Forget infinity pools. Cultural capital is luxury’s real advantage.
The Hotel Yearbook

Forget infinity pools. Cultural capital is luxury’s real advantage.

Youri Sawerschel, Founder of Creative Supply, warns that luxury hotels are drifting into sameness and that infinity pools, marble lobbies, and “local experiences” are no longer enough to justify a premium. He argues that in an AI-fuelled copy-paste ...

Creative Supply
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Hotel Yearbook
HYB article by Youri Sawerschel
15 January 2026Creative SupplyThe Hotel Yearbook 2026 - Annual Edition
Forget infinity pools. Cultural capital is luxury’s real advantage.
Marriott didn’t spend $355M to buy 36 small-room hotels
Opinion

Marriott didn’t spend $355M to buy 36 small-room hotels

When Marriott International announced it would acquire the citizenM brand for $355 million in cash, the easy take was to call it "another lifestyle acquisition" in a long list of soft brands and hip logos.

Nicolas Vorsteher
Nicolas Vorsteher
Founder & CEO, chatlyn
chatlyn
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citizenM
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Real Estate & Investment
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Nicolas Vorsteher
by Nicolas Vorsteher
4 December 2025chatlynBrand Marketing
Marriott didn’t spend $355M to buy 36 small-room hotels
The Brand Name Myth
Opinion

The Brand Name Myth

One of the most common conversations I have with founders is about brand names. What to call the company, how much meaning it should have, whether it needs to be clever, memorable, descriptive. I get it. I’ve been there myself, naming things is hard...

Martin Soler
Martin Soler
Partner at Soler & Associates
Soler & Associates
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CRM & Loyalty
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Public Relations
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Martin Soler
by Martin Soler
6 November 2025Soler & AssociatesBrand Marketing
The Brand Name Myth
Re-Imagining The Outdoors: Building Hospitality Brands at The Gateway to Nature
Opinion

Re-Imagining The Outdoors: Building Hospitality Brands at The Gateway to Nature

There is a distinct magic in stepping outside and being instantly immersed in nature. For many travelers, the draw of the outdoors isn’t just about escaping the city or disconnecting from screens; it’s about a deeper sense of freedom, possibility, a...

Matthew Mering
Matthew Mering
Executive Vice President of Hospitality at Waterton
Waterton
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Sales & Marketing
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Matthew Mering
by Matthew Mering
3 November 2025WatertonBrand Marketing
Re-Imagining The Outdoors: Building Hospitality Brands at The Gateway to Nature
How Hotels Can Turn Black Friday Into a Revenue Growth Opportunity
Opinion

How Hotels Can Turn Black Friday Into a Revenue Growth Opportunity

Black Friday is coming, a global sales event that every traveler notices. For many regions, it coincides with the low season, creating both a challenge and an opportunity.

Anna Belash
Anna Belash
Chief Marketing Officer at Exely
Exely
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Social Media
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Anna Belash
by Anna Belash
30 October 2025ExelyBrand Marketing
How Hotels Can Turn Black Friday Into a Revenue Growth Opportunity
Unlimited Content, Unlimited Boredom?
Opinion

Unlimited Content, Unlimited Boredom?

There’s something paradoxical about our times. We are entering an era of unlimited content. AI is generating articles, videos, music, animations (Sora and others are opening up new visual glut/slop - let’s just call it streams). But despite this tid...

Martin Soler
Martin Soler
Partner at Soler & Associates
Soler & Associates
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Sales & Marketing
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Martin Soler
by Martin Soler
30 October 2025Soler & AssociatesBrand Marketing
Unlimited Content, Unlimited Boredom?