David Collyer’s first job involved delivering newspapers, including the bulky Sunday editions he disliked. By age 12, he was reading The Financial Times, a habit that shaped his future in hospitality and luxury travel.
The Preference Wheel: How a WPP strategy became a hospitality blueprint
Collyer is global senior vice president at Aspire. Before joining the company, he spent a decade at WPP developing creative strategies for brands like British Airways, Virgin, and InterContinental Hotels & Resorts. That work led to what he calls The Preference Wheel, a framework connecting guest experience to revenue.
The concept works by improving experiences to build customer preference, which increases spending and funds further growth. After moving from WPP to IHG, Collyer tested the model in hotels. At Aspire, he applies it to pre-flight services, aiming to bring luxury hotel standards to airports.
“At IHG, my role became more strategic,” he said. “I saw how experience drives preference, preference drives profit, and profit drives reinvestment.”
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Collyer’s enthusiasm for hospitality extends beyond professional work. He calls London “the best city in the world,” a view strengthened by his travels. “Every time I return, I notice its grandeur,” he said. “No other place compares.”
If he could change one thing about the city, he would make all museums free. “London has some of the world’s finest museums,” he said. “Better access would strengthen community pride and cultural understanding.”
Enzo Ferrari’s desk and a curry mishap
One of Collyer’s most memorable meetings began unexpectedly. While at IHG, he traveled to Rome for a marketing discussion with Fiat. The meeting took place in Enzo Ferrari’s office, a detail he only learned upon arrival. “I’m a huge fan,” he said. The managing director invited him to sit at Ferrari’s desk, surrounded by original sketches of legendary cars.
The experience stood out, but another meeting left an even stronger impression. Early in his IHG career, Collyer attended a client dinner at The Cinnamon Club, a high-end Indian restaurant. Trying to impress, he ordered a dish based on its name alone—only to discover it was the spiciest item on the menu.
He struggled through the meal, sweating and gasping for air. Staff brought yoghurt and water, but Collyer insisted on finishing the plate. “My boss and the client found it amusing,” he said. “I’ve never lived it down.”
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His proudest achievement came later, when he received an IHG Star Award for the Open Lobby Concept at Holiday Inn. The project transformed hotel lobbies into social spaces combining work, dining, and relaxation.
Collyer was born at RAF Akrotiri in Cyprus. For lunch, he prefers Coq d’Argent, a City restaurant with a rooftop bar ideal for evening cocktails and cigars. His coffee order is a double espresso. His cocktail choice is a Negroni Spiglato, but only if made with Champagne. When asked about favorite reading material, he names The Rake Magazine.
Collyer remains optimistic about the future. “Life is what you make it,” he said. “Success comes from hard work.” That mindset has guided him from delivering newspapers to sitting at Enzo Ferrari’s desk and now reshaping pre-flight hospitality.
His approach aligns with trends in the industry, where smaller producers challenge established brands by focusing on quality and experience.