David Collyer built his career over 27 years in the City of London, starting with a deep interest in media and finance. That interest began at a young age, nurtured by delivering papers and developing a fondness for newspapers. By the age of 12, he was already reading The Financial Times, a habit that helped shape his professional path. Now, as global senior vice president at Aspire, Collyer leads the charge in combining luxury hospitality with premium pre-flight experiences.
From media to travel and luxury hospitality
Collyer began his career at WPP, where he spent six years in the luxury travel division. Working with top-tier clients like British Airways and Virgin gave him a strong foundation in hospitality. These experiences sparked a passion that he would later formalize into a strategic framework called 'The Preference Wheel.' This model outlines how guest experience drives brand preference, which in turn leads to profit and business growth.
After 10 years in the City, Collyer made the switch to InterContinental Hotels & Resorts (IHG), a major client of WPP. His position there became more strategic, allowing him to focus on guest experience and business success. IHG helped refine his thinking, and he eventually applied those lessons at Aspire, where he now brings hotel-grade hospitality to the skies.
A dinner that changed everything
In what he calls one of his most infamous missteps, Collyer made a bold culinary choice during a client meeting at The Cinnamon Club. Not knowing much about Indian cuisine, he selected a dish based on its name. When the waiter asked if he was certain, Collyer responded confidently: 'Of course, it’s my favorite!' The dish, however, was the hottest on the menu.
The consequences were immediate. Within minutes, Collyer was drenched in sweat and gasping for air. Despite the heat, he couldn’t back down, determined to finish the meal. The restaurant staff helped out with yoghurt and water, but the main entertainment came from his boss and the client, who found the situation amusing. To this day, the story remains a well-known part of Collyer’s career.
Pride, values, and vision
When it comes to the people who influenced his life, Collyer cites only one: his uncle Richard. This relative taught him the fundamentals of business and how to live a life of integrity. One of the uncle's mantras, 'It’s not signed until it’s signed,' has stayed with Collyer and shaped his approach to deals and contracts.
Collyer’s greatest professional achievement came in the form of an IHG 'Star Award' for the Open Lobby Concept at Holiday Inn. It’s a moment he regards with pride and as a significant career milestone. Looking ahead, Collyer remains optimistic. 'I’m a very positive person. Life is what you make it,' he says, adding that success depends on the work one is willing to put in.
London has always been a source of inspiration for Collyer. He calls it the best city in the world, noting its grandeur and charm. Yet, he believes that its world-class museums should be free, making culture accessible to all. On the weekends, he likes to relax at his home in Ascot or enjoy Polo at Guards Polo Club or visit the Kennels at Goodwood. During the week, his home is often on a plane as he travels for work.