Speakers - PURE

Koral Ibrahim

Experiential Overkill: Keep Your Meaning Intact

The word ‘experiential’ is no longer a differentiator in our industry. It’s the baseline. Which means you can’t lean on it when defining yourself anymore. Brand strategist (and forthcoming author) Koral Ibrahim moves beyond bland repetition, suggesting how you can build belonging – not just great moments – as the next market differentiator. Whether you’re designing spaces or telling their story, he’ll help you to scale your business without diluting the narrative, chasing trends or sinking into cliche. Because when everything is experiential, nothing is…

More about Koral…

The Ready House is a cultural strategy and design studio that builds places that people don’t just visit, but feel inseparable from. Through his proprietary Way IIN methodology, Koral advises brands and property groups on experiences rooted in local culture and changing consumer behaviour. He’s been appointed UK Global Ambassador to the Middle East Council of Shopping Centres & Retailers (MESCR), and has written a book on next-gen destination communities, Culture Stores, which will hit shelves soon.

Anjali Ramachandran

Your Format For Content Beyond The Click

With our feeds and digital diet now crammed with AI slop, it’s never been harder to impress your audience – or at least convince them that your posts and ads are valuable. So to make content compelling again, we need to address one question: What can’t our competitors, platforms or AI replicate easily? Nail your format for smarter, more distinctive content development. B2B agency Storythings, specialists in consumers’ changing attention spans, will teach you how to own an audience instead of ceding it to the algorithm. You’ll unroll a blueprint across your marketing strategy, creating material that not only earns a click, but connects in the next phase of the attention economy.

More about Anjali…

Storythings is a B Corp content studio helping global organisations create work that cuts through changing audience behaviours. Anjali leads high-impact storytelling strategies for brands including Experian, ADP, Pearson and the Joseph Rowntree Foundation, spanning podcasts, editorial platforms and video series. Alongside client work, Storythings publishes the Attention Matters newsletter, tracking shifts in media and attention. Anjali is also a regular speaker at international events including SXSW, and a trustee of Wasafiri, the UK’s leading magazine for international contemporary writing.

Dawn Farrow

Market Your Experience In Three Stages

Experiential pioneers aren’t short on passion nor product. Rather, time is the most squandered currency, alongside not having the people and framework to grease the wheels of a profitable business. As AI continues to rewrite what’s possible for a founder without a large team, the benefits only come when you move with technology towards a clear commercial goal. This Workshop from experience marketing maverick Dawn Farrow presents three stages your promotional strategy should reach before launch. Enter with a desire to systemise your campaigns; leave with a hand-drawn strategy, a crash course in customer behaviour principles, and a starter kit for AI-led, business-critical support.

More about Dawn…

Dawn has spent over two decades working inside the experience economy, contributing to the sale of 36 million tickets to immersive global attractions, exhibitions, theatre, festivals, wellbeing and live entertainment. She’s the founder of On Sale Live – the only industry event dedicated to marketing, sales and comms professionals – and GIEM experience marketing masterclasses. Throughout, Dawn works with founders and creators to turn what they’ve built into something that customers want to purchase and believe in.

Jaz O’Hara

Making Magic From The Movement of People

What happens when the movement of people becomes a source of creative and cultural exchange – as well as much-needed talent for our industry? This conversation brings together voices from the global PURE community to explore travel’s power to create opportunity, shift perspectives and forge meaningful human connections. From Syrian refugee guides in Istanbul to Venezuelan hospitality talent in Peru, these stories reveal how tourism can actively reshape lives and enhance communities. Recorded live as an episode of Funny Old World: What’s Giving Us Hope?, the session promises thoughtful discussion, fresh ideas and a more hopeful vision for the future of travel.

More about Jaz…

Jaz is a motivational speaker and podcaster committed to amplifying voices impacted by displacement. As a writer for The Huffington Post, winner of Marie Claire’s Future Shaper award and member of Amnesty International’s Collective, she’s become a leading voice on migration, speaking everywhere from TedX to the United Nations. Jaz’s work has always been personal, and along with her team she seeks to challenge fear-mongering narratives in today’s media through films, talks and the Asylum Speakers podcast.

Juliet Kinsman

Making Magic From The Movement of People

What happens when the movement of people becomes a source of creative and cultural exchange – as well as much-needed talent for our industry? This conversation brings together voices from the global PURE community to explore travel’s power to create opportunity, shift perspectives and forge meaningful human connections. From Syrian refugee guides in Istanbul to Venezuelan hospitality talent in Peru, these stories reveal how tourism can actively reshape lives and enhance communities. Recorded live as an episode of Funny Old World: What’s Giving Us Hope?, the session promises thoughtful discussion, fresh ideas and a more hopeful vision for the future of travel.

More about Juliet…

Juliet Kinsman is a London-based journalist and sustainability expert who’s also Condé Nast Traveller’s first Sustainability Editor. Author of The Green Edit: Travel — Easy Tips for the Eco-Friendly Traveller (2020; Ebury) and The Bucket List Eco Experiences: Travelling the World (2022; Rizzoli), she’s spent more than 25 years in the media. After making a name for herself as the founding editor of Mr. & Mrs. Smith, Juliet created purpose-led, non-profit consultancy Bouteco in 2016 to help brands become better storytellers free of greenwashing.

Shayoni Lynn

When Stories Turn Against You: Protecting Trust in Travel

We all know how quickly trust can shift in today’s digital environment. A single guest complaint, safety scare, viral clip or out-of-context post can rapidly become a defining story about your brand, values or destination. So it’s worth anticipating those risks before they can take hold – with the perspective of behavioural scientist and misinformation specialist Shayoni Lynn. Drawing on real-world examples, she introduces the concept of ‘prebunking’: strengthening trust in advance so that when your brand is under pressure, it’s better understood, more resilient, and less vulnerable to distortion. You’ll leave with a lens to spot narrative risks early and guard your credibility when it matters most.

Designing Trust Under Pressure

What are the stories your brand is most vulnerable to, and where are the risks likely to emerge?In this interactive workshop, Shayoni Lynn will guide participants through practical tools to identify, assess, and respond to narrative risks facing travel brands today. Using real-world scenarios, participants will map their own risk landscape, explore how misinformation and misperceptions take hold, and design simple strategies to strengthen trust with guests, partners, and communities.

More about Shayoni…

Shayoni Lynn is the founder and CEO of Lynn Group, a multi-award-winning behavioural science communications consultancy helping organisations turn insight into meaningful action. Blending data, psychology and sharp storytelling, she works with global clients to tackle complex challenges – from climate change and sustainability to public health and misinformation. Shayoni is a Fellow of both the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA), and serves as Chair of PRCA Cymru. Named in PRWeek’s Power Book since 2021 and recognised among the UK’s most influential PR leaders, she is a sought-after international speaker exploring how behavioural science can make communication clearer, more persuasive and far more human.

Topics to
learn from

Redefining Value: The New Luxury Contract

Business Tools for Trust: Rebuilding Your Travel Kit

Travel’s Force for Good: Purpose, Power & Regeneration

Leading in Flux: The Modern Founder’s Mindset

Topics tolearn from