Yamil Errasti

  • Yamil Errasti founded Everything Now in 2025. He has more than 20 years of experience across hotel operations, quality, marketing, digital, loyalty and brand strategy.

    Before establishing the studio, he held regional leadership roles at Marriott International. From 2017 to 2023, he was responsible for marketing, digital and loyalty across 50 hotels in Southern Europe. From 2023 to 2025, he led these functions for more than 90 hotels within Marriott’s European luxury portfolio.

    Earlier roles include Director of Marketing at W Barcelona, Events Lead for Retail Marketing at Apple, and quality and learning positions at W Hotels and The Ritz-Carlton.

    At Everything Now, he leads strategic advisory for hotel owners, operators and senior leadership teams.

  • 2003–2012

    Hotel operations, quality and learning

    Roles across The Ritz-Carlton Cancún, The Ritz-Carlton Grand Cayman, Hotel Arts Barcelona and W Barcelona.

    2012–2017

    Retail and hotel marketing

    Events Lead for Retail Marketing at Apple, followed by Director of Marketing at W Barcelona.

    2017–2025

    Regional portfolio leadership

    Area Director of Marketing, Digital and Loyalty for Southern Europe, followed by Regional Director for Marriott International’s luxury portfolio in Europe.

    2025–Present

    Strategic studio leadership

    Founder and Managing Director of Everything Now.

    • Brand strategy and positioning

    • Commercial and marketing strategy

    • Digital and loyalty

    • Hotel openings and repositioning

    • Portfolio strategy

    • Marketing organisation and governance

    • Team, agency and partner leadership

  • Marriott International CEO Award
    2021

    European Marketing Award, Marriott International
    2017

    EMEA President’s Award, Starwood Hotels & Resorts
    2012

    Global Quality Leader Award, The Ritz-Carlton Hotel Company
    2007

Selected Marriott Portfolio

The properties below formed part of Yamil’s area of responsibility during his time at Marriott International. The scope varied by property and included regional strategy, marketing planning, digital, loyalty, openings, repositioning and performance support.

    • Aloft Hotels

    • Bulgari Milan

    • Bulgari Rome

    • The London EDITION

    • The Reykjavik EDITION

    • The Barcelona EDITION

    • The Madrid EDITION

    • The Rome EDITION

    • The Lake Como EDITION

    • Hotel Arts Barcelona

    • The Ritz-Carlton, Abama, Tenerife

    • Penha Longa Resort

    • The Ritz-Carlton, Astana

    • The Ritz-Carlton, Wolfsburg

    • The Ritz-Carlton, Baku

    • The Ritz-Carlton, Rabat

    • The Ritz-Carlton, Geneva

    • The St. Regis Mardavall Mallorca Resort

    • The St. Regis Rome

    • The St. Regis Florence

    • The St. Regis Venice

    • The St. Regis Belgrade

    • The St. Regis La Bahia Blanca Resort, Tamuda Bay, Morocco

    • The St. Regis Astana

    • The St. Regis London

    • W Barcelona

    • W London

    • W Amsterdam

    • W Rome

    • W Ibiza

    • W Algarve

    • W Edinburgh

    • W Budapest

    • W Verbier

    • W Prague

    • W Florence

    • JW Marriott Venice Resort & Spa

    • The Gritti Palace, Venice

    • Cala di Volpe, Costa Smeralda

    • Hotel Pitrizza, Costa Smeralda

    • Hotel Romazzino, Costa Smeralda

    • Excelsior Hotel Gallia, Milan

    • Casa Brera, Milan

    • Prince de Galles, Paris

    • Hotel Grande Bretagne, Athens

    • King George, Athens

    • Pine Cliffs, Algarve

    • Hotel Alfonso XIII, Seville

    • Hotel Maria Cristina, San Sebastián

    • Castillo Hotel Son Vida, Mallorca

    • Hotel Marqués de Riscal, Rioja

    • The Jaffa, Tel Aviv

    • Mystique, Santorini

    • Vedema, Santorini

    • Santa Marina, Mykonos

    • Le Méridien Barcelona

    • Le Méridien Ra Beach Hotel & Spa

    • Le Méridien Lisbon

    • The Westin Palace, Madrid

    • The Westin Palace, Milan

    • The Westin La Quinta, Marbella

    • The Westin Excelsior, Florence

    • The Westin Excelsior, Rome

    • The Westin Dragonara Resort, Malta

    • Cervo Hotel, Costa Smeralda

    • Sheraton Milan San Siro

    • Sheraton Milan Malpensa Airport Hotel

    • Sheraton Diana Majestic, Milan

    • Sheraton Rhodes Resort

    • Sheraton Lisboa Hotel & Spa

    • Sheraton Mallorca Arabella Golf Hotel

    • Sheraton La Caleta Resort & Spa, Tenerife

Selected Media & Speaking

Commentary, interviews and speaking engagements covering luxury hospitality, brand strategy and the changing expectations of hotel guests.

HOSPITALITY INNOVATION PLANET · 2026
Brand Desire: From Attention to Loyalty
Speaker profile and session on building hospitality brands that convert attention into lasting preference.

EXPANSIÓN · MAY 2026
Las amenities, el lenguaje más discreto de los hoteles de lujo
Expert commentary on the role of amenities in contemporary luxury hospitality.

EXPANSIÓN · SEPTEMBER 2025
Negocios con tostadas: seis hoteles de lujo para desayunos de trabajo
Commentary on local audiences, hotel F&B and the business breakfast opportunity.

EXPANSIÓN · AUGUST 2025
El bienestar en los hoteles de lujo, un básico con el WiFi
Commentary on wellness, sleep and the evolving definition of luxury.

SUITE SUCCESS: MASTERS OF HOSPITALITY · AUGUST 2025
How a Blind Date Created a Hospitality Power Couple
A conversation about hospitality, brand building, cultural understanding and business.