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60 seconds with… AXA Equitable Life’s Tavar James

Tavar James is director of Advisor Events & Recognition at AXA Equitable Life, where he has worked for the past two and a half years, having previously held roles in sales and event management with Marriott International at several properties through South Florida and the Tri-State area.

“I love to stay active through working out and volleyball, caring for my puppy Sno, enjoy horror movies, traveling, table talk with friends & family, and anything that has to do with the arts. I am motivated by the desire to continue to be the change I want to see through my work, my relationships and my experiences,” he says.

Tavar will be attending inVOYAGE 2019 this October in Monaco.

Brand promise…
AXA companies have been providing stability and reliability to our clients since 1859 to help them live their lives with confidence, to give them peace of mind, and enable them to realize their dreams for their loved ones and their legacy.

What’s trending in 2019?
In 2019, the focus on the experience continues. The luxury sector is growing with more options from our suppliers. However, with more options comes the need for more identity. Buyers are still trying to discover what the voice of luxury sounds like and how we can continue to create luxurious experiences while still being trendy, young and exciting.

There seems to be an increased interest in Asia and South America while the interest in European destinations is consistent. I also see a focus on appealing to different generations. The attendee profile is broader now more than ever and it continues to be a challenge in creating experiences that appeal to many and leave out very little.

Luxury defined…
In my opinion, luxury is a word used to describe an experience or product that is elevated to a level that many people may not be able to attain. It does not always mean expensive. The heart of luxury is found within the services provided and the experience that stems from that unique, one-of-a-kind, thoughtful moment.

Townhouse or treehouse?
I’m the person that likes both for different reasons. However, I find a country retreat to be more unique these days vs. a city hotel.

The bucket list
There are many countries that I still want to visit including China and Singapore. I had an amazing experience visiting Japan in 2018 and was deeply enthused by the culture and the people.

Last supper
My last meal out was at a fun, family-owned Oyster bar called Bubbles & Pearls in Wilton Manors, FL.

Aperol or agua?
Any flavoured mojito or red wine (cabernet)

Old fave
I can’t name just one as there are many who truly get it right!

Proud moment
One of my most proud moments in my career was unexpectedly winning a GM Leadership Award as a senior event manager at one of my properties in New York. It was this moment in my career that I knew I was on the right track.

Bragging rights
I am so grateful to be in a position that allows me to travel regularly to amazing places that I probably would not have been able to go to if it wasn’t for my role. I am always sharing my experiences on my social media platform as I hope it will motivate others to get out there and see the world!

It’s all in the detail…
I still believe customisation is one of the best details one can offer a group. Any opportunity to customize an experience is a WIN in my book. This could be through personalised itineraries, reliable individual ground transfers, or amenities. The gesture is not a new idea but the details matter. The individual moments all add up to create these special small moments that ultimately build a sense of trust and ease for the attendee that they probably would not feel if those moments did not exist.

What inspires you?
Travelling and connecting with people is what inspires me. Whenever I attend an event or even go for dinner, I try to find a take-away that I can bring back to my work. There is always something out there that can inspire you, but you have to get out there to see it and experience it. 

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