Meet Aalia Udawala, our newly promoted Director of Strategic Hospitality Advisory at Luxury Frontiers. Aalia's extensive background in hospitality, combined with her expertise in luxury experiential lodging, makes her a valuable asset to our team. Discover her journey, insights on the industry, and the role of our Strategic Hospitality Advisory department.
AALIA'S BACKGROUND
Aalia grew up in Houston, Texas, and spent her holidays in Northern India. She holds a Bachelor's degree in Global Analysis from the University of Texas and a Master’s in Global Hospitality Business from Ecole Hôtelière de Lausanne. Her career spans roles as an Outdoors Guide, Scuba Instructor, Investor Relations at a Hedge Fund, and Hotel Operations for Marriott brands.
Before joining Luxury Frontiers, she worked at PKF Hotelexperts in outdoor hospitality strategy and market studies. Aalia's global experiences, from organising a folk festival in Iceland to writing diplomatic cables in Estonia, bring a unique perspective to our projects and how we communicate with our stakeholders.
ABOUT OUR STRATEGIC HOSPITALITY ADVISORY DEPARTMENT
Since 2016, the Strategic Hospitality Advisory department at Luxury Frontiers has offered expert counsel to tourism boards, travel outfitters, landowners, hotel brands, government agencies, sovereign funds and investors worldwide. As recognized eco-tourism experts, we’ve built a reputation for delivering industry expertise to clients who want to create world-class nature-based hospitality concepts.
Our distinguished clients include One & Only, Marriott International, Abercrombie & Kent, Ernest & Young, Boston Consulting Group, Enjoy Group of Costa Rica, Oberoi Hotels & Resorts, The Public Investment Fund and PwC among others.
Reflecting on her promotion, Aalia notes:
"It’s an incredible opportunity to further contribute to the innovative projects we undertake at Luxury Frontiers and to continue pushing the boundaries of what's possible in the hospitality industry. I’m eager to lead our strategic initiatives, collaborate with our talented team, and drive impactful change in the world of experiential lodging."
OUR SERVICES
The Strategic Hospitality Advisory Department works closely with Luxury Frontiers’ larger design team to provide a comprehensive, integrated approach and create added value for the design team and our clients.
The department’s services are divided into two main areas:
1. Strategic Planning Advisory Services
Market Landscape & Benchmark Analysis
Project Definition & Visioning
Business Plan Development
Hotel Assessment
Repositioning & Turnaround
ESG Strategy
Hotel Operator Search and Contract Negotiation Support
Experiential Script
Experience Site Mapping
Experiential Script Programming and Execution
2. Asset Management, Operations, and Sales & Marketing Advisory Services
We focus on establishing efficient and effective hospitality operations by designing holistic experiential programming for both indoor and outdoor environments. Our services include recruitment support, pre-opening operations, sales and marketing advisory, ongoing operations support, and asset management to maximize value and achieve strategic goals.
AALIA'S INSPIRATION AND VISION
“People will protect what they love. This realisation motivates me to advise on concepts and design experiences aimed at creating a platform for guests to foster this love for nature, the environment, local communities, and a simpler way of life.”
Aalia’s passion for conservation, influenced by her upbringing and volunteering experiences, drives her to design hospitality concepts that foster a love for nature.
She believes in creating experiences that inspire guests to connect with the environment and local communities. Moments like enjoying a farm-to-table meal or witnessing a healthy coral reef can leave a lasting impact, encouraging guests to advocate for protecting natural resources.
THE EXPERIENTIAL HOSPITALITY INDUSTRY
The experiential travel industry is evolving, with innovative designs, sustainability, and community engagement becoming mainstream. Aalia is excited about these trends, as they encourage people to explore beyond traditional travel experiences.
“There's a noticeable trend of people venturing beyond their comfort zones of traditional resorts and wanting to come home from their holidays a better version of themselves - be it smarter, more empathetic, healthier, and knowing that their visit wasn’t detrimental to the local environment and culture. I often receive messages from friends about how a stay at a lodge has transformed their perspective and shifted their mindset. This, I believe, is how we drive change and cultivate empathy, both for others and for our environment.”
HOW AALIA IS REDEFINING LUXURY
In the past, Aalia defined luxury as having the best of everything at any time, whether that’s enjoying Russian caviar in a South American jungle or having a Texas steak flown to a remote island in the South Pacific.
Now, her perception has evolved.
In my personal life, I find the most luxury when freediving. Underwater, holding my breath, thinking of nothing except the power of the ocean and finding what we call ‘flow state’ and stillness of mind. It’s found in savouring locally sourced food, listening to indigenous stories, or forging connections around a campfire. True luxury, to me, means being fully present and immersed in the environment around you.
Connect with Aalia on LinkedIn or Contact Us to discuss your project.