In this Office Hours episode, Grace Van Hollebeke sits down with Arianna Sartzetakis, founder of Uncover More, to dive into how she built a trusted digital brand uncovering the world's hidden gems. What started as a side project in New York City has grown into a global platform, earning Arianna a Forbes feature and a devoted following of curious travelers.

In this episode, Arianna shares how she built a community-first brand and how she grew it into a full-time business. If you want to build a travel brand, grow your audience, and create content that stands out, this episode is full of insights.

Key Moments:

(00:00) Building a Brand on Storytelling & Community – How Arianna turned a passion for NYC into a globally recognized platform
(03:49) The Leap to Full-Time Entrepreneurship – Why she left Goldman Sachs to pursue Uncover More full-time
(07:13) Carving Out a Unique Niche in Travel Content – How she built a trusted brand by focusing on hidden gems & authentic experiences
(13:24) Rethinking Luxury in Travel – Why luxury is about experience, not price, and how travelers today want more than just five-star hotels
(16:29) The Secrets to Consistent Content – How Arianna’s signature format keeps Uncover More engaging and instantly recognizable
(19:53) Building a Community That Trusts You – Why engagement matters more than virality and how she connects with followers

Key Takeaways:

Luxury is about experience, not price—it’s about thoughtful curation, not just expensive stays
Consistency builds trust—using a signature style helps brands stand out in a crowded space
Community matters more than virality—loyal followers drive long-term growth
Engagement is everything—responding to every comment and DM builds real connections
Social media isn’t about tricks—it’s about understanding what your audience actually wants

Follow Along:

Want to see Arianna’s work in action? Follow @UncoverMore on Instagram & TikTok

Grace Van Hollebeke: LinkedIn | hello@letslucia.com

Lucia: Website

Try This Challenge:

This week, engage with your audience like Arianna does—reply to every comment, DM, and email with genuine thoughtfulness. Notice how your community grows.

Need help structuring your content strategy? Lucia’s CoPilots can create a custom content plan tailored to your brand. DM Grace on Instagram (@GraceVanHoll) for recommendations.

Enjoyed this episode? Leave a review and share it with a fellow travel entrepreneur!

The Secrets to a Magnetic Travel Brand with Arianna Sartzetakis