Why “Build → Open → Hope” Is Failing Hospitality

The hotels pulling ahead in 2026 aren’t built on build → open → hope, but on understanding who they’re for before the doors open.

The biggest mistake I see hospitality brands still making?

𝗗𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗶𝗻 𝗶𝘀𝗼𝗹𝗮𝘁𝗶𝗼𝗻.

Months (or years) perfecting:
– the concept
– the rooms
– the amenities
– the brand story

Then they open...
and hope the market 'gets it.'

That model worked when:
location alone created demand
or luxury meant excess.

Not in 2026.

Today’s strongest hospitality brands follow a 2-step logic:

𝟭. 𝗣𝗿𝗲-𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵.
↳ Identity-Led Hospitality™: https://bit.ly/4qU5oVt
Designing the conditions that shape how people feel, think, and arrive, before experience begins.

𝟮. 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲-𝗳𝗶𝗿𝘀𝘁 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻.
↳ Learning in real time how people use travel to reconnect, reorient, or step into who they’re becoming.

Meaning:

𝟭. 𝗧𝗵𝗲𝘆 𝗱𝗲𝘀𝗶𝗴𝗻 𝗯𝗲𝗳𝗼𝗿𝗲 𝗲𝗺𝗼𝘁𝗶𝗼𝗻
↳ at the level of identity.

𝟮. 𝗧𝗵𝗲𝘆 𝗱𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗲 𝘁𝗵𝗿𝗼𝘂𝗴𝗵 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲
↳ not campaigns.

So the properties gaining momentum fastest:

• test concepts through storytelling before opening
• share design intent early to attract the right audience
• turn community interest into 'soft' demand (waitlists, inquiries, press)
• refine positioning based on what resonates emotionally
• let guest feedback shape new rituals

Where the new model looks like this:

Design → listen → validate → belong

• Design in public.
• Listen early.
• Validate desire.
• Build belonging... then build scale.

It’s uncomfortable.
But it’s efficient.

And in 2026, hotels that treat audience, narrative, and presence as part of the experience will outperform those still relying on build → open → hope.

Image via Fuso Concept Hotel