Portfolio & Stories

In the world of hospitality, it’s all about creating meaningful experiences that engage guests and drive businesses forward. These stories give a glimpse into how I’ve made an impact in the hospitality industry with strategic insights, creative solutions and an eye for (mega)trends. They show how I transform complex challenges into valuable opportunities, from designing a new travel class to creating a culture of genuine hospitality within teams.

Care for your guests starts with care for their feelings

In today's unpredictable world, it is not surprising that people are increasingly looking for places where you can breathe, where you are seen. Where attention,...

Hospitality: It Starts with the Culture, Not Just the Front-Line

True hospitality doesn’t start with the frontliners; it begins with the culture of an organization. Discover how an authentic company culture and engaged employees are...

Gen Z in Hospitality: Challenge or Opportunity?

Gen Z brings fresh energy and a new perspective on work. Discover how to engage and retain this generation through transparency, responsibility, and meaningful work....

When Service Transforms into Hospitality

True hospitality goes beyond delivering service; it touches, surprises and creates unforgettable experiences. Discover how personal engagement, sensory experiences and storytelling bring the power of...

Crew as Sustainable Ambassadors

Sustainability in aviation requires crew involvement. Sustainability in aviation requires crew engagement. Discover how I helped the crew embrace the bigger picture of KLM’s sustainability...

Premium Comfort Class

Designing KLM's Premium Comfort Class was a unique opportunity to create a future-proof concept, positioned right between Economy and Business class. By researching premium travel...

About Crafted on Purpose

With Crafted on Purpose I help companies that consider hospitality as an essential success factor. I develop and implement concepts that enhance the customer experience and contribute to sustainable growth. Do you desire to take your hospitality concept to the next level? Get in touch!