The Guest Edit
Guest experience · Premium hospitality · Europe

We engineer the guest experience journey.

A senior advisor for premium hotels, resorts and F&B brands. From the first search result to the morning after departure — every stage scored, every gap closed, every moment your brand promise has to land. Experience is not soft. It is causal.

Propose a stay → See the practice →
Now · May 2026 Publishing The Future of Luxury Hospitality — a four-part editorial series. Read the series →
Where the work has been done Nobu/ Neom/ The Social Hub/ Banyan Tree Dubai
Credentials MIT — AI for business strategy/ Forbes Technology Council
02 / Thesis

Guest experience is not decoration. It is infrastructure.

For fifteen years inside luxury and lifestyle brands, one pattern kept repeating. Properties invest heavily in design, marketing and a brand book — and underestimate the lived reality required to make any of it work at the front desk, the restaurant pass, the spa relaxation lounge. That gap is where loyalty is quietly lost.

A guest's verdict is built across eleven distinct stages, from the first search result to the morning after departure. Small systemic decisions inside each stage compound into the only thing that matters: whether they tell the story or not. Experience is not soft. It is causal.

03 / Practice

One advisor. Three ways to engage.

The Guest Edit is a one-person consultancy by design. The expertise promised is the expertise delivered — no junior team, no agency overhead. Three modes, each addressing a different layer of the same question.

Mode 01 — Signature

The Overnight Edit

Two nights as a regular guest, in exchange for a complete eleven-stage audit. Senior eyes across your entire journey. Report delivered within five working days of check-out.

Propose a stay
Mode 02 — Project

Experience Design

Co-creation of refined guest moments — arrival rituals, F&B service concepts, the brand behaviours felt at every touchpoint. Delivered as an experience blueprint your teams can build against.

Discuss a project
Mode 03 — Retainer

Strategic Advisory

A monthly engagement for properties in opening, repositioning or performance improvement. Regular working sessions, on-call access — a senior advisor without the overhead of a senior hire.

Open a conversation
04 / Approach

Eleven stages. One guest verdict.

The audit covers the complete arc of the guest relationship — from first search result to loyalty decision. Every stage is scored, described and placed against the brand's own positioning. Stages marked AI + Design include a specific lens on how technology and identity are enhancing or undermining the experience.

Stage 01 Discovery & Online Presence

Search results, OTA listings, social — the impression made before a booking decision is formed.

AI + Design
Stage 02 Booking Experience

Website UX, booking engine flow, rate presentation and the quality of confirmation communications.

AI + Design
Stage 03 Pre-Arrival

Pre-stay emails, digital concierge, anticipation-building and personalisation before check-in.

AI + Design
Stage 04 Arrival & Check-in

Driveway, entrance and the first thirty seconds of human contact. Where most stays are quietly decided.

Stage 05 The Room

Design coherence, amenity quality, in-room digital touchpoints and how the space speaks for the brand.

AI + Design
Stage 06 Food & Beverage

Restaurant and bar experience, menu narrative, service style and brand coherence at the table.

AI + Design
Stage 07 Facilities & Common Areas

Spa, gym, pool, lobby — every shared space and the comfort, design and service quality throughout.

Stage 08 Service & Staff

Consistency of warmth, problem resolution and the degree to which staff embody the brand in every interaction.

Stage 09 Digital Touchpoints In-Stay

In-room technology, Wi-Fi, app experience and the quality of digital service requests during the stay.

AI + Design
Stage 10 Check-out & Departure

Billing clarity, farewell quality and the final impression that determines what gets remembered.

Stage 11 Post-Stay & Loyalty

Follow-up communication, review management, CRM mechanics and the actual likelihood of return.

AI + Design
The verdict Did they tell the story.

Loyalty is a downstream metric. The eleven stages decide it long before any survey is sent.

05 / Writing

The Future of Luxury Hospitality.

A four-part editorial series for owners, operators and brand teams thinking about what luxury actually means to the guests now booking the suites — and what has to change before they stop.

2026 · 05 · Chapter 01

The New Definition of Luxury.

Why the categories the industry inherited — opulence, exclusivity, polish — no longer describe what the next generation of luxury guests are actually buying.

→
2026 · 06 · Chapter 02

Service is not a script.

On the difference between trained behaviour and brand instinct — and why the most expensive properties in the world keep getting it wrong.

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2026 · 07 · Chapter 03

AI inside a luxury brand.

How to deploy automation, personalisation and concierge-grade AI without flattening the texture that made the brand premium in the first place.

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2026 · 08 · Chapter 04

Designing for the morning after.

The decisions that determine whether a guest tells the story of their stay — made long before they pack their bag.

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Read the practice overview →
06 / About

An advisor, not an agency.

Jeroen Janssen Jeroen Janssen — Founder

Jeroen approaches guest experience the way an architect approaches a building — not as decoration, but as infrastructure.

Trained in AI implications for business strategy at MIT, a member of the Forbes Technology Council, and with founding-level experience across Nobu, Neom, The Social Hub and Banyan Tree Dubai, he brings a rare combination: luxury brand rigour, systems thinking and the operational clarity that only comes from having built guest experience from nothing.

The Guest Edit is the practice through which he applies that lens to premium hotels, resorts and F&B — precisely, personally, and one property at a time.

Nobu Hotels & Restaurants Translating one of the world's most imitated luxury brands into a service standard guests feel, not just see.
Neom Building a guest experience framework from nothing, for a destination that had never existed before.
The Social Hub Founding the guest experience layer for one of Europe's most ambitious lifestyle hospitality brands.
Banyan Tree Dubai Refining the guest journey of an iconic luxury resort, where the standard is exceptional and the margin for error is zero.
The question

How does your brand promise actually feel at the front desk?

Selective inquiries for 2026. Limited capacity for new properties in Q1 2027. Whether you'd like to propose an Overnight Edit or open a longer conversation, write directly.

info@jeroen-janssen.com → Connect on LinkedIn →