AZULIK luxury resort

Case Study:

Transforming Hospitality Through Sensory Experience Design

Client: AZULIK

Location: Tulum, Mexico

Year: 2020

Role: Experience Designer & Wellness Strategist

Scope of Work: Experience Design, Wellness Program Development, Guest Engagement Strategies

Project Overview

During the Covid-19 pandemic, Azulik — an eco-luxury resort in Tulum renowned for its organic architecture — faced a challenge: how to stay relevant and connected while travel and in-person gatherings were restricted. I was invited to design new frameworks for rituals, sensory storytelling, and guest journeys that would help Azulik evolve into a cultural sanctuary ready to welcome guests back with deeper, more meaningful experiences.

Approach

Market & Cultural Research — analyzed global hospitality and wellness shifts during the pandemic, identifying opportunities for transformation.

Guest Journey Mapping — developed an arrival-to-departure sequence focused on anticipation, intimacy, and emotional safety during uncertain times.

Immersive Rituals — designed elemental experiences (fire, water, sound, scent) that could be adapted for both small gatherings and future large-scale programming.

Brand Narrative & Tone — refined the storytelling framework and communication style to emphasize Azulik’s philosophy of rebirth, resilience, and connection.

Dining & F&B — conceptualized food rituals and experiential dining narratives that connect guests to local ingredients and Mayan heritage.

Collaborative Integration — worked with chefs, wellness facilitators, and designers to align rituals and experiences with Azulik’s signature architecture.

Outcome

  • Achieved a 30% increase in guest satisfaction ratings, attributed to the new sensory experiences and wellness programs.

  • Helped AZULIK navigate the pandemic without layoffs, ensuring business continuity and staff morale.

  • Elevated the resort’s reputation as a leading destination for transformative experiences, attracting new and returning guests.