Nuno is a discovery partner for distinctive hotels and destinations. We work with places that offer something original, create experiences worth remembering and help people feel more alive. Our role is to make sure the right guests discover them.
That work covers every channel where discovery happens, including AI, search and social. It also begins much earlier than channel optimization. We sit down with our partners to clarify their positioning, decide where to focus and develop campaigns that protect what makes the brand special.
AI visibility and SEO support the strategy. They help us understand what people can find, what they miss and where a brand has room to lead. We combine that intelligence with editorial judgment, technical execution and a clear understanding of the guest each partner wants to reach.
I chose Nuno’s leadership team around that model. I wanted people who could think with our clients and complete the work with them. Farah brings editorial depth, taste and a lifetime of travel storytelling. Adri brings the technical range to turn difficult ideas into reliable systems. I knew and trusted their judgment before either role had a formal description.
Farah Shafiq
We knew early on that storytelling and authenticity would be fundamental to Nuno, and Farah was the obvious choice to lead our editorial efforts. She has spent her career immersed in travel, culture and storytelling, from Wallpaper* and its City Guides to Net-a-Porter, PORTER, Vogue’s international editions, and many of the world’s most respected travel and lifestyle brands. She has exceptional taste and an instinct for what makes a place or story worth discovering. We share a deep belief in the way travel can connect us to people, cultures and different ways of living.
Working side by side with Farah over the past months, I have seen the care and rigor behind that instinct. She questions assumptions, thinks long term and is always curious about how we can make something better. She has worked closely with us on the product itself, constantly researching, testing and iterating without compromising on quality or losing sight of why we are building Nuno in the first place. Also, every time I see Farah she is smiling. She brings a warmth and generosity to the work that reflects her belief in travel, wellbeing and human connection. Her influence can be felt not only in how we tell the stories of our partners, but in the product we are building and the kind of company we want Nuno to become.
Farah describes the reason for joining Nuno in her own words:
I was drawn to joining Nuno because our approach to AI is different to most – rather than presenting it as a tool to remove humans from the picture, as many of us currently fear in the creative industries, we’re developing something that really makes the best of both worlds. I’ve always been invested in real storytelling, so for me, this was the perfect opportunity to explore how AI can support this.
And, travel needs it – often content is overlooked, even in the most incredible destinations, so it’s a cool prospect to potentially open that up. It’s rare to meet someone with as much enthusiasm for what she’s building as Paola, a positive force within the industry, and a pleasure to be part of a tech product and team that is so responsive and open to iteration. Always excited to see where Nuno is going to take things next.
Farah works inside the product process. She researches, tests ideas and questions the assumptions behind a recommendation. She helps us understand whether a campaign fits the brand, speaks to the right guest and tells a story that deserves attention. Her influence appears in the strategy, the product and the finished editorial content.
Adrian Gomez
Adri and I met and worked together almost a decade ago. We have already faced some of the hardest technical challenges of our careers side by side.
At Rappi, we worked with a very talented team on systems that made decisions at enormous scale. We built simulators and optimization algorithms that processed millions of orders each minute. We worked on dispatch graphs that showed availability across the network, supply and demand management, ETA forecasting and experimentation frameworks.
Adri is one of the best engineers I know. He understands complicated systems quickly and finds the part of a problem that matters. He is also very creative in his approach to solving problems and I have also seen him remain calm when the pressure is high, which tells me more about an engineer than any list of technologies could.
Adrian explains what drew him to Nuno:
I like problems where you cannot measure a change directly. I have worked on ranking and logistics systems before, and the hard part was never the algorithm. The hard part was to prove the change caused the result. These systems are noisy, and everything depends on everything else. A simple before-and-after measurement tells you very little. You must design the experiment first, or you cannot trust the result.
I chose Nuno because this is the same problem, and nobody has solved it yet. No model provider publishes how it decides what to recommend. You reverse engineer that behaviour from the outside, one controlled change at a time. What makes it possible now is the signal. Classic search gave you a position and nothing else. An AI answer shows you the sub-queries the model ran, the pages it read, the sources it cited, and the words it chose. That is far more to work with, so you can distill the real behaviour instead of guessing at it.
The other reason is what I get to build. Here I do not only run the experiments. I build the system that makes the experiments possible: the same questions, on the same surfaces, on a fixed schedule, with every answer recorded. That is the part I enjoy most. Paola brings real energy to it, and the team makes changes quickly — which matters, because the system we study changes every week.
A unique combination
Within the industry it is often that people have to choose between strategy, software and execution. Nuno brings those capabilities into one working relationship.
This process allows us to measure the result against the business objectives that matter to our partners, revenue growth, average daily rate, revenue per available room, direct booking contribution and sentiment.
It also helps client teams build AI fluency. They see what we recommend, why it matters, how the work connects to commercial goals and what changed after publication. They gain speed without losing clarity or control.
Together, Adri and Farah bring taste, rigor and character to what we are building. They are helping Nuno make remarkable places easier for the right guests to discover.
Frequently asked questions
Who leads Nuno?
Nuno was founded by Paola Neira. Farah Shafiq is Head of Editorial and Adrian Gomez is Head of Engineering. The three worked together before either role had a formal description.
Who is Nuno's editorial lead?
Farah Shafiq is Nuno’s Head of Editorial. She has spent her career in travel, culture and storytelling, from Wallpaper* and its City Guides to Net-a-Porter, PORTER and Vogue's international editions. At Nuno she works inside the product process, not only on finished editorial.
Who builds Nuno's measurement system?
Adrian Gomez is Nuno’s Head of Engineering. He and Paola Neira built simulators, optimization algorithms, dispatch graphs and experimentation frameworks at Rappi, on systems that processed millions of orders each minute. At Nuno he builds the system that runs the same questions on the same surfaces on a fixed schedule, with every answer recorded.
Why does experiment design matter for AI visibility?
No model provider publishes how it decides what to recommend. These systems are noisy and everything depends on everything else, so a simple before-and-after measurement proves very little. You must design the experiment first or you cannot trust the result.
What makes Nuno different from an agency?
Most teams make you choose between strategy, software and execution. Nuno brings the three into one working relationship, then measures the result against revenue growth, average daily rate, revenue per available room, direct booking contribution and sentiment.
Does Nuno replace humans with AI?
No. The approach treats AI as support for real storytelling rather than a replacement for it. Every draft goes through the partner's team before it publishes.
