We’re delighted to welcome Jane Burnell-Fraser, a seasoned leader in the global hospitality industry and the founder of Enhance Lux, as our guest today.
With a career spanning multiple countries and senior roles across luxury brands, Jane brings practical insight, bold thinking, and a fresh perspective on the future of meetings, incentives, and luxury experiences.
Jane’s Journey
Jane began her career as a banqueting events coordinator in London, where she developed a deep connection with people and learned the mechanics of running a hotel. She progressed to regional commercial sales and joined Four Seasons early in her career, spending 18 years in senior roles worldwide and contributing to hotel and regional openings. She later moved to Hilton, where she helped create a global luxury sales organization.
After years in corporate leadership, driven by a desire to pursue new ideas and create something of her own, she decided to launch Enhance Lux, a consultancy.
Entrepreneurship
Moving from the corporate world to entrepreneurship allowed Jane to pursue ideas more quickly and with greater flexibility. She highlights the importance of leaving on good terms through open, honest conversations. Her early success came through LinkedIn, where she made several new connections that led directly to her first clients, reinforcing the value of visibility and consistent engagement.
Staying Connected
Her experience with remote work supported Jane’s transition to working independently. She relies on self-motivation and discipline, applying the same principles she used when leading teams.
Luxury Industry Shifts
Although luxury, supported by high-net-worth individuals who prioritize travel and experiences, continues to perform strongly, Jane insists that this resilience should not be taken for granted, as changing demographics and expectations are reshaping the landscape.
Next Generation of Luxury Consumers
The next generation of consumers is redefining luxury. They prefer authenticity, inclusivity, and sustainability rather than traditional, formal experiences. They still expect high-quality service but want to feel comfortable, express themselves, and engage in experiences that reflect their values.
Changes within the Meetings Industry
A risk those in the meetings and incentive industry face is becoming too comfortable with the current model. While the current model was built on strong relationships, expertise, and logistics, hotels and suppliers are increasingly developing their own capabilities.
Technology and AI
Technology and AI are changing how services are delivered, giving clients more direct access to tools and suppliers and reducing their reliance on intermediaries. Jane emphasizes that this shift cannot be addressed with small adjustments, as it requires clear repositioning of the value being offered.
The Human Experience
Jane highlights the opportunity to move beyond logistics and focus instead on the human experience. That requires understanding clients’ businesses, culture, and challenges, and designing experiences that support measurable outcomes, such as engagement and performance.
Opportunities for Advisors
There is now an opportunity for meeting planners and agencies to move beyond a purely logistical role and position themselves as strategic advisors. By engaging more deeply with leadership and organizational goals, they can deliver greater value and demonstrate clear ROI.
Balancing AI and Human Connection
AI can enhance efficiency and support service delivery, but it cannot replace the human connection. In hospitality, the ability to anticipate needs and create meaningful interactions remains essential, and technology should be used to support that rather than replace it.
Future Vision
Jane focuses on helping businesses refine and elevate what they already do well. She works with clients globally and is actively involved in mentoring. She aims to make a practical, measurable impact, particularly with smaller businesses where they can implement change quickly and effectively.
BIO: Jane Burnell-Fraser
Jane Burnell-Fraser is a global luxury & lifestyle hospitality leader with over 25 years of experience driving growth, building high-performing teams, and cultivating strategic partnerships across international markets.
Most recently, she served as Vice President of Global Luxury Sales and Executive Director of Global Luxury Partnerships for Hilton’s luxury brands, in which, in addition to building a global luxury sales organization, she led the launch of an innovative global B2B travel-industry loyalty program, delivering increased engagement and measurable revenue growth.
She previously held senior strategic commercial roles at Four Seasons Hotels & Resorts, leading regional commercial sales strategy, supporting international expansion, and strengthening customer engagement across key global markets.
Jane is the Founder & Principal of Enhance Lux, a partnership-driven consultancy helping hospitality, travel, lifestyle, and experience-led brands grow and evolve. She works with businesses to accelerate growth through strategic partnerships, build global ecosystems, and refine commercial strategies and brand positioning, delivering meaningful results.
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Email: jane@enhancelux.com
