My research explores how AI can be applied in travel in ways that keep business goals, technological progress, and human values in balance. I guide teams in building ethical, bias-aware tools that combine AI-driven efficiency with empathy, care, and responsibility. Moving beyond simple optimisation toward innovation that genuinely enhances how people experience the world.  Outside of research, I find inspiration in exploring new places, tasting different cuisines, studying and experiencing fashion, and marvelling at art and literature, both classic and contemporary