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 a bold lifestyle hotel set to redefine luxury hospitality in Florence, blending contemporary design, creative culture and vibrant social energy within a historic palazzo. We externalize the marketing function, defining positioning, structuring commercial strategy across rooms and F&B, aligning programming with brand narrative, and acting as a senior strategic extension of the leadership team to ensure long-term differentiation in the Italian luxury market.
Rosewood Hotel Group
Strategic Consulting
Rosewood Hotel Group is one of the world’s leading ultra-luxury hospitality brands, recognized for its place-driven philosophy and refined, human-centered service culture. We provide senior strategic marketing consultation across selected initiatives within the portfolio, supporting clarity of positioning and strengthening alignment between brand narrative and commercial ambition.
The Lake Como EDITION
Client Strategy
The Lake Como EDITION introduces contemporary design and cultural relevance to one of Italy’s most established luxury destinations. We externalize marketing support, aligning property and brand stakeholders, structuring the launch roadmap, integrating revenue strategy with storytelling, and ensuring a cohesive commercial and communication platform from pre-opening through market entry.
Hotel Investment Partners
Guadalmina, a Luxury Collection Resort, Marbella
Strategic Consulting
In partnership with Hotel Investment Partners and Marriott International, we support the development of Guadalmina, a future Luxury Collection resort in Marbella. Our role centers on defining positioning, building the go-to-market strategy, and establishing the marketing foundations required to guide the project from development phase to successful launch.
SLS Barcelona
Client Strategy
SLS Barcelona brings theatrical luxury, design-led energy and a high-impact lifestyle offering to the city’s waterfront. We lead pre-opening marketing strategy, structure commercial alignment, define F&B positioning and rollout frameworks, and build the launch architecture that connects brand personality with local and international demand.
Anantara Convento di Amalfi Grand Hotel
Client Strategy
Anantara Convento di Amalfi is a 13th-century monastery transformed into a landmark Amalfi Coast retreat. For the reopening, we externalize all marketing functions, aligning brand narrative, digital presence, commercial strategy and experience positioning to ensure the property re-enters the global luxury market with clarity and strength.
JW Marriott Hotel Tashkent
Strategy and Creative Projects
JW Marriott Hotel Tashkent represents a landmark opening introducing mindful luxury to Central Asia. We defined strategic positioning, narrative frameworks and guest experience storytelling, shaping the conceptual platform that supports the hotel’s launch and brand consistency within an emerging luxury destination.
W Rome
Client Strategy
W Rome is a design-driven lifestyle hotel bringing modern energy to the Eternal City. We externalized marketing support, repositioned the hotel, elevated programming, developed the in-house marketing team and aligned brand narrative with commercial strategy to strengthen long-term market relevance.
Design Hotels
Strategy and Creative Projects
Design Hotels is a global collective of independent, design-forward properties shaping hospitality culture. We developed strategic and conceptual platforms designed to elevate next-gen leadership, strengthen community and support innovation across its network of hoteliers.
Minor Hotels
Strategy and Creative Projects
Minor Hotels is an international hospitality group operating multiple global brands and diverse portfolios. We provide strategic marketing consultation to refine positioning, strengthen brand expression and align commercial intent across selected properties.
Principessa Forte dei Marmi, Autograph Collection
Client Strategy
Principessa Forte dei Marmi is a boutique luxury property currently under development on the Tuscan coast. We lead positioning, define the launch blueprint and structure the marketing architecture from early development stages, ensuring brand, narrative and commercial strategy are aligned before market entry.
El Palace Barcelona
Client Strategy
El Palace Barcelona is a historic luxury institution established in 1919. We externalize marketing leadership, refine positioning, align heritage with contemporary expectations, and structure commercial direction to ensure the property evolves while preserving its iconic identity.
Trusted by
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.
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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
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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.
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
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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 operator
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
CONSULTANTLaura 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
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30+ Hotel Openings ✳︎
24 Years in Travel
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24 Years in Travel ✳︎
100+ Luxury Hotels
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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.
