Strategy and Creativity working as one.
Everything aligned.
Everything, now.
Everything Now® is a strategy-led, senior-level studio partnering with luxury hotels, brands, and hospitality groups to bring clarity, direction, and alignment to their marketing and brand strategy.
We specialize in openings, repositionings, and complex marketing ecosystems where precision, expertise, and immediate impact are essential.
Operating globally from Madrid.
Now in Motion
W Florence
Client Strategy
W Florence is set to redefine luxury and lifestyle hospitality in the heart of Florence, blending bold creativity, vibrant social energy, and modern luxury.
Hotel Investment Partners
Guadalmina, a Luxury Collection Resort, Marbella
Strategic Consulting
Everything Now is partnering with HIP and Marriott International to define the positioning, launch strategy, and full marketing setup for the future Guadalmina, a Luxury Collection Resort in Marbella.
The Lake Como EDITION
Client Strategy
Everything Now Studio is leading the strategic marketing for The Lake Como EDITION, supporting the hotel, and brand teams in aligning vision and execution.
Rosewood Hotel Group
Strategic Consulting
Rosewood is one of the world’s leading ultra-luxury hospitality brands, defined by its sense of place, contemporary timelessness, and human-centered approach to service.
The Rome EDITION
Client Strategy
The Rome EDITION is more than a luxury hotel; it’s a cultural and social hub in the heart of the city. With its distinctive EDITION aesthetic, an elevated yet understated approach to hospitality, and a collection of exceptional venues, the hotel has all the right ingredients to be a standout destination.
SLS Barcelona
Client Strategy
Everything Now was brought in to build SLS Barcelona’s pre-opening marketing strategy from the ground up, ensuring the brand’s signature energy, playfulness, and theatrical luxury made an unforgettable entrance in Spain.
JW Marriott Hotel Tashkent
Strategy and Creative Projects
A landmark opening in Central Asia, JW Marriott Hotel Tashkent blends mindful luxury with Uzbek hospitality in the heart of the capital. We are currently working with the hotel and Marriott’s global brand team to define its strategic positioning, narrative framework, and guest experience storytelling.
W Rome
Client Strategy
W Rome is a bold, design-led hotel in the heart of the Eternal City. We support the General Manager and marketing team with strategic planning, team development, campaign execution, and brand-consistent activations.
Design Hotels
Strategy and Creative Projects
We’re partnering with Design Hotels to develop a new strategic platform focused on reimagining hospitality leadership. The project aims to inspire and empower a new generation of hoteliers through immersive learning, personalized development, and bold thinking.
El Palace Barcelona
Client Strategy
A landmark of European luxury since 1919, El Palace Barcelona is one of the city’s most iconic hotels. Everything Now is partnering with the property to strengthen its brand foundations and refresh its marketing direction for a new era.
Principessa Forte dei Marmi, Autograph Collection
Client Strategy
Everything Now Studio is supporting the pre-opening and launch of Principessa Forte dei Marmi, a new boutique luxury hotel set to open in Summer 2026.
Trusted by
Clarity-first
Clarity-first
Strategy-led
Strategy-led
Creativity-backed
Creativity-backed
Outcome-obsessed
Outcome-obsessed
Our Services
Our work is structured across three core verticals, designed to support luxury hospitality brands from strategic definition to execution and long-term growth.
Client Strategy
We partner with luxury hotels as their dedicated external marketing team, leading all marketing, digital, PR, brand communication, and commercial alignment with the precision of an in-house senior department.
This is long-term, high-impact, deeply integrated work.
We ensure consistency, clarity, and commercial direction across every channel; from digital performance to social media, content, PR, partnerships, and brand activations.
Clients choose this model for one reason: they want one partner who understands everything, sees everything, and aligns everything.
What this includes:
External marketing management
Digital ecosystem setup & optimization
Social media and content direction
PR and communication strategy
Partnerships & brand activations
Commercial coordination with sales & revenue
Reporting, measurement & performance strategy
Everything Now provides senior-led strategic consulting that defines a property’s purpose, positioning, and narrative before anything else takes shape. We build the strategic foundation that guides every decision—brand, marketing, F&B, digital, guest experience, and commercial strategy.
Our work gives owners, GMs, and marketing leaders the confidence that their brand is aligned, competitive, differentiated, and ready to make an entrance in the market.
Clarity first. Always.
Strategy and Creative Services
What this includes:
Brand identity & expression
Creative and experience direction
Storytelling, voice, and narrative systems
F&B concept refinement and positioning
Opening creative development
Signature experience design
Strategic Consulting
This vertical turns clarity into expression; developing the identity, storytelling, creative frameworks, and experience concepts that define how a luxury hotel shows up in the world. From visual identity and tone of voice to F&B concepts, brand signatures, and opening creative, we ensure every element is aligned to the strategy and crafted with precision.
Our approach blends creativity with commercial intention, building brands that resonate deeply and endure.
What this includes:
Brand & hotel positioning
Purpose, narrative & storytelling
Market and competitive analysis
Commercial Strategy
Opening strategy & pre-opening direction
Senior advisory for owners and operators
Meet the Team
We’re a sharp team of strategists, creatives, and operators. We think deeply, move fast, and partner closely; bringing clarity, energy, and direction to every brand we touch.
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Yamil Errasti
FOUNDER AND
HEAD OF STRATEGYWith over 20 years of experience across Apple, W Hotels, The Ritz-Carlton and Marriott International, Yamil has led marketing, digital and brand strategy at both property and portfolio level, supporting hotel openings, repositionings, F&B concepts and commercial strategy across Europe and beyond.
Yamil works at the intersection of strategy, creativity and business, helping brands find clarity, define their positioning and align marketing with real commercial and operational needs. He partners closely with owners and senior leadership teams as a trusted strategic advisor.
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Alex Rolli
SENIOR MANAGER,
CLIENT STRATEGYAlexandra is a marketing and brand expert with a background in global strategy and experiential campaigns. She worked on Consumer Marketing at Estée Lauder and created activations for top brands on the agency side.
At Everything Now, she drives operations, builds relationships, and keeps the studio focused on growth. A steady force behind the momentum; strategic, sharp, and always moving forward.
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Sophie Sinclair
SENIOR MANAGER,
STRATEGY AND CREATIVE PROJECTSSophie leads our branding projects, storytelling development, and long-term strategy initiatives. As Senior Manager, Strategy and Creative Projects at Everything Now, she is the engine behind our execution; from project coordination to tactical delivery.
With a background managing luxury and branded operations, her ability to translate strategy into seamless, real-world workflows is unmatched.
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Laura Pérez
SENIOR STRATEGY CONSULTANT
Laura brings over two decades of experience in luxury hospitality, brand communications, and strategic marketing.
Having held senior leadership roles at global brands like The Ritz-Carlton, Address Hotels + Resorts, and Mövenpick Hotels & Resorts, she combines deep industry knowledge with a strategic mindset. Her background spans communications, PR, and brand positioning across Europe, the Middle East, and Latin America.
30+ Hotel Openings
30+ Hotel Openings
24 Years in Travel
24 Years in Travel
100+ Luxury Hotels
100+ Luxury Hotels
Welcome to Frequency,
the signal behind the work
A space for clarity, frameworks, and the ideas shaping luxury, hospitality, and brand strategy today. Not trends. Not noise. Just perspective; grounded in experience, driven by intention.
