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

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NOW IN MOTION /

Living room with a yellow sofa, purple armchairs, a glass bowl on a round coffee table, colorful abstract wall art, large windows with red curtains, and a television on a wooden wall panel.

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
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.

Aerial view of a marina with boats, modern buildings, and a cityscape with tall skyscrapers and mountains in the background.

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
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 & 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 & 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 & 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 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

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TRUSTED BY /

SERVICES

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SERVICES /

Clarity-first.
Strategy-led.
Creativity-backed.
Outcome-obsessed.

Luxury hospitality demands alignment across positioning, brand, digital, sales, revenue, and guest experience. When these move separately, value erodes. Our services are designed to keep everything aligned. We define direction through Strategic Consulting, build structured brand and creative systems through Strategy & Creative Projects, and lead ongoing marketing execution through Client Strategy. Each level has a clear scope, but all are grounded in disciplined thinking and measurable impact.

  • Defines direction.

    We provide senior-level advisory to clarify positioning, commercial priorities, and strategic direction before execution begins.

    This is diagnostic and decision-focused work. It aligns owners, operators, and leadership teams around a clear market position and growth roadmap.

    There is no execution in this vertical. It defines the foundation others will build on.

    Scope includes:

    • Brand and hotel positioning

    • Purpose and narrative definition

    • Market and competitive analysis

    • Commercial strategy alignment

    • Opening and pre-opening strategic frameworks

    • Advisory to owners, asset managers, and operators

    • Executive-level marketing guidance

  • Builds the platform.

    This vertical translates strategy into structured, tangible systems: identity, storytelling, creative frameworks, and experience architecture.

    It is project-based and delivery-driven. It produces the tools and assets that allow a hotel or brand to operate consistently and differentiate in the market.

    It does not manage daily marketing execution. It builds what execution requires.

    Scope includes:

    • Brand identity and visual systems

    • Tone of voice and storytelling frameworks

    • Experience and concept development

    • F&B positioning and concept refinement

    • Opening creative direction

    • Signature experience design

    • Group or corporate-level brand platforms

    • Paid media strategic frameworks (not campaign management)

  • Operates and leads ongoing marketing.

    We act as the external marketing department for luxury hotels.

    This is long-term, integrated engagement. We lead, coordinate, and oversee all marketing functions to ensure alignment between brand, digital, PR, sales, and revenue.

    This vertical does not redefine positioning from scratch. It activates, manages, optimizes, and protects it over time.

    Scope includes:

    • External marketing leadership

    • Budget planning and allocation

    • Digital ecosystem management and optimization

    • Social media and content oversight

    • PR and communication coordination

    • Partnerships and activations

    • Alignment with Sales and Revenue

    • Performance reporting and KPI tracking

MEET THE TEAM

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MEET THE TEAM /

We are a senior team of strategists, creatives, and operators working at the intersection of brand and business. We are creatives, but we speak business. We think rigorously, act decisively, and partner closely with leadership teams to bring clarity, structure, and commercial direction to every brand we support.

  • Yamil Errasti

    Yamil Errasti

    FOUNDER AND
    HEAD OF STRATEGY

    Yamil brings over 20 years of experience across global brands including Apple, W Hotels, The Ritz-Carlton and Marriott International. He leads strategic direction at Everything Now, focusing on positioning, commercial alignment and long-term brand clarity. As Founder, he works closely with owners and senior leadership teams, acting as a trusted advisor on growth, identity and market differentiation within the luxury hospitality sector.

  • Laura Pérez

    Laura Pérez

    SENIOR STRATEGY
    CONSULTANT

    Laura brings more than two decades of experience in luxury hospitality marketing and communications, with senior roles at The Ritz-Carlton, Address Hotels + Resorts, and Mövenpick Hotels & Resorts. She provides high-level strategic guidance across positioning, PR and brand development, strengthening the studio’s advisory capabilities across international markets.

  • Alex Rolli

    SENIOR MANAGER,
    CLIENT STRATEGY

    Alex is a marketing strategist with experience in global brand environments and experiential campaigns, including Consumer Marketing at Estée Lauder. At Everything Now, she leads client relationships and operational oversight, ensuring strategic alignment, delivery discipline and sustainable growth across retainer projects.

  • Alexis Lewis

    Alexis lewis

    CLIENT STRATEGY
    COORDINATOR

    Ally supports the Client Strategy vertical, assisting with coordination, reporting, research, and execution across our long-term hotel partnerships. She works closely with senior team members to help maintain structure, timelines, and performance oversight across accounts.

  • Sophie Sinclair

    Sophie Sinclair

    SENIOR MANAGER,
    STRATEGY AND CREATIVE PROJECTS

    Sophie leads the Strategy & Creative Projects vertical, translating positioning into actionable brand platforms and overseeing storytelling and execution. She also leads paid media strategy and manages all group and corporate projects, ensuring disciplined coordination and commercial alignment across complex initiatives.

  • Javi Bosch

    Javi Bosch

    STUDIO
    EXECUTIVE

    Javi is a third-generation hospitality professional with experience in guest-facing and client management roles. As Studio Executive, he supports client projects and internal operations, reinforcing structure, commercial awareness and disciplined execution across the studio.

Frequency

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the signal behind the work

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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.

Explore Frequency