Martha Waslen, founder and CEO of DayAway, explains why well-heeled jetsetters may soon make a foray into the brave new world of Web3 – and even the metaverse.
Fresh from a family vacation to Siem Reap, Martha Waslen is glowing with excitement. For the founder of DayAway, a platform to book daytime experiences at luxury hotels, it has been a while since she had the opportunity to explore a brand new destination with her toddlers, aged three and four.
She launched the platform in Singapore in 2021 in the middle of the COVID-19 pandemic when she saw how hotels were suffering from low occupancy rates. She realised it was a good opportunity to offer daytime hotel experiences such as high tea in a suite, a spa treatment combined with access to the hotel’s swimming pool and gym or even “work from hotel” packages.
The Founder's Key will offer members VIP access to private events, priority to subsequent NFT drops and access to other virtual experiences in the metaverse. Before turning her focus to the hotel industry, Waslen had been building luxury brands in the digital sphere. She moved to Singapore in 2011 to join beauty platform Luxola, which was ultimately acquired by the LVMH-owned Sephora.
She had also honed her luxury experience in New York City where she worked at Ralph Lauren’s headquarters, focusing on marketing and branding. “Ralph is really a genius, he would point out anything that was not in place and would say, ‘Anything that is not correct shatters the illusion of this dream that we have built. Somebodynotice it’. That has really stayed with me, it was the best training I could ever have received in branding,” she said.
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