Mel Suntal is the founder and CEO of Axonall, the world's leading luxury travel platform that integrates AI to create hyper-personalized, sustainable high-end journeys. Axonall combines technology with the guest's deeper intent to elevate the luxury travel beyond standard travel bookings. The company offers tailored experiences in luxury hotels, private jet charters, wellness retreats, and exclusive destinations for those seeking eco-friendly, transformative trips worldwide.
Professional Background– Expertise in Luxury Travel and AI
With a foundation in computer engineering, Mel has over a decade of experience in tech innovation and leadership within the global luxury sector. Starting in programming, she shifted to travel and high-end brands, where she spotted a key shortfall: traditional platforms handled logistics like hotels and flights but ignored the customer and their emotional drivers behind travel. This led her to launch Axonall in early 2025 as the first emotionally intelligent online travel agency (OTA).
Mel Suntal is a recognized figure in AI-driven luxury travel. She has been featured in prominent publications and she discussed how AI enhances sustainable luxury experiences in high-end travel i.e. Authority Magazine on women in AI, The Gentleman Magazine covering the platform's launch and AI features, Travel and Tour World, and Salon Privé Magazine on AI.
Her core expertise includes:
- •AI in Luxury Travel: Building algorithms that assess traveler psychology for customized itineraries.
- •Sustainable Luxury: Developing the Carbon Wallet for seamless carbon offsetting in eco-friendly high-end travel.
- •Emotional Intelligence: Inventor of the Transformation Arc framework that guides journeys based on personal goals and deep desires.
Vision for Axonall: Redefining Bespoke Luxury Journeys with AI and Sustainability
Inspired by her own travels, Mel realized the value in growth-oriented travel experiences, noting, "If you're not evolving while you travel, what's the point?" She designed Axonall to move beyond transactional bookings, emphasizing emotional outcomes and personal development. Launched globally in 2025 with a U.S. expansion in September, Axonall leads the luxury travel space through its AI concierge, Seren.
Key features of Axonall:
- •AI-Powered Personalization: Seren analyzes emotional needs to build bespoke journeys, such as private jets to eco-lodges or premium wildlife tours.
- •Sustainability Integration: The Carbon Wallet monitors and offsets emissions, making sustainable luxury travel straightforward and integrated.
- •Journey Artisans: Experts pair with AI to deliver immersive experiences across seven Transformation Arc paths.
Mel Suntal
Founder & CEO, Axonall