Smart Reads: VIP by Design

Author Neen James shows how authentic, curated gatherings build advocates, not just attendees

 In Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business, author Neen James pulls back the velvet rope on what true advocacy looks like in the luxury meetings world. In this preview excerpt, she spotlights Associated Luxury Hotels International (ALHI) and the deliberate way CEO Mike Dominguez and his team design invitation-only gatherings that feel less like networking and more like a masterclass in genuine connection. Think curated agendas with white space for breathing room, thoughtful touches that make every guest feel like a VIP and a red-carpet approach to relationships that keeps advocates coming back again and again.

What makes ALHI’s approach stand out is how intentional it is—these aren’t events designed to impress strangers, but to nurture already-strong relationships. James shows how the right mix of authenticity, education and luxury detail can turn attendees into lifelong advocates without a hint of hard sell. For planners, it’s a reminder that the most memorable events are often the ones that balance polish with humanity. With a release date of October 14, Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business is now available for pre-order from your favorite bookstores, including Amazon.

Excerpt from Exceptional Experiences: Five Luxury Levers to Elevate Every Aspect of Your Business

Exclusive Events to Build Advocates

As a regular keynote speaker and consultant for Associated Luxury Hotels International, I am in awe of the deliberate way ALHI builds genuine, long-term relationships that naturally create advocates for the association by focusing on authentic interactions rather than pushing for fandom. ALHI exemplifies how to cultivate advocates by crafting exclusive, invitation-only events—over eighty across the globe—that strengthen connections among hoteliers, clients, and industry professionals. These events go beyond networking, incorporating thought leadership, education, and curated experiences that appeal to ALHI’s loyal advocates.

The event design offers a luxurious experience, from gifting stations at check-in and thoughtful amenities to customized agendas that balance networking, downtime, and experiential activities. ALHI designs event agendas with “white space,” so their busy guests also have fun and downtime to process their experiences—something that is not often planned for. They also organize sessions for peer-to-peer learning, so that the industry keeps raising its standards. This is something the company is known (and appreciated) for.

“Providing exceptional care leads to loyalty.”

– Neen James

Mike Dominguez, ALHI CEO, says, “We are working with busy executives and understand that, because time is such a precious commodity, for anyone to say yes to our events, we know they attend because of the relationship we have.” In other words, people attend ALHI events because they are already in a relationship with ALHI. The events are not an attraction strategy—they are a deliberate, thoughtful retention strategy.

Mike believes that advocacy is a by-product of taking care of people in ways they are not accustomed to. Providing exceptional care leads to loyalty. ALHI events deliver stress-free experiences and consistently add value to clients’ lives in authentic, meaningful ways. I value their attention to detail and the red-carpet atmosphere they create. Each aspect, from tailored invitations and interactive event apps, to thoughtful menus and professionally curated gifting, underscores ALHI’s commitment to delivering a luxury experience. Under Mike’s leadership, ALHI treats every participant as a VIP, ensuring that all hoteliers, speakers, sponsors, and guests feel valued. This dedication to excellence fosters a sense of loyalty and advocacy that keeps ALHI events at the forefront of the luxury hotel industry.

Copyright © 2025 by Neen James

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