It all started in the summer of 2019, while on a family holiday in cowboy country.

Serena and her mother had checked-in late to Triple Creek Ranch after a long day’s drive.  They were arriving to the Relais & Châteaux resort exhausted from earlier hikes at Glacier National Park.  Despite the beauty of the property, several service points left gaps in expectations, and Serena felt compelled to share her thoughts about the visit.  After departing, she sent a detailed e-mail to the hotel manager with suggestions for how to improve the customer experience for future guests.  Little did Serena know that his very appreciative response (refunding the night’s stay, instead treating her insights as a consultation) would eventually change the course of her career.

Two years later, Serena was introduced to Anne Rogers at Culture A, an arts and innovation agency with strong clients in the hospitality world.  This was the official outlet to hotels that Serena had been waiting for.  She was fortunate to collaborate closely with Anne from 2021-2023 while based in Amsterdam, drafting guest journeys and arts experiences while aligning with the needs of business owners.  When Serena was hired by Inhabit Hotels in London to produce its first impact report as a B Corporation, she knew that she was on the right track— combining the comprehensiveness of guest journeys with sustainability was what she was meant to do.

Since then, she’s joined hospitality professionals from around the world at Cornell’s Nolan School of Hotel Administration for an academic certificate in Creating and Managing the Guest Experience, and later in Portugal for a Regenerative Travel conscious tourism retreat.  Both intensive programs have broadened and deepened her knowledge of what activates a customer, as well as where hospitality is headed.

Currently based in Charlottesville with her partner and son, Serena looks forward to strengthening regional business relationships while expanding her consultancy across America and abroad.