Just nine weeks ago we were enjoying visiting clients on the Palm in Dubai, and now as we see the region sheltering from falling debris, we realise how we always need to be vigilant, recognise the fragility of the world order, and expect the unexpected.
We hope and trust all our good friends and business partners in the Middle East are safe and continue to maintain some sense of normality, however difficult that might be.
The serene Offshore Sailing Club, Dubai
ITB Berlin 2026
As the Global travel family headed to Berlin in early March, everyone sensed the industry taking a deep breath, seeing the Middle East booths in all their splendour standing empty as delegates got stranded in the major hubs of Dubai and Qatar.
But in search of positive news, we set off to cover the mega fairground of ITB Berlin and discover (some 15,000 steps later), the beer halls call as we hooked up with our friend and legend of travel industry, Simon Cook @SCR20. As always Simon was looking forward with optimism, which was inspirational.
At the showground itself, technology and Ai solutions definitely had the biggest share of voice as the industry recognises that the old models must change.
OTAs becoming being replaced by Ai avatars, selecting your next vacation based on mood, lifestyle and hobbies. Blending destinations with hotels, flight plan, restaurant and tour bookings based upon what you need, rather than what traditional agents want to sell.
The wellness movement continues to gain momentum, with numerous new resorts taking on the Swiss guard, European wellness resorts opening in the Middle East, India stepping into the mix and everyone adding wellness to existing properties.
Whilst loving the endless reinvention of the industry, it was also good to be with the lovely Luxembourg Tourism & Luxair team and their growing followers, as the near and accessible becomes appealing again.
Vitaspan
The best calls are from start-up teams who have unrealised ambition, feel they can change the world, and need help tell their story.
Born out of a personal story, the genius team over at www.vitaspan.ai came together because they realised that medical records from the around the world and the doctors who use them, could not join the dots and data and check patients medical histories, leading to mis-diagnosis and worse. Change this, they reasoned, and healthcare could become more about prevention and not just cure.
HMS16 is working with the team to imagine their messaging and ensure they get noticed in the Ai tsunami. Watch this space as we help bring this brand to life.
SAINT Jō
Launching a 5-step ritual-based beauty regime seems counter intuitive to the beauty industry, when the average woman might purchase up to 40 different beauty products in the course of a year.
The brilliant US based team led by the inspirational Founder and CEO, Allyse Cirillo, are turning the industry on its head with a simple, non-toxic, plant based 5-step skincare range, together with 2 supplements that also help balance what’s happening inside the body.
We collaborated with the SAINT Jō US team to create a fully integrated approach to the UK launch with events, showcases, branded taxis, influencers and social media to support their first retail partner listing at London’s premium independent pharmacy, John Bell & Croyden in Wigmore Street. This also included a brand partnership with Country & Town House, designed to reach the high net worth audience and give the brand credibility and gravitas.
With stage one delivered, we are now helping them move on to launch the DTC business, as well as seeking the next retail partner. We will be fully operational in April via our UK warehouse and online store.
Palm beach-based founder Allyse delivered an unforgettable 10-day programme, she was relentless, fun and full of boundless energy. The energy and enthusiasm of the Florida team shone as the perfect antidote to the gloomy February days www.shopsaintjo.com
Vibra YAMM
More than a hotel, Vibra Yamm is where Ibiza’s sun, sea and soul come together in a sanctuary of rhythm, indulgence and irresistible island energy. Our first work for the Vibra Hotels’ jewel in their Ibizan crown was a seamless collaboration with the Vibra creative team for the newly opened Vibra Yamm.
A luxury environment with a unique spot on the San Antonio beach line, Yamm boasts the best sunset views on the island, close to the iconic, original Ibizan clubs, Café Del Mar and Mambo.
Our brand line WORSHIP AT THE TEMPLE OF YAMM elevates the hotel destination and captures the peace and tranquillity, wrapped in luxury, that its discerning guests are searching for.
Vibra Hotels
In the bleak midwinter we were tasked with crafting an idea that connected with the urban 20 something’s seeking escape from the endless Teams meetings into the Ibiza sunshine for summer 2026.
The Vibra brand has 38 properties on Ibiza alone, and many more across the Balearics, and they totally understand what each guest wants and needs. Whether that’s total relaxation, non-stop partying, or something in between.
Our brand line we got you resonates with potential guests and captures exactly what Vibra has to offer. The campaign is running across Vibra’s social platforms with videos and static ads and posts.
Ifrågasätt
We’re really excited to be launching this clever Swedish tool into the UK market.
In Swedish, Ifrågasätt means 'to question' and the aim is to encourage press freedom and better journalism. The live blogging tool empowers publishers to achieve more with fewer resources, and the platform allows newsrooms to run structured live coverage, Q&As and reader interaction directly on their own websites. Today Ifrågasätt is considered the leading platform for this type of live newsroom dialogue in the Nordic media market. Among their customers are several of the most influential publishers in the region, including Dagens Nyheter, the largest and most well-respected newspaper in the region.
Ifrågasätt’s first toe in the UK water is sponsorship of the Regional and National Press Awards, and we look forward to helping them partner up with media owners, press publications and TV channels across the UK.
Amazon’s King
Our latest challenge is to help Brazil’s number one premium Acai fruit brand launch into the unknown UK market. The Acai fruit is one of the world’s genuine superfoods, native to Brazil and grown within the Amazon biome.
Located in Amapá State, Amazon’s King is built with reliable supply, consistent quality and full transparent traceability. It works with the Amazon ecosystem, not against it, is designed to help restore degraded areas and native biodiversity and aligns with ESG expectations and premium market requirements.
It tastes amazing too, either on its own or with a whole range of different accompaniments.
The Brazilian Instagram account gives you a flavour of what we have in store over here.
That’s all from us, we’ll update again in the summer. If you want to chat about anything you’ve read here, or how we may be able to help tell your story, please contact richard.hammond@hms16.com
