayaking through mangroves to swimming alongside majestic whale sharks, the gentle giants of the ocean. Nature lovers will be thrilled by the island’s rich biodiversity—watch flamingos and other exotic birds in their natural habitats, or take a sunset cruise to witness the bioluminescent waters light up the night. With no cars and a laid-back atmosphere, Isla Holbox is the perfect destination to disconnect from the hustle and bustle of everyday life and reconnect with nature in its purest form. 🌅🦩 Mexico isn’t just a place to visit; it’s a place to fall in love with. What’s your bucket list destination? ✈️ søster

You can’t sell it well if you haven’t experienced it first hand. I’ve always had a lot of admiration for creative leaders who go out and interact with a brand as soon as a brief hits their desk: You’re pitching to Vans? Go buy a pair. You’re pitching to the LEGO Group? Go build a set. You’re pitching to Nintendo? Go play a Switch. You’re pitching to BMW Group? Go do a test drive or visit a showroom. You’re pitching to British Gas? Go… turn your heating on? I strongly believe that you can only truly understand the needs of a brand once you've immersed yourself in the day to day running of the business as well as the nuanced lifestyles they facilitate. If you don't do your due diligence, by going out to see the people you're working with or the people you're selling to, you risk your creative and your rhetoric becoming misaligned with the expectations of the end user. With that in mind, Alex Chan, Eva Ramirez, Jemma Uglow and I were fortunate enough to spend a fair amount of time in France, earlier this year, to get under the skin of Beaumier, a progressive brand that embraces a more soulful approach to travel and hospitality. Not only did our travels give us an opportunity to immerse ourselves in the beauty of Provence and Megève in particular, but we were also able to uncover those all important nuances and insights by getting out from behind our desks and going to meet the inspirational and visionary people who run it face to face. Whilst I'll never underestimate the value of diligent desk research, you can’t beat the buzz you get from the enthusiasm of people who live and breathe a brand, day in day out, or the die hard fans who bring it to life with their own interpretations and flair. Shout out to the Creative team at søster for some exceptional strategic and creative work and a massive thank you to the team at Beaumier for opening our eyes to a revolutionary new approach to the world of travel, in these wonderful and unique European destinations. #strategy #marketing #innovation #travel

What’s the best hotel in the world right now? Well according to the readers of Travel Leisure in a poll released last week (“World’s Best Awards”), it’s The Oberoi Rajvilas in Jaipur. The issue with declaring that hotel as without doubt the best hotel in the world is that there are many polls of this kind. Some of these are voted for by readers of publications and others are declared by travel professionals and journalists who work in the industry. In 2008 I started a spreadsheet that lists all the hotels that have featured in those awards in a bid to stay current and to understand what the best hotels in each country are. That spreadsheet currently incorporates nine different ‘world’s best’ lists and features 3,416 hotels. For those excel geeks out there (Sarah Threlfall I’m looking at you) – the last cell is currently CT3418! I’ve also produced my own balanced scoring system that ATTEMPTS to consider all of the scores from the polls, and created my own version of what the best hotels in the world are right now. Currently, according to that list, the Top 10 hotels in the world right now are: 1.     La Mamounia, Marrakech, Morocco 2.     Nihi Sumba, Sumba, Indonesia 3.     Hôtel de Crillon, Paris, France 4.     Belmond Hotel Cipriani, Venice, Italy 5.     Raffles Singapore 6.     Hotel Esencia, Tulum, Mexico 7.     Mandarin Oriental, Bangkok, Thailand 8.     The Upper House, Hong Kong, China 9.     The Newt in Somerset, England 10.  The Savoy, London, England The problem is there’s a new poll about to be released which will change the order and inclusions on that list. Nevertheless, it allows me to keep abreast of what hotels across the globe are performing well. It’s just an example of one of the ways that I try and stay current and offer value to the travel solutions we curate at søster. What do you do to stay current and in the loop?

It was a privilege to be invited to join Four Seasons Hotels and Resorts Incentive Roundtable in partnership with ALL ABOUT FLIGHTS LIMITED and The J Team Co., Ltd.. Hosted in Japan, we experienced the stunning Four Seasons Toyko at Otemachi, the luscious Four Seasons Kyoto, and a sneak preview viewing of the new Four Seasons Osaka opening in August! Not only that, but the exceptionally curated program connected us with the local culture and traditions; genuine people and places that brought the destination to life; and gave us the opportunity to debate the challenges and future of incentive travel with industry leading peers. A deeply immersive destination, my highlights included a tour of the Tokyo fish market with 4th generation sushi chef, Yoshi; followed later in the day with a tasting lunch experience at chef Yoshi’s humble restaurant. On day three, a visit to a Sumo Stable to witness morning training, before catching the bullet train to Kyoto. That afternoon, a rickshaw ride through Arashiyama Bamboo Grove, and a warm welcome to Four Seasons Kyoto with a drinks reception and Maiko experience in the resort tea house. Japan has huge potential for the incentive market with all it has to offer. There are myriad opportunities to bring a business's brand values to life through immersive experiences and creative planning. I am extremely grateful to the wonderful team at Four Seasons – Aida Fernandez, Lindsey Tomkins, Alexandra Coorssen and global colleagues – Kelly V., Imbi Sarv, Nefeli Diamanti, Polly Chen, Ryoji Yoshida, Ken Mieno, Tengku Nor Diyana Tengku Mohd Ismail, Iman Belgrini, who flawlessly demonstrated that Four Seasons consistently delivers the highest level of hospitality and a deeply personalised and generous service. Values that align in symbiosis with the expectations of our clients! #incentivetravel #soster #experientialtravel

Taking pictures plays a big part when I travel - I know this because of the 40,000 photos sitting in my camera roll. I believe one of the most significant powers of taking pictures is its ability to capture memories and tell your story. Every trip I go on, whether for work or personal reasons, is filled with unique experiences—landscapes, cultural encounters, and personal moments that can easily be forgotten over time. The photos I take are my physical (or digital) reminders of these experiences; whether it's a sunset over Port de Sóller, sitting in the calm of the Rocky Mountains, or a quiet moment by the pool in Tarragona, photos immortalise these moments. In my role at søster, I’m very lucky to have the opportunity to visit different parts of the world, allowing me to connect with people and places. Here are eight photos from my album that best represent the past few years of my travel adventures at the agency… 1. Positano, Italy 2. Lake Skadar, Montenegro 3. Port de Sóller, Majorca 4. Colorado Rockies, United States 5. North Yorkshire Moors National Park, United Kingdom 6. Évian-les-Bains, France 7. Tarragona, Spain 8. Marrakech, Morocco