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Simply Lusion is... visions realised

Developing strategic business contributions through meetings and events.

Lusion Advisory offers genuine, unbiased expertise, innovative advice, and tailored strategic design for the meetings and events category and industry.

We work with a variety of clients in the meetings and events space supporting APAC Regional SMM Programs, M&E Category Optimisation and a range of ad hoc Special Initiatives. We help organisations bring their visions to life through a partnership between big picture thinking, innovation and ideation and highly practical results focused strategies that see real results.

Lusion Advisory is led by Belinda Doery, a globally awarded industry leader whose rare experience across all sides of the events ecosystem empowers clients with practical, high-impact solutions that cut through complexity and deliver results

Regional APAC Strategic Meetings Management Programs (SMMP’s)

Assessment, development, deployment, management and optimisation of Asia Pacific Strategic Meetings and Events Programs.

Current State and Opportunity Assessments
Program Design and Solution Development
RFP Design and Management
Program Implementation and Deployment
Technology Implementations
Ongoing Program Management
Independent Agency Auditing Services
Agency Data Consolidation Services
Market Engagement and Compliance
General Consulting Services

Meetings and Events Optimisation

Even without a fully developed SMMP, organisations can achieve significant impact through a strategic approach. Lusion Advisory helps optimise your meetings and events to drive measurable value—whether through smarter planning, supplier alignment, compliance improvements, or spend efficiency.

Opportunity Assessments
Process Mapping
RFP Design, Deployment and Management
Negotiation, KPI’s and Contracting
Supplier Onboarding
ROI, ROE Reporting
Auditing and Compliance Management
SMM Opportunity Assessments
SMM Development

Special Initiative Enablement

Whether you’re a client, agency, supplier, or intermediary, sometimes those important initiatives keep getting pushed to the side. That’s where Lusion Advisory comes in.

We offer flexible, expert support to help move your ideas forward—especially those special projects that need an extra push to get off the ground. From one-off initiatives to long-term strategies, we provide tailored solutions across the hospitality, events, travel, and experiences sectors.

Strategic consulting and advisory
Project design and management
Category and portfolio assessments
Competitive market analysis
Go-to-market and expansion strategy
Product and service development
Innovation and pilot program support
Agency/supplier engagement models
RFP and procurement process support
Stakeholder engagement and alignment
Performance benchmarking and reporting

Whether you need a fresh perspective, an experienced partner, or just some extra horsepower, Lusion Advisory is here to help.

Why choose us?

Beyond simply saying ‘we are going to drive results that will make you look good’, Lusion Advisory has a few key differentiators.

We are the only dedicated advisory service for the meetings and events industry in Asia Pacific. Because we are not an agency, we are entirely unbiased, and 100% female owned and operating, assisting organisations meet their equality targets.

Independent and entirely unbiased
Experts specifically in this space
Tailored services specific to your needs
Highly experienced globally, regionally and locally as a client, supplier and agent
Results oriented with focus on straightforwardness for achievement.
100% womens owned enterprise

Don’t just take it from us, hear what others have to say.

Issa Jouaneh President

Belinda is a strong leader, and a strategic thinker who understands the challenges of corporate clients, while at the same time brings a pragmatic and outcome oriented approach...

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Lisa Meehan Executive Director, Travel Services

Belinda's responsibilites have included creation and centralisation of end-to-end meeting services in key markets such as China, Singapore, Australia as well as implementation and management of corporate payment platform (CMC) and reconciliation processes for meetings in APJ. She's been the regional lead for Merck's global meetings hotel program and led communications and implementation for the region. Belinda is great to work with, always upbeat and a problem solver. She's strategic, has the ability to quickly connect the dots and identify alternative and more appropriate ways to proceed with out-of-the-box solutions for practical results. She identifies key steps or patterns in a project to bring teams together and give framework to a work stream to see quick results. And she has an impressive ability to see big picture and seek to identify end goals of projects and strategies with ability to inspire. She's a star!

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Bonnie Hamilton Managing Director

Belinda Doery is one of the best industry leaders I have had the pleasure of working with over the years. She leads by example, managing teams with great integrity, strategic focus and just an amazing ability to get things done. She's got a great positive vibe and the staff we have placed in her teams have always loved working for her.
Belinda is a great big picture thinker, with a creative and strategic mindset who just achieves goals in business.

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Danielle Puceta Vice President

...her ability to not only see the big picture and develop strategies but also then also implement those strategies was second to none. She has deep knowledge in the meetings and travel space as well as APAC but even if the topic was outside of this area she applied her same strategic thinking to any new area. That in itself is valuable but then being able to translate those strategies into specific steps and drive implementation is a powerful combination.

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Derrin Brown CEO

Belinda's leadership is transformative. She brings unmatched strategic acumen, creative vision, and an unyielding commitment to fostering collaboration across diverse sectors. Her deep understanding of the intricacies of the events industry allows her to identify opportunities for growth and innovation while addressing the unique challenges our sector faces.

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