Claus Sendlinger, CEO of Design Hotels, must be shaking his head these days. While the seismic shift toward content marketing is suddenly a hot topic today in hospitality and tourism circles, Sendlinger has been fine tuning the art of brand storytelling since the company’s inception in 1993. Based in Berlin, Design Hotels is a network of 250 hotels in 46 countries. Boutique in size and demeanor, all of the hotels share a stridently confident and well-defined design vision. In February, after more than a year in development, the new designhotels.com launched as a culmination of Sendlinger’s efforts to create a community of hip hotels and design-conscious consumers.

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