IGAA / The Global Council

Now forming

The people who get the final word.

The council decides what the standard says and audits the core data that shapes the future.

Our council members consist of active and former experts from world-class airlines, Michelin-starred hospitality, luxury retail, and diplomatic protocol globally, ensuring our auditing remains at the pinnacle of human elegance.

The Six Pillars of Our Standard

Charter members

The Founding Signatories

Selected from our most distinguished protégés and award laureates, these pioneering practitioners have championed our mission from day one. Their early endorsement laid the foundation for our global standards.

Cheryl Hsieh

Cheryl Hsieh

Marketing Manager, Taiwan · MSC Cruises

Charter member

Core Expertise

  • Tourism Brand Strategy
  • Glocalization of Global Brands in Asia
  • Brand Ambassadorship & Public Relations

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Professional Highlights

  • Strategic Brand Transformation (China / APAC)

    Leveraged over 7 years of high-level marketing experience in Shanghai to spearhead the brand transformation of Ctrip Corporate Travel (Trip.com Group).

  • Pioneering Market Entry for MSC Cruises

    Appointed as the first-ever Marketing Manager for MSC Cruises in Taiwan. Successfully introduced European cruise culture to the local market, establishing a robust brand presence and localized marketing framework.

Cheryl Hsieh

Charter member

To be announced

Joining soon

Charter member

To be announced

Joining soon

Charter member

To be announced

Joining soon

Charter member

To be announced

Joining soon

What the council actually does.

Four pieces of work, running on a repeating cycle rather than as one-off projects.

Setting the standard

The council writes down what good looks like, in enough detail that two reviewers grading the same recording reach the same answer. Vague virtues are useless here. "Warm" cannot be assessed; "acknowledges the guest within eight seconds of them entering the room, by name if it is known" can be.

  • Published in full, with the reasoning, not as a scoring sheet alone
  • Versioned, so anyone can see what changed and when
  • Open to challenge from alliance members, not just council seats
Applications open

Apply to the council.

Tell us which seat interests you and what you have actually done. IGAA personally reviews every application and replies, even when the answer is no.

Who it suits
Senior practitioners in protocol, hospitality, aviation, luxury retail, diplomacy or service training
Commitment
Roughly one review cycle a quarter, done remotely
Reply time
A few working days

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