Axonall Founder
Our founder Mel Suntal has spent decades in the luxury travel industry.
She's seen it all! The promises of personalization, the innovation decks, and the constant talk of "unique" experiences.
But over time, she began to notice something. Travel, instead feeling wonder and discovery, is becoming boring and predictable. Everywhere she went, it looked and felt the same. The industry has been obsessing over "Personalization". And yet, the best it could do is looking at the past stays, price, or location and was very much limited to surface-level preference delivery. It ignored that context of the situation and the fact that the people change, perhaps, preferences could change as well. That realization changed everything.
Mel began to question it all! She kept asking herself: What if travel could be more? What if we could redefine personalization, not just around preferences, but around transformation? It became a quiet obsession.
As she began shaping this idea, it became clear that building such a platform would be complex. Axonall would need to understand people on a deeper level, and able to listen, learn, and evolve in real-time. So we looked closely at psychological behavior frameworks, emotional intelligence models, and adaptive design systems.
It was years of research, experimentation, and refinement. Whilst building this foundation, Mel began Axonall as a private circle of discerning travelers, curating deeply personal experiences while quietly shaping the platform behind the scenes.
And in 2025 Axonall officially launched, moving from a private circle to a global platform. We are technology-first and AI-native, built on an advanced framework that learns and evolves with every guest.
Yet Mel knows - and has always known- that no technology can replace human warmth and connection.
Mel Suntal
Founder & CEO, Axonall