Journal
Thinking out loud.
On brand, digital, and the hospitality properties that do it properly.
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This is your moment
Why the independent operator has never had a bigger opportunity. And why most of them don't know it yet.
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Most properties already have the ingredients
Observations on the gap between what exceptional properties are and how they present themselves — and why showing it, properly, is almost always the brief.
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The Cost You Think You're Cutting
The instinct to cut costs is understandable. The mistake is thinking the invoice tells you the whole story.
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Who is this for? The question nobody asks.
Some hotels spend months naming the restaurant, briefing the agency, approving the logo. Fewer spend that time asking the one question that actually matters.
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The Safari That Forgot to Be Dangerous
Most game lodge websites look the same. Two drives a day, sundowners, a note about conservation. The experience they're selling is extraordinary. The way they're selling it isn't.
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Better than your website.
I found a hotel on the Wayback Machine that has had a website since 2000. In twenty-six years it has never been good. The property is exceptional. The website has never come close to saying so.
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