Everything Now® is a strategic partner to owners, operators and hospitality groups. We operate from within the business—bringing clarity, alignment and commercial direction to the world's most ambitious hospitality brands.
Operating globally from Madrid.

Modern office building facade with rows of reflective windows and a golden rooftop eagle sculpture against a clear blue sky

Now in Motion

Rosewood Hotel Group

Aerial view of a Mediterranean seaside resort with terracotta-roofed buildings, swimming pools, rocky coastline, and turquoise ocean.

Hotel Investment Partners

Historic Palace Hotel building with ornate Beaux-Arts architecture, rooftop flags, and fountain in a city square
Historic Palace Hotel building with ornate Beaux-Arts architecture, rooftop flags, and fountain in a city square

The Palace, a Luxury Collection Hotel, Madrid

Luxury oceanfront terrace with outdoor seating, dining table, palm tree, and sea view
Luxury oceanfront terrace with outdoor seating, dining table, palm tree, and sea view
Aerial sunset view of a riverside city with the Rama 3 development, bridges, boats, and high-rise buildings
Elegant living room with a curved gray sofa, yellow lounge chairs, red coffee table, arc floor lamp, artwork, and red curtains
Elegant living room with a curved gray sofa, yellow lounge chairs, red coffee table, arc floor lamp, artwork, and red curtains

W Rome

Ornate hotel entrance with red curtains, wrought-iron balconies, gold decorations, and a uniformed doorman
Ornate hotel entrance with red curtains, wrought-iron balconies, gold decorations, and a uniformed doorman

El Palace Barcelona

Desert resort pool with stone boulders, cacti, lounge chairs, and an outdoor bar
Desert resort pool with stone boulders, cacti, lounge chairs, and an outdoor bar

Design Hotels

Bright coastal living room with white sectional sofa, round coffee tables, armchair, large windows, and ocean-view terrace
Bright coastal living room with white sectional sofa, round coffee tables, armchair, large windows, and ocean-view terrace

The St Regis Mardavall Mallorca

Luxury contemporary living room with neutral furnishings, floor-to-ceiling windows, tropical garden views, wood paneling, and abstract wall art
Luxury contemporary living room with neutral furnishings, floor-to-ceiling windows, tropical garden views, wood paneling, and abstract wall art

Principessa Forte dei Marmi

Modern sunlit living room with floor-to-ceiling windows, white bouclé chairs, tan chaise lounge, dining area, and rooftop terrace views
Modern sunlit living room with floor-to-ceiling windows, white bouclé chairs, tan chaise lounge, dining area, and rooftop terrace views

The Madrid EDITION

Modern black-clad home with wood deck, outdoor dining area, shade sail, and landscaped garden
Modern black-clad home with wood deck, outdoor dining area, shade sail, and landscaped garden

Minor Hotels

Modern lakeside living room and dining area with mountain views, floor-to-ceiling windows, and balcony.
Modern lakeside living room and dining area with mountain views, floor-to-ceiling windows, and balcony.

The Lake Como EDITION

Panoramic view of a Mediterranean cove with sailboats, palm-lined beach, resort pool, and forested cliffs

Cala San Miguel Resort Ibiza by Hilton

Courtyard hotel with arched balconies, tropical plants, lounge chairs, and a blue swimming pool

NH Collection Palacio Córdoba

Archer Hotel Capital

Guadalmina, a Luxury Colection Resort, Marbella

Areas of Expertise

We combine strategic advisory with hands-on marketing expertise across the full hospitality ecosystem.

Strategy

Brand Strategy & Positioning
Defining the distinctive role, relevance and commercial proposition of a hospitality brand.

Market & Competitive Strategy
Identifying opportunities through market intelligence, audience insight and competitive analysis.

Portfolio Strategy
Creating clarity, hierarchy and differentiation across brands, properties and outlets.

Brand

Brand Creation
Developing new hospitality concepts from strategic foundation through launch.

Repositioning
Evolving existing properties to reflect changing products, markets and ambitions.

Brand Narrative & Messaging
Translating strategy into a clear story across every guest-facing touchpoint.

Commercial

Commercial & Marketing Strategy
Connecting brand thinking with demand, revenue priorities and measurable business objectives.

Digital & Demand Generation
Improving the digital ecosystem, campaigns, offers and customer journey to increase conversion.

Suites Strategy
Building stronger propositions and targeted demand for priority accommodation categories.

Experience

Guest Experience
Turning brand strategy into meaningful moments across the complete guest journey.

Food & Beverage Strategy
Defining the positioning, role and commercial opportunity of restaurants, bars and culinary concepts.

Programming & Partnerships
Creating collaborations, cultural programmes and activations that build relevance and demand.

Communications

Content & Creative Direction
Defining the ideas, narratives and visual direction required to express the brand.

Launch Strategy
Building integrated plans that create awareness and demand before, during and after opening.

PR & Communications Strategy
Aligning messages, markets and media opportunities around clear commercial priorities.

Advisory

Marketing Leadership
Supporting internal teams with strategic direction, planning frameworks and decision-making.

Agency & Partner Management
Coordinating specialist partners to ensure consistency, momentum and accountability.

Trusted by

Design Hotels

El Palace barcelona

Archer Hotel Capital

Anantara Hotels and Resorts

W Hotels

Rosewood

Edition Hotels

Hotel Investment Partners

Marriott International

The Luxury Collection

Minor Hotels

SLS Hotels

Ennismore

Autograph collection hotels

JW Marriott