No 1. The Rulebook of Identity-Driven Travel

Travel is changing, and so is the way we talk about it.

For months, I’ve watched the industry scramble to define 'what’s next,' especially after ILTM Cannes 2025.

But the truth is simpler than we make it:

Travel is becoming less about where you go, and more about 𝘄𝗵𝗼 𝘆𝗼𝘂 𝗯𝗲𝗰𝗼𝗺𝗲 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘆𝗼𝘂 𝘄𝗲𝗻𝘁.

That shift deserves clarity.

It deserves language.

And it deserves a 'framework' that actually reflects the emotional future of hospitality, not just scattered thoughts and trend reports.

That’s why I created something new:

➟ This is the first in a series of 𝗥𝘂𝗹𝗲𝗯𝗼𝗼𝗸𝘀 I’ve developed around the emotional future of travel, identity-led hospitality, and the shifts I believe are reshaping the industry.

I’ll be sharing them slowly, one at a time.

These aren’t meant to be prescriptive.They’re meant to be grounding... for hoteliers, creators, and anyone building brands that shape how people feel in the world.

Today, I’m starting with the first one.

The one that sits at the center of everything I believe:

✔ what I stand for

✔ what I refuse to compromise

✔ how I think about hotels, identity, and the emotional layers of a stay

𝗧𝗵𝗲 𝗥𝘂𝗹𝗲𝗯𝗼𝗼𝗸 𝗼𝗳 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆-𝗗𝗿𝗶𝘃𝗲𝗻 𝗧𝗿𝗮𝘃𝗲𝗹.

Ultimately, my belief is that future of hospitality isn’t about amenities or trends.

It's about emotional outcomes, internal shifts, and the deeper reasons people choose one place over another.