What Luxury Hotels Know About Happiness That Most Brands Don't | with Global Creative Director Azadeh Hawkins Show Notes

What makes a luxury hotel unforgettable? It isn't just five-star amenities or beautiful design—it's the feeling you leave with.

This week on What She's Having, Jennifer Cataldo and Britney Semler sit down with Azadeh Hawkins, the Global Creative Director behind Montage, Pendry & Viceroy Hotels, to uncover the hidden psychology of luxury hospitality and why the world's best brands obsess over the smallest details.

Az shares her remarkable journey from immigrating to the United States from Iran to becoming one of the hospitality industry's most respected creative leaders. She reveals how storytelling, design, service, and thoughtful experiences shape some of the world's most iconic hotel brands—and why true luxury is about creating memories, not just beautiful spaces.

From choosing the perfect pillow to designing an unforgettable guest experience, this conversation will forever change the way you think about travel, branding, and what it really means to make people feel seen.

Whether you love luxury travel, beautiful design, entrepreneurship, or simply appreciate thoughtful experiences, this episode is filled with inspiration and practical takeaways.

In This Episode

• Azadeh's journey from Iran to leading global luxury hotel brands
• How Viceroy, Pendry and Montage became iconic hospitality brands
• Why storytelling always comes before design
• The hidden details guests rarely notice—but always remember
• What truly defines luxury in today's world
• Why service matters more than expensive finishes
• Building memorable guest experiences through thoughtful design
• Leadership, creativity and mentoring the next generation
• Balancing a demanding career with motherhood
• Az's dream of one day creating a luxury hotel in Iran

00:00 Introduction to Azadeh Hawkins

01:00 Growing up after immigrating from Iran

03:35 Discovering a passion for branding and design

05:25 Building the Viceroy Hotel brand from the ground up

10:05 What a Global Creative Director actually does

13:20 Favorite Montage & Pendry destinations

16:00 The biggest misconception about luxury

20:15 The details guests don't realize create unforgettable experiences

24:50 Hotel secrets: bedding, pillows and sleep

28:45 Why every great brand begins with a story

35:30 Navigating leadership as a woman in hospitality

39:30 Balancing career, motherhood and family

43:00 The most unforgettable guest requests

48:30 The most luxurious travel experiences

51:45 Rapid-fire favorites: cities, luxury items and dream destinations

54:35 Az's dream of opening a luxury hotel in Iran

Connect with Azadeh Hawkins

Follow Azadeh's work through the incredible hotel brands she helps bring to life:

Montage Hotels & Resorts https://www.montage.com

Pendry Hotels & Resorts https://www.pendry.com

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