We Got Chatty With Mr. & Mrs. Smith's CEO

Howdy! Welcome back to Happenings—our cheeky view on the world of travel, courtesy of HAP editor Luke Abrahams. Today’s issue features an interview with the CEO of Mr. & Mrs. Smith, an analysis of why Christmas markets can be below par, and New Zealand’s new golden visa. The fun starts below.

The New Year’s Eve train ride to book now // OMG, everyone loves a train, and there’s a really sexy one to book now to ring in 2026. La Dolce Vita Orient Express has announced a brand-new route, ‘Whispers at Midnight’, that will see guests swish through vineyards, historical cities, and lush Italian landscapes over a three-night journey through Tuscany, Venice, and Rome. Three-Michelin-star chef Heinz Beck will rustle up the grub every evening, and breakfast is served directly to your cabin. All you need is a spare €11,280 to pay for it all. Book it here.

New Zealand now has a new golden visa // Sick of America? Sick of Europe? Sick of The West? Well, if you scored a hat-trick and answered yes to all three of those questions, we have a solution: New Zealand. Applications for its new Business Investor Work Visa, which offers residency for up to 4 years, are now open. The best part? Unlike other golden visas of this kind, the program puts participants on track for permanent residency. I won’t bore you with all the details, but you just need to make sure you have a few million in the bank, and voila! You have escaped The New World for Hobbiton. Find out more here.

The best ski destination in the world has been announced // It’s all about ski season (again), so obviously everyone wants to know where to head, usual suspects included. Val Thorens wins big at the World Ski Awards for its unmatched terrain, luxury stays, and lift infrastructure, reports T+L. The resort hasn’t won this big since 2013, so it’s a pretty big deal for the French resort in the Alps. Why did it come out on top? For its resort facilities, accommodation options, and “setting the global standard for lift infrastructure.” The latter, obvs important for those that like to slap on their ski boots for a day. Find out more here.

I am sorry, but the charm of a Christmas Market really is wearing off. While it all gets you in the mood for the wondrous thing we call religious capitalism, there is a downside: cheap, overpriced tat sold by people who look like they are on bail from maximum security prisons. Take London, for example. Go to the Southbank to buy a gingerbread man, and x,y, and z will ask you for half your day rate. Most of it is pure sugar, and chances are it was on the stall last year when St Nick dropped in for a glass of milk. The point is, while it’s all wonderfully artisanal and spirited, the whole thing has become a massive rip-off. After all, the whole point of Christmas is giving. Who? To the tax man? Discuss.

The Arctic. Why? It’s Northern Lights time, baby, and 2026 is set to be the best year yet to see this celestial wonder.

The Caribbean? Because of all the sun and fun, of course. It is also a prime time of year to go whale watching. Stay at the Coral Reef Club in Barbados.

Australia. Why? It’s summer down under. Long sticky days, beautiful mountains, fab surf, and dreamy vineyards. I rest my case. Stay at Lizard Island.

Morocco. Why? Simple, it’s less busy, and everything in the souks is way more affordable. Stay at La Sultana in Marrakech.

Japan. Why? It’s all about the snow festivals this time of year and it’s also a great time to indulge in the art of the onsen bath. Stay at one of the boutique hotels that made our Tokyo list.

The Galapagos. Why? If you go gaga for all things animals, you will find yourself in front of some of the most unique fauna on the planet. Try this family-friendly exhibition.

In our latest drop of Meet the Tastemaker, we catch up with Natasha Shafi, CEO of Mr and Mrs Smith. From her favourite boutique hotels to what she thinks will be next year’s biggest travel trend, here’s the world through the lens of one of the biggest tastemakers in travel right now.

You’ve gone from an assistant to CEO. Tell us about your journey, and what advice do you have for people going into the industry right now?

My journey has been a story of curiosity and determination; a belief in an idea, and a dedication to making it come alive. I started as an office manager, learning the heartbeat of the business from the ground up. Every role taught me something new—about people, about resilience, about the power of listening, but with our purpose at the heart of every move, I embraced challenges, made mistakes, and learned that failure is not the opposite of success; it’s an essential part of the path to it.

Education has always been my anchor, not just formal learning, but the openness to learn from every person and every experience. And human connection? That’s the soul of leadership for me. Creating a culture where people feel safe to speak, to experiment, to fail and rise again—that’s what drives innovation and trust.

To anyone entering the industry today: stay humble, stay curious, and never underestimate the power of empathy. Build relationships, not just networks. Ask questions, take risks, and remember, leadership is about impact, not hierarchy—helping others rise is how you create lasting change.

What’s your biggest pet peeve in the travel industry right now?

One of my biggest frustrations is overtourism, when destinations are marketed without regard for their cultural and environmental limits. It erodes the very magic people travel to experience. The industry needs to champion responsible travel: spreading demand to lesser-known destinations, investing in local communities, and creating experiences that protect heritage rather than exploit it. Luxury should lead the way in making travel restorative rather than extractive.

Name your three favourite boutique hotels in the world. Why do they stand out most?

When I think about the properties that truly embody what luxury should feel like today, three come to mind immediately: Heckfield Place in Hampshire, Vestige Son Vell in Menorca, and Passalacqua on Lake Como.

Heckfield Place is the definition of quiet luxury—its Georgian architecture and interiors whisper elegance rather than shout opulence. What I value most, though, is its philosophy: everything begins with the soil. Their biodynamic farm and Market Garden feed Marle, the Green Michelin-starred restaurant, and the open-flame Hearth, creating a dining experience that is intensely seasonal and rooted in sustainability. Then there’s The Bothy by Wildsmith—a sanctuary for wellness that reconnects you to nature’s rhythms through therapies, movement, and mindful rituals. It’s an immersive approach to wellbeing, rooted in nature and integrated throughout the estate.

Vestige Son Vell in Menorca offers something equally special but with a Mediterranean soul. Set on a historic 18th-century estate, it’s a masterclass in restoration—local materials, traditional craftsmanship, and a design language that feels timeless yet contemporary. What I love is how they immerse guests in the island’s essence: farm-to-table dining led by award-winning chefs, organic gardens, and experiences that connect you to Menorca’s culture and ecology. It’s understated, authentic, and deeply respectful of place.

Then there’s Passalacqua on Lake Como—a property that redefines Italian luxury. Housed in an 18th-century villa, it’s intimate with just 24 rooms, yet every detail is extraordinary: Murano chandeliers, frescoed ceilings, and gardens that spill down to the lake. But beyond the beauty, it’s the sense of villeggiatura—that Italian art of slow living—that makes it magical. Dining celebrates Lombardy’s flavours with seasonal menus, and wellness here feels like an extension of the villa’s soul, offering tranquillity and connection in equal measure.

For me, these places share a common thread; they combine design and service with a philosophy that values nature, culture, and human connection.

Tell me your finest travel memory. Why does it stick out most?

It isn’t tied to any single place, but rather to the way the beauty of hospitality can make you feel—how it can rearrange something quietly inside you. In recent years, it’s been moments like visiting Aman Venice, where etchings shimmer on tall windows and small, lucky bees are tucked into the marble filigree of a fireplace; or travelling through Greece, where you’re swiftly folded into the Greek family—love and warmth offered through food, through stories, through the gentle insistence that you belong.

My mother was a great champion of the importance of travel; a conviction she passed on to me from my earliest years. It’s one of the great privileges of my life: to have witnessed, again and again, the depth of the cultures that make our world a wildly varied, endlessly beautiful tapestry.

If there was one thing you would abolish in travel, what would this be? Why?

Queues. If I could abolish one thing about travel, it would be the slow shuffle through airport lines. Hours spent under harsh lighting, inching forward like we’re in a very dull conga. We’ve cracked the code on flying across continents in record time, yet the prelude still feels Victorian. Abolish the queue, and you give people back the most precious luxury of all—time.

What’s your long term vision at Mr and Mrs Smith?

Our long-term vision at Mr & Mrs Smith is about doubling down on what has always defined us: curation. In a world of infinite choice, we believe the future of luxury travel lies in thoughtful selection, handpicking places that aren’t just beautiful, but meaningful. That means evolving our brand while holding our heritage close, continuing to champion individuality and authenticity.

We see ourselves leaning even more into the arts and cultural space—creating experiences that spark imagination and connection. Working with the late Martin Parr was a proud moment for us, and it reflects the kind of collaborations we want to nurture—partnerships that celebrate creativity and storytelling, and a brand equity we have built that allows us to work with icons.

As we look ahead, Europe is a key part of that vision. We already have a small but active base in Denmark, and we see incredible potential to deepen our footprint across the region—bringing our ethos of curated, character-rich stays to new audiences who value depth and discovery.

Ultimately, our goal is to build a brand that feels timeless yet progressive— it’s not about the breadth of our collection, but about the depth: where every hotel, every experience, is chosen with care and tells a story worth sharing.

Where’s somewhere you’ve been lately that really surprised you and why should people visit?

Venice in winter completely surprised me. Without the crowds, the city feels like it’s exhaling—quiet, romantic, and utterly mysterious. The mist hangs low over the canals, and the sound of water lapping against the gondolas is the only soundtrack. You wander through empty piazzas, slip into candlelit trattorias, and suddenly Venice feels like it belongs to you. It’s cosy, it’s cinematic, and it reminds you why slowing down is the ultimate luxury. If you’ve only seen Venice in summer, go back in the cold—it’s pure magic. And while you’re there, even if you’re not staying at Nolinski Venice, make time for its bar. It’s intimate, elegant, and feels like a hidden jewel, perfect for a cocktail after wandering the city’s quiet streets.

There’s a lot of greenwashing in travel right now. What are you doing as a business to help change this?

At Mr & Mrs Smith, we’ve embedded sustainability into the core of our operations rather than treating it as a marketing add-on. We’re proud to be a B Corp-certified business, which means our practices are independently verified against rigorous social and environmental standards. Our latest Impact Report outlines the steps we’ve taken: redefining our curation criteria to prioritize hotels with genuine sustainability initiatives backed by audits and measurable impact; working with Planet Mark to establish our carbon baseline and implement a clear reduction plan; and partnering with organisations like World Land Trust, The Human Dignity Trust and Blue Marine Foundation to ensure our efforts extend beyond our own footprint.

We’re enhancing accessibility and inclusivity across our listings and return-to-work programs, while also creating a sustainability toolkit to support our hoteliers. At the same time, we aim to join the Tech Zero community to accelerate climate action. We see sustainability as a core value in how we operate and grow. Honesty is key: we set goals, we meet some, and we're honest about where we don’t. Incremental, consistent gains are how we continue to be a force for good.

What do you think next year’s biggest travel trends will be?

Quiet escapes are becoming the new measure of luxury: places where time loosens its grip and nature takes the lead. These aren’t destinations chasing spectacle, but spaces designed for stillness—fjord-side cabins, forest hideaways, garden-led retreats where wellbeing feels like second nature. Here, luxury is found in the small things: watching light slide across a valley, listening to the sea breathe, having enough space to feel yourself again. Hotels are responding with design that works with, not against, natural rhythms: circadian lighting, scent rituals and rooms stripped back to what matters. This isn’t about disconnecting for the sake of it; it’s about reconnecting—with yourself, with the land and with the people who give each place its soul.

Tell me your wildest travel story.

My mother guarded our annual travels fiercely. She understood the power—and the necessity—of escape: of being somewhere that promised restoration, immersion, culture; a place that educated our souls as much as our minds and sent us home feeling somehow expanded. But she was also brave and a little wild, a true adventurer at heart. That meant there were moments of hitchhiking, or the three of us clinging to a motorbike on our way to the next village or riding in the back of a pickup truck with guitars strapped beside us.

And the memory that lingers is this: humans, at their best, being kind. Strangers adding their laughter and generosity to the stories of our journeys, reminding us of what we all quietly want—something wonderful, authentic, and enriching, shared together.