Strategic Communications & Luxury Brand Advisor

Isabel Tapp is a Strategic Advisor to boards, CEOs and senior leadership teams, specialising in luxury and ultra-luxury hospitality, tourism and travel. Her particular expertise lies in the expectations and service requirements of Ultra-High-Net-Worth Individuals (UHNWI): clients for whom luxury is defined not by product or price, but by discretion, personalisation, trust, cultural understanding and the ability to anticipate needs before they are expressed.

She is a Certified Advisory Board Chair with a career spanning more than 35 years, including more than 25 years in the GCC. Isabel advises boards, destinations, tourism authorities and business leaders on strategic positioning, reputation, stakeholder engagement, market entry and sustainable long-term growth across the luxury hospitality, travel and tourism sectors.

Her career began in Europe with Rocco Forte and Corinthia Hotels, before she was invited to Dubai by Jumeirah Group, where she led the global communications and launch of Burj Al Arab. She has since worked with many of the world’s leading luxury brands, including Mandarin Oriental, Banyan Group, Chedi Hospitality, St Regis and Oberoi Hotels & Resorts, as well as destinations and tourism boards including Visit Britain, the Vienna Tourist Board and Visit Finland.

Today, her focus is increasingly on strategic advisory and board-level work, helping leadership teams anticipate change, strengthen competitive positioning, understand evolving luxury consumer behaviour, and identify opportunities for sustainable long-term growth. Isabel is also a Thought Leader and Speaker with The Forum by Forbes Travel Guide.

Areas of Expertise:

• Luxury and Ultra-luxury hospitality
• Travel & Tourism
• Deep UHNW Expertise
• Destination Brand Strategy