I design travel the way I experience it.

I have never travelled to collect stamps in a passport.

I travel to understand a place. How it wakes up. What it eats. How it moves. What it values.

Over the past two decades, I have visited more than 75 countries — not as a checklist, but as a student of neighbourhoods, food cultures, loyalty strategy, and the small decisions that separate a good trip from a transformative one.

GoLux began personally.

Friends would ask for help planning their journeys. Not because they could not search online, but because they wanted judgment. Someone to filter the noise. Someone to say: this hotel is right for you, that one is not. Spend here. Skip that.

That instinct — to curate rather than compile — became the foundation of this work.

Most itineraries treat food as a reservation to book.

I treat it as the narrative.

Every destination has a dish that explains it. A market that reveals its rhythm. A restaurant that tells you who the city is becoming. The street corner where the locals eat before anyone else finds out.

I design journeys where meals are not fillers between activities. They are anchors. The thing you plan the day around. The memory that outlasts the hotel room.

This is not about Michelin stars, though those matter when they matter. It is about understanding that food is the most honest way into any culture — and making sure you find it.