Interpretations
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When Story Becomes the Journey
Travel inspiration is no longer about where to go. It’s about how we want to feel — and the brands that understand this are no longer running campaigns, they’re building living narratives.
The Arrival Before Arrival
The next era of hospitality isn’t built on stays, but on orientation, identity, and resonance — starting long before guests arrive.
The Job Title That Will Define the Next Era of Luxury
The most important role in hospitality today isn’t “brand marketing.” It’s identity leadership—and most companies haven’t named it yet.
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.
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.
When Belonging Becomes the Design Brief
Kisawa Sanctuary shows what happens when hospitality stops trying to impress and starts trying to belong.
The Six-Figure Price of Belonging
Aman Beverly Hills isn’t selling nights. It’s selling belonging—and putting a six-figure price tag on what it feels like to truly arrive.