Axonall Launches with Mel Suntal at the Helm, Blending AI and Emotional Intelligence in Luxury Travel

Tell us about Axonall and your inspiration to set it up? 


A few years ago, I was at a private stay on a remote island. Everything around me was perfect. On paper, it was a paradise. But something didn’t feel complete. That night, I sat by the shore for hours, listening to the waves and confronting a question most people don’t stop to ask. Why isn’t this hitting deeper? If you’re not evolving while you travel, what’s the point?” By dawn, I had the answer, and I didn’t waste time. The luxury travel Industry as it stands today, is overly transactional. It clung to outdated notions of personalisation for years - it didn’t evolve technology nor with customers. We flipped the model.

First, we began within a discreet circle of ultra-high-net-worth individuals, including global tastemakers, cultural visionaries, and leaders known for valuing privacy and perspective – who measure wealth not only in assets, but in personal growth. This private circle helped us to shape the platform’s signature approach.

Instead of starting with where you want to go, we start with why. What are you chasing? Peace? Power? Energy? Perhaps, something you can’t Google? 

Axonall is about creating the experiences that make sense to you. To whom you’re becoming. So, we can serve the future you just as well as the present you. Not just the version you’ve outgrown.

What can customers expect with the AI and emotional intelligence experience?


People change. Context shifts. New ventures, new circles, new ambitions. Even your rhythm and energy evolve. But most travel systems are tethered to the customer’s past preferences, recycling what once worked.

Axonall is different. We use advanced AI combined with emotional insight to read your cognitive load, your pace, your intent. We use predictive systems to understand your past, current, and future states.
Fast when you need traction, quiet when you need space and bold when you’re ready to stretch. Our experiences match your inner momentum.

Technology does the heavy lifting, but we never forget that luxury is a human craft. Our AI frees our Journey Artisans to focus on creativity, warmth, and providing best possible service to our guests.

How does Axonall empower conscious travellers seeking luxury, sustainable experiences?

I believe conscious travel begins the moment you decide to go. But the challenge isn’t desire, it’s the friction. Sustainable options are often limited, scattered, or complex and that’s why the right system matters.

Axonall Circle understand their footprint. Over 90% of our private clients choose places that are preserved, not overexposed. They want to leave a positive trace on the planet and its people - and not a scar. So, our technology helps them move smarter. We match each traveller with experiences aligned with their ethos. All our partner and experience providers undergo rigorous selection with detailed sustainability benchmarks. So, our customers have a peace of mind.
The work is ongoing but the direction is clear. Conscious choices should be effortless and that’s the future we’re building.

How do you perceive the travel industry now? Any trends?


We’ve challenged the luxury travel industry. For too long, it was relying on preference-matching and shallow personalisation. But the era of indulgence for its own sake is ending.
Luxury is evolving from access to meaning -we’re seeing a post-indulgence shift. Travellers want experiences that restore, reframe, and recalibrate them. They want clarity and growth. The destination matters less than the transformation it enables. That’s the future.


What's next for Axonall?

We’re just getting started. We are refining systems to make Axonall move with more foresight, less friction.


Some of what we’re building remains private for now. But I can say this. We’re anticipating where the world is going and preparing for that. So, the goal is simple. To remain the most intelligent and emotionally attuned travel system in the world. We will continue to serve your potential, not just your preferences.

If you could be anywhere in the world right now, where would it be?


It would be Machu Picchu!


 I love the nature, history, and the deep hospitality of the people. It brings me perspective. There’s something about walking the Inca Trail. It’s like communing with ancient kings. Moving through the history, listening to sound of flutes and drums of shamans, and the megaliths, it gives you the feeling of being part of something larger than oneself.

www.axonall.com

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