Interpretations
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The Year Hospitality Turned Inward
ILTM Cannes 2025 made one thing clear: something fundamental has shifted. Hospitality is no longer competing on places, amenities, or aesthetics—but on who guests become.
Hospitality Is Bossa Nova, Not Jazz
Hospitality isn’t jazz. It’s bossa nova. Quiet, restrained, and built on presence. The best stays don’t impress. They linger — like a melody you carry home.
The Shift That’s Been Hiding in Plain Sight
Luxury is no longer about place. It’s about who you become. Here’s the shift ILTM has been signaling for years—and why it’s now impossible to ignore.
The MICHELIN Keys and the Future of Hospitality
The MICHELIN Guide has introduced hotel Keys. But what if the next standard of excellence isn’t just service or design — but how a place makes us feel?
The Rise of the Identity-Led Hotel
At ILTM Cannes, one pattern is becoming impossible to ignore: people are no longer choosing trips. They’re choosing versions of themselves. The future of hospitality is identity-driven.
The Age of Emotional Hospitality
Forward-thinking hotels are no longer competing on aesthetics. They’re competing on resonance. Welcome to the age of emotional hospitality.
Hotels Are Becoming Belief Systems
Hotels are no longer selling rooms. They’re selling states of being. From peace to belonging, the strongest hospitality brands are becoming belief systems — not products.