Founded by Grace Shaw, MODE. is shaped by 12+ years of experience across luxury travel, DMCs, trade representation, corporate advisory and international market development.

Grace’s career spans senior commercial and marketing roles in Vietnam and Europe, with additional corporate experience in human capital, business development and professional services.

This cross-sector background gives MODE. a practical understanding of both brand positioning and the internal structures required to support commercial growth.

Graces experience revealed a common challenge across premium tourism businesses: strong products often limited by unclear direction, complex processes and a gap between brand promise and commercial delivery.

MODE. was created to help hotels, DMCs and tourism brands close that gap - through brand strategy, commercial review and global market representation that improves buyer readiness, partner value, and routes to market.