Susan Furness is an Unconventional Strategic Advisor with a focus on Brand, Behaviour, and Communications working from Arabia for 40-plus years. Susan is known for guiding leaders and their leader teams to look in new places for different answers to transformational impact, first in the decades of Web1 to Web2, and now bridging into Web3. From the lens of PR and Social Media, she appreciates how crucial it is to remain decisively human in the fourth industrial Digital Era.

Over the years, Susan has worked in a variety of sectors including Destination Management, Hospitality, and Tourism, from publishing, to new opening teams, to task force for tourism standards & hotel star ratings, as well as holding founding memberships in SKAL, HCIMA, and MEPRA. Her firm has been engaged by Marriott, Le Meridien, Intercontinental, Holiday Inn, Premier Inn, Movenpick,

Steigenberger, and JA Hotels and Resorts, among others. Susan is the founder of Strategic Solutions’ specialist divisions, Strategic Landscapes, Strategic Heartistry, Web223, and ThreeX, as well as founding member of the soon-to-be launched hospitality fund management firm, Xpitality Group. She is also a board advisor to a number of start-ups.