Be a VOICE, not an ECHO!

The Echo Chamber of Hospitality Conferences

The proliferation of hospitality conferences in recent years has left me with an acute sense of déjà vu, where each event is an uninspired reenactment of the last, much like an indistinct lobby scent—pleasant enough to ignore, but entirely devoid of any lasting impression. The discourse has become a predictable litany of recycled talking points, where industry jargon is parroted without question or nuance. We find ourselves in an echo chamber, where true originality is conspicuously absent. The term "authenticity," once a revered cornerstone of our industry, has been commodified and diluted to the point of losing its essence. It has devolved into an apologetic framework, a convenient term we deploy when we lack the courage to express an opinion that might challenge the status quo or provoke genuine reflection.

The Homogenization of Our Hotels

This pervasive lack of originality does not end at conferences; it is also manifest in the very hotels we create. The properties into which we invest our energy, resources, and vision have succumbed to the same regurgitative tendencies. We are drowning in a sea of uniformity, each property an indistinguishable facsimile of the next. We speak endlessly of local experiences and fostering a sense of belonging for our guests, yet how can we truly achieve this when the spaces we craft are mere replicas, assembled from the same standard blueprint? We extol the virtues of uniqueness, but our execution betrays our intentions. We emulate because it is safe, because it is predictable, and because it conforms to market expectations, thus avoiding potential controversy. However, in this pursuit of safety, we produce hotels that lack individuality and soul—structures devoid of the visceral impact that distinguishes hospitality from mere accommodation.

Embracing Risk and Authenticity

It is imperative that we disrupt this pattern. We must embrace a point of view that is authentic and unflinching, or else refrain from participating altogether. Hospitality, by its very nature, should never be characterized by timidity or bland uniformity. It should provoke, evoke, and inspire—perhaps even court divisiveness. We must summon the courage to craft hotels that do not cater to everyone, to curate experiences that may alienate some guests, because therein lies the potential for creating something exceptional. This is how we differentiate ourselves, how we leave a mark. The essence of hospitality is not in delivering predictability but in sparking emotion, in creating memories that endure long after the stay has ended. Such memories are not the byproduct of playing it safe; they are forged by embracing unpredictability, by offering guests an experience that is distinct and impossible to replicate.

The Cost of Playing It Safe

We must eschew the fear of standing out. Our designs are too often governed by a desire to offend no one, resulting in a concomitant failure to inspire anyone. We opt for the path of least resistance, favoring the predictable and the banal, but the price of such complacency is mediocrity. We must be prepared to craft spaces that challenge established norms, that defy trends, and that pulse with life and originality. To achieve this, we must transcend superficial aesthetics and delve deeper, identifying the essence that will make a hotel truly memorable and distinct.

Understanding Guest Desires

Moreover, we need an unflinching honesty about what our guests desire. They are not seeking yet another forgettable hotel stay that fades into the background of their travels. They yearn for an experience that moves them, that surprises and delights, that allows them to encounter the unexpected. We must be the architects of that experience—creating something genuine, imbued with character, and that cannot be found elsewhere. This requires boldness, a willingness to break convention, and an enduring commitment to innovation and creativity.

Crafting the Complete Experience

This endeavor extends beyond design or amenities; it encompasses the entire experiential arc. From the instant a guest steps through the door, every element should communicate intention and purpose, and reflect a distinct personality. The sensory environment—the aromas, the acoustics, the warmth of the welcome—should all serve to distinguish the experience as unique and carefully curated. We have the capacity to transform the ordinary into the extraordinary, but only if we are willing to take risks and accept that not every individual will appreciate our efforts. That acceptance is essential because true greatness does not come from universal approval; it comes from having the audacity to provoke strong emotions, even at the cost of alienating some.

Hospitality as an Art Form

Hospitality must be recognized for what it truly is: an art form. It demands creativity, passion, and the infusion of our very essence into every nuance of the guest experience. It is about inspiring people, invigorating them, and making them feel truly alive. Our spaces should be reflections of our unique identities, narratives that compel our guests to take notice. Instead of striving to blend in, we should prioritize standing out, because ultimately, the only way to achieve significance is through bold differentiation—by being unapologetically true to ourselves.

A Call to Action

The next time you find yourself at a conference, or in a strategy meeting, or evaluating a mood board dominated by neutral hues, ask yourself: are you contributing an original voice, or are you merely another echo? Are you advancing a meaningful perspective, or are you simply reiterating what has already been said? For my part, I am weary of the echoes. I am eager for something genuine, something daring, something that moves the industry forward in a meaningful way. The time has come for us to be courageous, to take a definitive stand, and to transform our hotels—and our industry—into something worthy of conversation, something remarkable.

Let us be the individuals who refuse to acquiesce to mediocrity, who challenge conventional boundaries, who redefine the limits of what hospitality can achieve. Let us create hotels that leave indelible impressions, that evoke deep emotions, that rekindle a sense of wonder in the act of travel. Let us embody voices that resonate with conviction, passion, and an unwavering willingness to take risks. The world has no need for more echoes; it craves originality, creativity, and fortitude. Let us be the vanguard, leading the way into a future defined by bold, distinctive hospitality.