Katerina Dixon is an accomplished marketing and communications leader with over two decades of experience in the hospitality industry. She has successfully led strategic initiatives across renowned brands like Jumeirah, InterContinental, Fairmont, and Atlantis, earning a reputation for her visionary leadership and expertise in brand development.

In an insightful interaction with Global Woman Leader Magazine, Katerina shares insights on the evolving world of luxury brands. She sheds light on how innovation can preserve a brand’s exclusivity and the role played by technology in shaping luxury experiences. She also talks about balancing data insights with creativity, and the evolving intersection of sustainability and luxury.

On the crucial subject on the role played by digital platforms in luxury experiences, Katerina believes that it is important to treat digital platforms as extensions of the overall brand experience and not substitutions.

To know more about Katerina’s thoughts on the luxury market, pursue choice excerpts from the interaction.

With technology becoming increasingly important in creating luxury experiences, how do you ensure that innovation enhances the exclusivity of the brand rather than diluting it?

We believe that technology should make things smoother and more personalized, not replace the human touch. Technology must be incorporated in a manner that it complements personalized service, ensuring digital interfaces never overshadow the human aspects of interaction. The focus must be on quality over quantity, with interactive applications enriching rather than distracting from the experience. The key is making technology invisible and supportive, not the main attraction.

For example, a hotel using an app for seamless check-in and room service can truly elevate the experience by saving guests time and hassle. But imagine dining at a fine restaurant where a knowledgeable sommelier is replaced by a wine-recommending tablet it takes away the charm and personal touch that make the experience memorable. An AI-based concierge shouldn’t just churn out generic, automated suggestions. Instead, it should feel like an extension of the brand’s luxury promise, offering tailored support and carefully curated dining recommendations that reflect the tone, expertise, and refinement guests expect.

How do you maintain a balance between leveraging data insights and allowing room for creative risk-taking in brand development?

Data-driven insights help us understand customer behaviourwhich is important but it should not overwhelm creative thinking. Data shows a trend, but it doesn't necessarily predict the next big thing. Relying solely on data can lead to predictablebrand movesthat lack original inspiration. Analytics must be used to highlight opportunities and spot red flags, while leaving space for ideas that come from intuition, instinct and brand vision bolstered by experience. After all, sometimes the boldest moves, the ones that truly differentiate a brand, come from creative intuition.

How do you shape consumer perceptions about luxury in a way that emphasizes long-term value over short-term opulence? Do you think sustainability in luxury is a true evolution or just a temporary marketing trend?

Sustainability in luxury must go beyond marketing messaging to emphasize the long-term value that it brings and shape enduring consumer perceptions about the brand. It is a necessary shift in how value is defined and delivered for the long term. Ensuring sustainability through the supply chain with suppliers committed to reduced waste and fair labour practices is also important with aspects such as responsible sourcing highlighted. Carefully chosen materials and mindful processes can enhance the overall experience for consumers who appreciate knowing that their indulgences have positive impacts on the world. Consumers must see luxury as an investment that lasts, both in terms of enjoyment and its minimal impact on the planet.

For me, sustainability in luxury isn’t just a passing trend it’s about building a future where indulgence and responsibility go hand in hand. It means redefining luxury to include not just exceptional quality and craftsmanship but also the confidence that every choice makes a positive difference. That’s the kind of legacy I believe luxury brands should strive to create.

What is your philosophy on collaborating with influencers in the luxury space? How do you ensure authenticity in their endorsement without compromising the exclusivity of your brand?

Influencers, especially micro and nano-influencers, must connect with the brand’s style, align with its valuesand share its ethos. Their personal brand must resonate with the sophistication and exclusivity our brand represents. It is important to keep partnerships limited to maintain a sense of exclusivity. It's not about follower count; it's about authentic connection and genuine engagement with their audience.

Influencers are encouraged to share their honest experiences, ensuring their endorsement feels natural and credible and not just a paid advertisement. They must be truly inspired for their content and endorsement to come across as authentic and genuine and not scripted. It is only then that they can speak with sincerity about the brand and its offerings. 

As luxury brands move increasingly toward digital experiences, how do you manage the tension between the tactile, sensory experiences that luxury traditionally offers and the intangible nature of digital spaces?

It is important to treat digital platforms as extensions of the overall brand experience and not substitutions. Using online channels to share stories, exclusive previews, and virtual events to spark curiosity while creating sumptuous physical touchpoints, such as personalized scents or handcrafted décor brings in the tangible and sensory aspects to create the real magic of luxury.

A digital experience can pique interest and enhance the anticipation and memory of physical experiences and deepen engagement. But it cannot replicate the warmth of a five-star welcome or replace in-person moments and the feeling of being in a beautiful hotel or enjoying a perfectly crafted meal.

How is the role of physical, in-person luxury experiences evolving? Do you envision a future where digital presence alone can carry the same weight as the physical experience?

In-person experiences will always hold a special place because they allow guests to connect with details that digital channels can never fully capture. For luxury brands, while having a strong digital presence is important, nothing can replace the emotional connection and sensory fulfilment that come with real-world interactions. In high-end hospitality, the personal touch is as relevant as ever. As more brands lean into digital, these face-to-face moments become even more valuable, offering richer engagement and letting consumers fully immerse themselves in the brand.

That said, digital can play a powerful role in enhancing these physical touchpoints, making them more seamless and personalized. It’s not about replacing personal connections but using technology to complement them, broadening how a brand communicates and creates meaningful experiences.