BARBARA DEN BAK

Independent Senior Advisor

Founder KAER

Experienced Senior Advisor, entrepreneur, brand strategist, and hospitality innovator with more than 15 years of experience developing purpose-driven concepts across the wellness, fitness, and experiential travel sectors. She is the founder of Kaer, a holistic well-being and transformational travel company operating across Europe and Africa, where she has created high-end retreats, curated experiences, and brand partnerships with leading boutique hotels and global hospitality groups.

Known for her ability to translate human behaviour, neuroscience insights, and modern well-being trends into commercially strong hospitality formats, Barbara has built multiple successful brands, including group fitness concepts, boutique studio formats, and large-scale community-driven wellness programs. Her expertise spans brand development, guest experience design, leadership journeys for corporates, concept creation for boutique hotels, and the design of nature-integrated transformational programs.

Barbara has collaborated with international luxury hotels, corporate clients, and wellness leaders to develop experiences that elevate guest engagement, increase value per stay, and align hospitality assets with the fast-growing global demand for experiential, wellness-centered travel. Her work focuses on emotional connection, nervous system regulation, and high-end experiential design, delivering long-lasting impact on both guests and destinations.

She advises hospitality owners, developers, and investment groups on brand strategy, wellness positioning, transformational programming, and experience-led guest journeys, bringing a unique cross-section of creativity, operational understanding, and commercial insight.