What Luxury Hotels Know About Happiness That Most Brands Don't | with Global Creative Director Azadeh Hawkins

What makes a luxury hotel unforgettable? It isn't just five-star amenities or beautiful design—it's the feeling you leave with.This week on What She's Having, Jennifer Cataldo and Britney Semler sit down with Azadeh Hawkins, the Global Creative Director behind Montage, Pendry & Viceroy Hotels, to uncover the hidden psychology of luxury hospitality and why the world's best brands obsess over the smallest details.Az shares her remarkable journey from immigrating to the United States from Iran to becoming one of the hospitality industry's most respected creative leaders. She reveals how storytelling, design, service, and thoughtful experiences shape some of the world's most iconic hotel brands—and why true luxury is about creating memories, not just beautiful spaces.From choosing the perfect pillow to designing an unforgettable guest experience, this conversation will forever change the way you think about travel, branding, and what it really means to make people feel seen.Whether you love luxury travel, beautiful design, entrepreneurship, or simply appreciate thoughtful experiences, this episode is filled with inspiration and practical takeaways.Azadeh's journey from Iran to leading global luxury hotel brandsHow Viceroy, Pendry and Montage became iconic hospitality brandsWhy storytelling always comes before designThe hidden details guests rarely notice—but always rememberWhat truly defines luxury in today's worldWhy service matters more than expensive finishesBuilding memorable guest experiences through thoughtful designLeadership, creativity and mentoring the next generationBalancing a demanding career with motherhoodAz's dream of one day creating a luxury hotel in Iran00:00 Introduction to Azadeh Hawkins01:00 Growing up after immigrating from Iran03:35 Discovering a passion for branding and design05:25 Building the Viceroy Hotel brand from the ground up10:05 What a Global Creative Director actually does13:20 Favorite Montage & Pendry destinations16:00 The biggest misconception about luxury20:15 The details guests don't realize create unforgettable experiences24:50 Hotel secrets: bedding, pillows and sleep28:45 Why every great brand begins with a story35:30 Navigating leadership as a woman in hospitality39:30 Balancing career, motherhood and family43:00 The most unforgettable guest requests48:30 The most luxurious travel experiences51:45 Rapid-fire favorites: cities, luxury items and dream destinations54:35 Az's dream of opening a luxury hotel in IranFollow Azadeh's work through the incredible hotel brands she helps bring to life:Montage Hotels & Resortshttps://www.montage.comPendry Hotels & Resortshttps://www.pendry.com✨ Leaf & Flower Use code WHATSHES15 for 15% off ✨ BodyBio Use code WHATSHESHAVING for 20% off ✨ Firefly Recovery Use code WhatShe'sHaving for 15% Off✨ Najeau Use Code WHATSHESHAVING20 for 20% OffIf you enjoyed this episode, please follow, rate and review What She's Having on your favorite podcast platform. Your support helps us continue bringing you inspiring conversations with the women, experts and innovators redefining what it means to thrive in life's second act.Follow us on Instagram and TikTok: @officialwhatsheshaving