My professional experience began in tourism and then expanded into the field of hospitality. Having started out as a tour leader in the family business, Francorosso International, a leading Italian Tour Operator, I then took over the DMC in Kenya, one of Francorosso’s main destinations, before taking the position of Product Manager for Kenya back in Head Office. In the following 25 years of Francorosso Int. I have covered different position, ending as Director of Long Haul destinations and taking charge of the IT department. In the year 2000, the company was sold and I began a new experience in the field of Distribution with Viaggiare Navigando, the first network in Italy to sell Tour operator packages through our Travel Agencies in Internet linking the line with the retail shops (click and bricks). In September 2007 Viaggiare Navigando was sold, and I joined Planhotel, the family Hotel company with hotels in Kenya, Zanzibar and the Maldives, with the responsibility of Development and IT. In 2009 Planhotel became aware of the importance of Branding and I was involved in the decision making, introduction and implementation of the new brands for Planhotel, namely Diamonds, Sandies and Exploreans.