Social media success is often talked about in terms of viral posts, sudden spikes and big follower numbers. For luxury travel brands, we don’t think that is always the most useful way to look at it. Over a four-year period, Chiron Hotel Consulting was responsible for the complete management of the Instagram account for a UK-based tailor-made travel company specialising in Asia. That included the strategy, content planning, copywriting, publishing and day-to-day management of the channel. The...

This weekend, I spent two nights at Domaine Madrona in the foothills of the Pyrenees, half an hour from Perpignan, close to the border of France and Spain. By the time I left, I realised that what had stayed with me had very little to do with the property itself. Of course, the setting is beautiful. The house, parts of which date back to the thirteenth century, sits among gardens filled with lavender, agapanthus and oleander that swayed in a temperate breeze. There are generous terraces...

Over the last six months, I’ve probably spent more time researching AI than any other subject in my career. Like many business owners, I’ve oscillated between excitement and fear. I’ve spent evenings and weekends testing tools, reading, experimenting and trying to understand what is probably the biggest technological shift of our lifetime. In the last month alone, I’ve tested around twenty AI tools. I’ve hired an AI consultant to work with us, invested heavily in subscriptions and spent a...