Great hospitality creates places people choose, remember and return to. Great strategy makes that possible.
The places that feel effortless are the most carefully considered. Every successful hospitality destination is shaped by hundreds of decisions long before the first guest arrives. Those decisions shape demand, guest experience, commercial performance and long-term asset value.
Spitfire Fox helps developers, hotel owners, hospitality groups and asset owners make better hospitality decisions, from early strategy and concept development through to owner-side advisory, pre-opening and asset performance.
Our work spans hospitality strategy, market intelligence, concept development, commercial validation, pre-opening advisory and asset performance, supporting clients from the earliest planning stages through to launch and long-term asset performance.
Our recommendations are shaped by experience on both sides of the table: building and operating hospitality businesses, and advising the owners responsible for their long-term success.
We’ve seen hospitality from both sides of the table. First by building, opening and operating hospitality businesses. Then by advising the owners responsible for shaping what those assets become over time. That perspective changes the questions you ask, the decisions you make and the opportunities you see.
Founder Kelly Taylor spent more than a decade leading multi-site lifestyle brands including Soho House before partnering with developers, hotel owners, hospitality groups and asset owners to shape new hospitality destinations and improve the performance of existing hospitality assets.
Spitfire Fox brings together strategic thinking, commercial discipline and operational experience to help clients create hospitality destinations that perform and unlock long-term asset value.
Concepts That Create Demand
The strongest hospitality destinations begin with a compelling idea. We combine market intelligence, cultural insight and commercial strategy to create concepts, brands and guest experiences that people actively choose, remember and return to.
Operational Experience That Shapes Better Decisions
More than 20 years of building, opening and leading hospitality businesses, from global lifestyle brands including Soho House to owner-side advisory for hotels, clubs and mixed-use developments, provides first-hand insight into what makes hospitality perform.
Independent Owner-Side Perspective
Independent by design and owner-side in perspective, we help clients align hospitality strategy, brand, guest experience, operational delivery and commercial performance, ensuring every decision strengthens the long-term value of the asset.
Strategy from Vision to Performance
Whether creating a new destination, refining a hospitality concept or improving an existing asset, we combine strategic thinking, hospitality expertise and commercial discipline to unlock long-term value.
Hotels & Resorts, Restaurants & Hospitality Groups, Private Members Clubs, Registered Clubs, Retail & Hospitality Destinations, Mixed-Use Developments.
Every project requires different mix of expertise.
We remain your independent strategic partner, assembling specialist expertise across branding, architecture, interior design, kitchen design, marketing and communications where required. This gives every project access to the right people while maintaining one clear strategic direction and a single point of accountability.