Lilian Roten

With more than 25 years in hospitality, I quickly recognise whether an offering, a space and the overall experience feel aligned. People feel at ease when atmosphere and service are in harmony. This creates trust and builds lasting connections. Drawing on this experience, I have developed a structured method that helps businesses strengthen their brand identity and create coherent guest experiences.

“Lilian demonstrated an exceptional ability to quickly understand both the brand and the operational priorities and processes, and to apply this understanding effectively in her collaboration with the team and in her recommendations.”

Federica Bertolini Director, Chesa Marchetta, 5*, Sils Maria, Switzerland

Design Journey™ our method

We work with elements of psychology and design. To bring these together, we have developed a method based on archetypal personalities: when you know who you are, you can unlock the full potential of your business.


Design Journey™ combines science with business expertise. Based on a survey conducted across pilot hotels and an analysis of thousands of guest reviews, we know that coherent design is a key factor in business success.

“For the first time in hospitality, Design Journey™ makes coherent design measurable. This helps hoteliers invest in a structured and targeted way, rather than relying on gut feeling.”

Prof. Dr. Jan-Erik Baars Lecturer & Researcher Lucerne University of Applied Sciences & Art
Get in touch Creating a journey together.