Brand Strategist
for Independent Hospitality Brands
Based in
Lisbon
© 2026
hello@jasmine-tam.com
A brand strategy practice for premium boutique hotels and hospitality brands, helping shape how they're perceived and chosen.
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Partnering with owners and leadership to translate their properties into a brand that feels coherent, specific, and true to the experience. The work is defining the strategy that shapes how the brand is positioned and chosen.
Exceptional properties often lose their distinction because their brand expression usually stops at the surface. Of course, you’ll show the bed, a cocktail and the view. But so will everyone else. By going deeper, your hotel becomes an emotional experience, even before the guest arrives.
Case Study
Pacific Bitcoin
Strategy, positioning, and identity that turned Pacific Bitcoin into a destination people traveled for.
Brief
Differentiate where every competitor in the category offered the same.
Approach
Strategy, positioning, identity, and the atmospheric brand decisions that made the brand the reason to choose.
Thoughts and musings on the world of hospitality, marketing and travel.
01
How Bad Social Media Kills Hotel Bookings
Why weak social positioning quietly reduces direct bookings.
02
When Everyone Likes You, Nobody Loves You
Why brands that try to appeal to everyone end up meaning nothing to anyone.
03
The Generic Luxury Hotel Problem
Why looking like the chains you're trying to escape dilutes your distinction.