MetLife Investment Management

Senior Analyst - Real Estate

Analyst - Hotels

Principal Global Investors

Acquisitions Intern

Selected as one of 38 student leaders to gain insight into UBS business teams and their wide-ranging financial products and career opportunities

UBS Virtual Professional Development Program

Clickstop, Inc.

Finance Intern

Solaris Hospitality Investments

Real Estate Intern

SpringHill Suites by Marriott

Guest Service Representative

3½ years ago, I left the University of Wisconsin-Madison, no longer able to pursue a path that didn't fuel my passion. 

I returned to my roots: hotels, a cornerstone of my childhood.

At four, my life revolved around the family-run motel in Iowa; we lived there, and I immersed myself in its operation. 

This upbringing taught me the hospitality industry's intricacies and the value of stellar customer service.

Fast-forward, and the former biology student pivoted to economics, joining a commercial real estate firm, taking my childhood pastime from nostalgia to career. In under two years, without formal education in the field, I landed a Senior Analyst role - proof that passion, knowledge, and experience are formidable assets.

Now, I’m committed to sharing what I’ve learned and helping others learn about this powerful asset class.

If commercial real estate, hotels, and hospitality pique your interest, follow my content for weekly insights and career boosters.

-Hemal

Hemal Patel

Ben is Co-founder of Onera, an upscale landscape hotel brand, and Co-Founder & CEO of Oasi, an experiential hospitality marketing, management and development firm. 

Onera’s first landscape hotel in Fredericksburg, TX sold to Summit Hotel REIT in 2022, representing the first public REIT exit of its kind. Onera opened its second location in Wimberley, TX in October 2024 and is currently under construction on a 23-key expansion to Onera Fredericksburg opening Summer 2025. 

Oasi is a pioneer in the hospitality services industry offering best-in-class social media marketing, revenue management, guest experience and design-development for upscale to luxury hotels and experiential resorts. Onera and other Oasi-managed properties drive 75%+ direct bookings through organic social media content marketing. 
 
Prior to Onera, Ben grew Blink Hospitality a short-term rental management company from 8 to 200 units under management in less than two years. 

McKinsey & NYU Stern alum.

Ben Wolff

This hotel brand grows coral using electricity. They've released nearly 6,000 turtle hatchlings into the ocean.

They've won over 700 international spa awards. And their very first resort was built on a toxic tin mine.

This is Banyan Tree.

In the 1980s, Ho Kwon Ping and Claire Chiang bought 222 hectares of abandoned tin mine in Phuket, Thailand.

The land was poisoned, barren, and environmentally devastated.

They spent years rehabilitating it – planted 7,000 trees and transformed the toxic wasteland into a lush sanctuary and opened their first resort on top of it.

30 years later, they run 100 properties across 22 countries under 12 brands.

But here's what makes Banyan Tree different.

Everything they do is focused on impact.

In 2004, they built the world's first resort-based Marine Lab in the Maldives.

They pioneered Electric Reefs technology. Metal frameworks with low-voltage current that accelerate coral growth by creating calcium deposits.

Since 2008, they've planted 33,500 mangrove saplings in Phuket. Released 5,861 turtle hatchlings in Bintan. Planted 72,299 trees across their properties.

Their spa division has won over 700 international awards. Ten-time world's best spa operator.

They built Asia's first spa academy in 2001. 650 hours minimum training. Over 2,000 therapists graduated.

Their farm in Chiang Mai is a pioneering gourmet organic farm in Thailand.

More than 15 Michelin-starred chefs have visited to source ingredients and develop specialty crops.

On top of all of that, the properties themselves are architectural landmarks.

Buahan Escape in Bali has no walls and no doors. 16 open-air bungalows in the rainforest canopy. 70% plant-based menu sourced within one hour of the property.

Kengo Kuma designed their Kyoto property. 52 rooms in a bamboo forest with the only Noh theater in a luxury hotel.

In China, 32 villas inspired by traditional farmhouses at 3,200 meters elevation.

In Saudi Arabia, 47 tented suites designed using sand-compacted facades inspired by Nabataean architecture. And their pool that sits in between two huge rock faces is wild.

This is what 30 years of impact-driven luxury looks like.

They didn't just build hotels. They rehabilitated ecosystems, trained communities, protected marine life, and preserved cultural traditions.

The absolute pinnacle of regenerative hospitality.

Would you stay at Banyan Tree?

This 1,000-year-old castle in Italy is now an award-winning farm hotel that lets you press your own olive oil during harvest.

Forage wild herbs that go straight into your spa treatment.

And the owner designed every piece of furniture himself.

This is Castello di Reschio in Umbria, Italy.

A medieval castle dating back to 1050 AD on a 3,700-acre working estate.

In 1994, Count Antonio Bolza bought the property. The castle was crumbling. Over 50 ruined farmhouses scattered across the land.

His son, Count Benedikt Bolza, an architect, moved onto the property with his wife and five children in 1999.

They lived there for 11 years while overseeing the restoration.

Every floor and roof structure renovated or replaced. Every terracotta tile removed by hand, cleaned individually, and rebuilt in place. Every original stone and brick reinstated.

Local carpenters, stonemasons, tile makers, and blacksmiths worked using centuries-old Umbrian craftsmanship.

The restoration took 22 years. The castle finally opened to the public in 2021.

But here's what makes Reschio different.

Benedikt Bolza personally designed everything. The architecture. The interiors. Every piece of furniture.

He created his own furniture brand, B.B. for Reschio, to produce custom pieces. All constructed entirely by hand by local artisans.

Every light fixture. Every door handle. Every bed frame. All designed by one person.

The estate is entirely self-sufficient.

Lakes across the property collect and store rainwater. Nothing drawn from external sources.

They compost everything. Kitchen scraps. Garden waste. Even worn guest slippers get composted with horse manure to feed the gardens and olive groves.

The estate produces 1,000 liters of olive oil per year from 37 acres of groves. Guests can press their own olive oil during harvest season.

The Bathhouse sits in the medieval castle's former wine cellars. Roman bath. Ottoman steam room. Sauna.

Spa treatments use botanicals foraged from the estate's woodlands that morning.

You can truffle hunt. Do falconry. Ride 40 Andalusian horses trained in classical dressage across 3,700 acres.

Reschio is one of only eight Italian hotels to earn Three Michelin Keys.

Made Condé Nast Traveler's Hot List and Gold List. The World's 50 Best Hotels ranked it number 42.

All achieved within three years of opening.

This is what happens when one architect spends two decades building a working estate where every detail comes from a singular vision.

Would you stay at a 1,000-year-old castle?

Photo credits: Dorsia Travel, Reschio

This Baja California resort was founded on a UNESCO Biosphere Reserve where five ecosystems collide:

Desert, estuary, beach, tropical oasis, and farmland.

This is Paradero Todos Santos in Baja California Sur, Mexico.

Founded by Pablo Carmona and Joshua Kremer in 2021.

What makes Paradero unique?

80% of the property is a living garden. Only 20% is built.

Over 100,000 square feet of botanical plantings.

Paradero is transforming 60 acres using ancient milpa farming techniques.

No plows. No chemicals. Just cover crops and organic compost rebuilding soil fertility.

Over 50 varieties of heirloom vegetables, fruits, and medicinal plants thriving on-site.

Heirloom maize. Nopales. Native chilies preserved for future generations.

But guests don't just eat from the farm.

You join "learn-to-farm" classes picking vegetables and learning regenerative growing.

Head chef Eduardo Rios uses only five local suppliers and maximum five ingredients per dish.

Most of them grown within sight of your suite.

The restaurant TENOCH earned a Michelin Key for modern Mexican cuisine.

Grilled seafood with basil from the herb garden. Tamales with chilies picked that morning.

Tortillas from heirloom corn grown on the property.

The wellness program centers on traditional Mexican healing.

Temazcal ceremonies in an adobe sweat lodge built from desert soil.

Volcanic stones heated while a shaman leads ancient chants.

Prix Versailles 2021 Most Beautiful Hotel. National Geographic Best Design Hotel. This is regenerative luxury at its finest.

Would you stay at a resort where 80% of it is a living garden and you harvest your own dinner and?

Unlocking growth for hotels through social media, revenue management & unique experiences | Drive 80%+ direct bookings | Co-Founder, Oasi & Onera | Join my newsletter navigating the future of hospitality 👇

Ballerina Farm did $70 million in e-commerce sales in 2023.

From sharing daily farm life. And they're not the only ones figuring this out.

In the 1980s, farmers received 37 cents of every dollar consumers spent on food. Today they get 16 cents.

Net farm income in 2024 is 41% lower than the peak in 2022. The average farm brought in just $21,964 last year.

It’s no secret that recent times have been seriously tough for farms.

But something's changed.

And farms that figure this out are positioned to skyrocket their revenue in ways that weren't possible 20 years ago.

Two things are converging:

Consumer demand. 80% of consumers prefer to buy from local farms. 78% would pay 8-12% more for local food.

And the farm-to-consumer infrastructure exists now. Shopify costs $30/month. Fulfillment networks for perishables. Rural broadband has improved.

Direct-to-consumer farm sales jumped from $7.9 billion in 2019 to $10.7 billion in 2020. A 35% increase in one year.

Ballerina Farm is a perfect example.

10.3 million Instagram followers. 2.5 billion TikTok views. $70 million in e-commerce sales in 2023.

From sharing daily farm life. Sourdough bread videos. Milking cows.

When you sell wholesale, you get 16 cents on the dollar. When you sell direct, you keep the whole dollar.

This week's newsletter breaks down the massive opportunities that exist for farms right now.

The direct-to-consumer content play. How Ballerina Farm and thousands of smaller farms are turning authenticity into income.

The farm hospitality opportunity. Why agritourism revenue has more than tripled since 2002. And how our land lease model at Baya, our new South Florida project, works for both farmers and developers.

After years of getting squeezed, farms might finally get their heyday.

Link in the comments to get the full breakdown tomorrow👇

This Wyoming ranch resort sits on 50 acres completely surrounded by Grand Teton National Park.

Over 100 horses. Daily trail rides. Float trips down the Snake River.

This is Lost Creek Ranch & Spa in Jackson Hole, Wyoming.

A century-old guest ranch that maintains over 100 meticulously cared-for horses.

Every guest matched with the perfect mount based on experience. Slow scenic trail rides for beginners and full gallops for experienced riders.

Daily rides thread through the Snake River valley and Grand Teton wilderness.

Guided float trips and fly-fishing on the Snake River. The same waters Ansel Adams photographed for his iconic Tetons shot.

Skeet shooting, archery, and hiking through Grand Teton National Park.

But Lost Creek isn't just a dude ranch.

The 5,000-square-foot spa sits steps from the main lodge.

Heated swimming pool and hot tub with mountain views. Nordic cycle hot-cold therapy alternating sauna sessions with cold-water plunges.

Deep-tissue massages. Swedish massages. Couples treatments using natural local products.

The ranch kitchen emphasizes local sourcing. Wyoming bison. Fresh-caught trout. Dutch-oven stews and cowboy coffee over open flames.

After dinner, starlit campfires with live music and line-dancing.

The 10 guest cabins were featured in Architectural Digest for their "Old West elegance."

Hand-hewn beams. Native lodgepole pine floors. Stone fireplaces. Heated floors and luxury fixtures.

All-inclusive experience. Nightly rates cover cabin lodging, all meals, guided rides and off-ranch excursions.

This is what happens when you preserve a century-old guest ranch surrounded entirely by Grand Teton National Park.

Would you stay at a ranch resort surrounded entirely by Grand Teton National Park?

There's a resort opening in the Mexican desert with a snow room.

Sensory deprivation float tanks. Biohacking suites.

This is Mailena in Loreto, Mexico.

Opening late summer 2026.

96 rooms adjacent to the Loreto Bay National Marine Park. A UNESCO World Heritage Site.

Jacques Cousteau called the Sea of Cortez "the world's aquarium." Over 6,000 marine species have been catalogued here.

Blue whales migrate to these waters December to April to feed and breed. The largest animals ever to exist on Earth.

The resort was designed by Broissin, one of Mexico's most acclaimed architectural firms.

Locally sourced stone. Earth-toned palette that mirrors the desert landscape.

A living olive tree grows at the heart of the lobby.

The wellness center features a cenote-style water element inspired by sacred Mayan sinkholes.

And the headline amenity: a snow room in the middle of the Mexican desert.

Real snow. Minus 10 degrees Celsius. Generated fresh nightly for contrast therapy.

Sensory deprivation float tanks. Biohacking suites. Infrared therapy. Shiatsu massage pools.

The dining program focuses on functional wellness cuisine sourced directly from the Sea of Cortez and surrounding farms.

Loreto was founded in 1697 as the first capital of the Californias. It governed territory that would eventually become the entire state of California.

The cave paintings in the surrounding Sierra de la Giganta mountains date back 12,000 years. Older than the Egyptian pyramids.

And the only TPC golf course in Mexico sits next door. Designed by Rees Jones. Carved into the cliffs above the sea.

All of this less than two hours from LA.

This one is going to be mind blowing.

Would you stay at Mailena?

This 18th-century English estate grows its own food using biodynamic farming techniques with lunar planting calendars.

700-tree fruit orchard. Seven climate-controlled greenhouses. Their own micro-dairy.

This is Heckfield Place in Hampshire, England.

An 18th-century Georgian estate on 438 acres that grows its own food and practices certified organic biodynamic farming.

In 2002, Dr. Gerald Chan's Morningside Group bought the deteriorating property. It had been used as a corporate training center.

They spent 15 years restoring it. By 2018, it reopened as a luxury country hotel and working estate.

They plant according to lunar calendars. Use herbal preparations to keep the soil living and fertile and with no artificial inputs whatsoever.

All according to Rudolph Steiner's methods.

A 700-tree fruit orchard produces apples, pears, and damsons.

Seven climate-controlled greenhouses grow lettuces, brassicas, and flowers year-round.

Heritage-breed pigs turn garden waste into fertilizer. Free-range chickens provide eggs. A Guernsey herd produces cream for house-made butter and yogurt.

In 2020, they launched their own micro-dairy. Now producing Heckfield Cheese on-site.

But guests don't just eat from the farm.

You forage herbs for cocktails with the head bartender. Weave willow stars from locally grown willow. Harvest vegetables that go straight into your meal.

The Marle restaurant holds a Michelin Green Star for sustainability. Zero-waste, organic ethos.

Culinary Director Skye Gyngell crafts menus that change with the seasons. Everything fetched directly from the estate or nearby biodynamic farms.

The Bothy by Wildsmith is a 17,000-square-foot spa hidden behind the walled garden.

Strict policy: no phones, no under-16s, no alcohol.

Six treatment rooms. Chlorine-free pools infused with natural minerals like copper, silver, and gold.

Wellness rituals follow circadian principles. Treatments scheduled at dawn, noon, or dusk to align with your body's natural rhythms.

They run Woodland Movement classes in the pine forest. Using actual farm tools like milk churns and hay bales for exercise.

Cold-water immersion in the Lower Lake. Forest Bathing walks through the trees.

UK Hotel of the Year by The Sunday Times in 2018. Michelin Green Star in 2022 and 2023. Independent Hotel of the Year at the Cateys 2025.

This is what happens when you spend 15 years restoring an estate and commit to biodynamic farming with lunar planting calendars.

Would you stay at a hotel with a strict no phones policy in the spa?

This hotel brand operates the only luxury lodge inside Chile's new Patagonia National Park.

And has private hot springs in Chile's Atacama Desert.

This is Explora Hotels.

Named "World's Leading Expedition Company" six years running.

Explora runs seven luxury lodges across Chile, Argentina, Peru, and Bolivia. Each set in an iconic natural reserve.

But what makes Explora different is their all-inclusive exploration model.

Lodging, all meals, equipment, transfers, and guided hikes, bikes, and kayaks all included.

Expert local guides trained in Explora's own school customize daily itineraries to your skill level. Easy valley walks or multi-day treks through wilderness.

In Chile's Atacama Desert, Explora built exclusive access to a private Puritama hot springs pool.

Plus an on-site astronomy observatory with expert-led nightly sky tours.

Over 50 daily excursion options. Volcano hikes. Mountain biking. Archaeological tours. 4x4 trips.

In Chile's new Patagonia National Park, Explora operates the only luxury lodge.

Daily guided treks and horseback rides to observe pumas, condors, and rheas.

Small spa with three outdoor hot tubs under the stars.

In Peru's Sacred Valley, the lodge sits on a 32-hectare former hacienda.

Pumacahua Spa in a restored 17th-century bathhouse with saunas, steam rooms, and an outdoor pool.

All guided explorations visit Inca sites like Moray and Machu Picchu.

Cuisine celebrating Andean traditions using ingredients grown in the Sacred Valley.

On Easter Island, the lodge is LEED-certified. Shaped like a traditional Rapa Nui longhouse.

Volcanic stone walls. Grass roof. No TVs or WiFi in rooms.

Native Rapa Nui guides lead explorations to Moai sites and remote lava tube hikes.

Explora is a certified B-Corp and carbon-neutral company.

They use local materials and low-impact construction to blend into dramatic landscapes.

This is experiential luxury on a whole different level.

Would you stay at an Explora hotel in one of these breathtaking locations?

This historic farm inn is the only hotel in New Mexico with two MICHELIN Keys.

On a 25 acre organic farm with lavender fields and heirloom vegetable gardens.

Where chefs harvest produce steps from the kitchen.

This is Los Poblanos Historic Inn & Organic Farm.

Nestled on 25 lush acres in the Rio Grande River Valley north of Albuquerque.

In 1932, Congressman Albert B. Simms hired architect John Gaw Meem to restore the ranch house and dairy buildings.

Meem introduced territorial revival architecture. Thick adobe walls. Soaring carved ceilings. Hand-painted Spanish tile. WPA murals depicting pastoral farm scenes.

The unique part of Los Poblanos is it's a working organic farm. A fusion of luxury hospitality and regenerative agriculture.

Owners Armin and Penny Rembe dedicated most of the property to sustainable farming and historic garden restoration.

Lavender fields blanket the grounds. Planted in 1999, they yield essential oil for the inn's skincare products.

The farm grows dozens of heirloom and native varieties.

Hopi purple beans. Navajo blue corn. Acoma melon. Lamb's quarters. Epazote. Heritage pumpkins.

Linking back to New Mexico's thousand-year farming traditions.

Campo, the signature restaurant, serves Rio Grande Valley Cuisine rooted in seasonal organic ingredients from the farm.

Bon Appétit named Los Poblanos a "Top 10 Hotel for Food Lovers."

Vegetables, heirloom corn, beans, chiles, and herbs picked hours earlier appear in every dish.

The Chef's Table is an intimate four-seat counter at the open kitchen. A full-sensory connection to the soul and terroir of the place.

In 2025, Campo won Wine Spectator's Best of Award of Excellence. And became a finalist for the James Beard Outstanding Wine & Beverages Program.

The Hacienda Spa uses only organically grown herbs and the property's own lavender oil.

Signature lavender aromatherapy massages and herbal poultice treatments.

Los Poblanos distills its own gin from 17 botanicals grown right on the farm.

In 2024 and 2025, Los Poblanos became the first and only hotel in New Mexico to receive Two Michelin Keys.

This is what peak regenerative luxury looks like.

Would you stay at Los Poblanos?

Photo credits: Thomas J. Story, Los Poblanos

More and more hotels are announcing "no AI" policies for their marketing.

I think it's one of the biggest mistakes you can make right now.

Not just because you'll fall behind. Because the entire stance is hypocritical.

Look at your hotel website. 

Those room photos? Not the actual room you're booking.

The furniture is different. The comforter is different. The lamp isn't the same one.

And no one cares.

Those people in your photos? Models. They are “fake guests" representing the experience.

But using AI to generate a person is where the line is drawn?

Your photos are already edited, staged, and photoshopped.

AI isn't making your marketing less authentic.

My business partner had an AI video of his Joshua Tree compound go viral. Completely AI. (screenshots below)

You can't tell the difference. Because it's that accurate.

At Oasi, we now have two people fully dedicated to AI.

The AI train has left the station. It’s time to jump on board or be left behind.

This week's newsletter breaks down why the anti-AI stance is both hypocritical and detrimental.

Why AI will actually make hotel marketing more accurate than it is today. What a good AI policy looks like. And the competitive reality hotels are ignoring.

Link in the comments to get it in your inbox tomorrow.👇

The best wellness retreats in the world take you completely off the grid.

Far from cities and civilization for total digital detox.

Here are the top 5 off-the-grid wellness retreats in the world.

At No. 5: Tierra Patagonia – Chile

Edge of Torres del Paine National Park. No town for miles.

Horseback ride with local baqueanos across the pampas. Kayak glacial rivers. Hike to the base of granite towers with a picnic by a glacial lake.

Then soak in the heated infinity pool with the Torres massif rising 10,000 feet in front of you.

The Uma Spa uses smooth local stones and essential oils of native herbs. Floor-to-ceiling windows let you watch condors riding thermal drafts while you soak.

No. 4: Bushmans Kloof – South Africa

Cederberg Mountains. 7,500 hectares with zero cell service.

Over 130 San Bushman rock art sites, some 10,000 years old.

Guided walks to hidden caves where ochre paintings depict shamanic visions of healers and wildlife. Some up to 10,000 years old.

The spa uses indigenous botanicals like rooibos, baobab oil, and wild sage. One treatment room is a thatched gazebo by the river.

No. 3: Castle Hot Springs – Arizona

Desert valley. Last 7 miles on dirt road. No cell signal.

115°F natural hot springs flowing from the ground. Three-tiered pools in a slot canyon.

Rich in minerals like lithium, magnesium, and bicarbonate. Guests access them 24/7.

Every cabin has a private outdoor soaking tub fed by hot spring water. Perfect for midnight stargazing soaks.

No. 2: Nihi Sumba – Indonesia

Remote island one hour east of Bali. 2.5km private beach.

The Nihi Oka Spa Safari: Trek on horseback at dawn to a secluded hilltop spa. Two therapists pamper you all day in a private bungalow overlooking rice paddies and the sea.

No electricity. Just bliss.

This one topped Travel + Leisure's World's Best Hotel list twice.

And finally at No. 1: Shinta Mani Mustang – Nepal

Nearly 3,000 meters high in the Nepalese Himalayas.

Run by Dr. Tsewang Gurung, an 11th-generation amchi (traditional Tibetan medicine doctor).

He reads your pulse, discusses ailments, and prescribes remedies from the Tibetan apothecary.

The So-Ri Wellness Center has only two treatment suites. Each with a private sauna, steam room, and hot plunge pool facing the mountains.

No phone signal. No mass tourism. Just you and the big sky.

It doesn't get more tranquil than this.

Which off-the-grid retreat would you choose?

The future of wellness travel is being shaped by leaders setting the standard.

Honored to join the 2026 WITT Standards Advisory Committee and to be part of this work.

We recently had our first meeting. The caliber of people in this room was incredible.

Our focus is making sure "wellness" in hospitality means something real.

Right now, wellness can often just be marketing language – buzzwords slapped on properties without substance behind it.

Our job is to create clarity and measurable standards. So when a property says they're a wellness destination, it's backed by actual commitment and not just messaging.

I'm excited to work alongside this group to help shape where wellness travel is headed.

The expectation from wellness-focused travelers keeps evolving. The industry needs to keep up with operational standards that match.

Grateful to be part of this work alongside:

• Ana Ramirez, LEED AP, WELL AP — Ancestral Handmade Hotels
• David T. Stevens®, PMED, WITT-AP — Olympian Meeting ™️
• Mia Kyricos ❤️ — Kyricos & Associates, LLC
• Lou Zameryka — Airbnb
• Kerry Skinner — Playa Viva
• Dr László Puczkó PhD MA MSc CMC — HTWWLife 
• Scott Eddy — Owner, MrScottEddy
• Tammy Pahel — Carillon Miami Wellness Resort
• Dr.Dinesh Singh — Six Senses
• Suzanne Holbrook — Marriott International
• Kendra Kobler - Director, WITT Standards Advisory Committee

This hotel brand built a 41,000-square-foot longevity clinic in Dubai with DNA-based health assessments and stem-cell therapy.

They also have a jungle wellness sanctuary in Mexico with traditional temazcal ceremonies.

This is One&Only Resorts.

Founded in 2002 by hotelier Sol Kerzner with one principle:

Create one-of-a-kind resorts born of local culture.

As Kerzner said, "One&Only is a guarantee that each of our hotels will provide a distinctive and unique experience."

And this is what drives One&Only to be totally unique.

One&Only partnered with the Chenot Group to bring medical-spa methods into their resorts.

In-depth diagnostics and detox therapies. Science-based and highly personalized.

In Dubai, One&Only One Za'abeel opened a Longevity Hub by Clinique La Prairie.

41,000 square feet across three floors on the 28th story.

DNA-based longevity assessments. IV vitamin infusions. Cryotherapy. Stem-cell therapies.

In Malaysia, One&Only Desaru Coast integrates full Chenot diagnostics.

Body analysis. Nutrigenetics. Targeted therapies that are way more results-driven than typical spa treatments.

In the Maldives, One&Only Reethi Rah earned Forbes Travel Guide's five-star spa rating in 2025.

The only spa in the Maldives to achieve this.

Surrounded by tropical greenery with international wellness experts on-site. Ayurvedic doctors. Yoga and Pilates instructors. Highly personalized retreats.

In Mexico, One&Only Mandarina has an open-air spa under native Higuera trees.

Traditional temazcal sweat lodge ceremonies. Volcanic gardens. Mud baths.

The spa's layout forms an eight-pointed star – a Huichol symbol of rebirth.

And in Montenegro, One&Only Portonovi opened with a 5,000-square-meter Chenot spa on the Bay of Kotor.

Fresh mountain air and coastal views. Superyacht marina. Mountain excursions.

Each property is utterly unique. But they all have 24/7 butler service, private guides, and bespoke amenities.

This is what happens when you build a hotel brand where wellness breathes through the whole property and every resort is born of its local culture.

Which One&Only Resort would you stay at first?

Accor is turning Orient Express from a legendary train into a luxury ecosystem.

But every asset has to pass one test: 

Does it have a story worth telling?

We just dropped Episode 14 of This Week in Hospitality.

Here’s what we covered:

Accor's Orient Express play – from trains to luxury ecosystem

Accor acquired 50% of Orient Express in 2017, then took full ownership in 2022.

Then they brought in LVMH as a strategic partner to accelerate the brand.

Since then, they've launched La Dolce Vita Orient Express (luxury trains through Italy), Orient Express La Minerva in Rome, and the Orient Express Corinthian yacht launching this summer.

What’s interesting about this venture is their requirement.

Every asset that joins the collection has to have a storied past worth telling. Not just strategic markets and not just iconic locations.


Hyatt launches ChatGPT app – their CEO says they're already seeing results

Hyatt's CEO Mark Hoplamazian admitted the company is already seeing a lift from AI-driven search behavior.

They've launched a dedicated ChatGPT app designed to meet travelers where discovery is increasingly happening.

This is one of the big four hotel brands endorsing AI search as a primary discovery tool.

The integration signals something bigger. Hyatt wants its inventory embedded directly into emerging AI discovery layers rather than relying solely on OTAs or traditional search funnels.

Brand visibility becomes a narrative, not keyword driven.


Steve Schwab steps down as Casago CEO

This was just weeks after finalizing what was essentially a hostile takeover bid to take the company private.

The industry is pretty shocked.

Zach was at VRMA in November where Steve spoke. By all accounts, the community rallied behind him. High respect and confidence in his leadership.

Then weeks later, he's out.

The big question: Was this always the plan? Did the PE money know they'd swap him for a "professional CEO" after getting industry buy-in?

Nobody knows yet. But the community is processing it.

We cover all of this + many more spices of the week in the full episode.

Join us (Zach Busekrus, Scott Eddy, Edwin Kramer) as we break down the week in hospitality.

Link to the podcast in the comments 👇

This Texas city went from abandoned storefronts to one of the most vibrant boutique hotel scenes in America.

It all started with a $550,000 motor court and one vision.

Austin, Texas turned into ground zero for the independent boutique hotel movement in America.

In 2000, Liz Lambert quit her Manhattan law career and bought a run-down motor court on South Congress Avenue for $550,000.

The neighborhood was written off.

Abandoned storefronts. Dangerous reputation. Most developers would have demolished it.

Instead, Lambert renovated it and opened Hotel San Jose.

She introduced design signatures that would define an entire movement. Minimalist rooms, local art, and a courtyard lap pool that guests actually wanted to use.

And those iconic rainbow kimono robes in every room.

South Congress transformed around it. Within a decade, it became one of Austin's most vibrant corridors.

Then came Hotel Saint Cecilia in 2007.

20 rooms in an 1888 Victorian mansion. Vinyl turntables and curated record collections in every suite. Memorabilia celebrating The Rolling Stones, William S. Burroughs, Hunter S. Thompson.

In 2015, the Foo Fighters recorded an entire EP in one of the bedrooms.

By 2025, it was ranked the number one hotel in Texas by Condé Nast and earned a Michelin Key.

Then you have Austin Motel that has its own unique story.

Built in 1938 with a neon sign designed as a key. Everyone saw something else…

Instead of changing it, they kept it and made it iconic.

Bunkhouse acquired and renovated it in 2017. Preserved the kidney-shaped pool. Maintained the retro aesthetic across three eras: 1930s molding, 1950s color palette, 1980s pop art.

In 2024, Hyatt acquired Bunkhouse Group for around $335 million.

But it all started with Liz Lambert's $550,000 bet on a run-down motor court.

Austin proved that hospitality success doesn't require standardization. Authenticity has commercial value and cities can grow economically without sacrificing character.

Have you stayed at any of these hotels in Austin?

Skift Research says hotel groups have reached a saturation point.

The big question: 

Are there too many brands?

We just dropped Episode 16 of This Week in Hospitality.

Here's what we covered:

Will agentic AI fundamentally disrupt online travel booking?

I don't think this is an overreaction. We're entering a fundamental shift in how people book travel.

Claude launched Cowork. An AI agent that can act on your behalf with permissions.

This space is only going to progress and get more accessible from here.

Either OTAs evolve and integrate AI seamlessly, or they get disrupted. My bet is OTAs get hit first.

Soft brands – the watered down product

After a decade of aggressive brand expansion, hotel groups may have reached a saturation point.

To me, a soft brand is just a watered down version of both an independent hotel and a big brand.

When you try to be everything to everyone, you end up being nothing to no one.

I think consumers might still book them if they want a vibey independent-ish experience while getting the loyalty benefits. But they're not raving about these properties.

Can large hotel companies maintain brand soul after acquisition?

The formula that works: keep the brand team separate. Let them run independently.

IHG did this with Kimpton. Separate team that runs the brand and keeps their own vision. 

Edition used to have this. The brand team sat with Ian Schrager in New York – separate from Marriott in Bethesda.

But then the brand team disappeared and Edition fell under the entire Marriott team. 

The result? The brand got way more diluted.

We cover all of this + more insights in the full episode. Including my spice on who to work with for content – and who not to.

Join us (Zach Busekrus, Scott Eddy, Edwin Kramer) as we break down the week in hospitality.

Link to the podcast in the comments 👇

This luxury hotel brand showcases two completely different sides of California.

One property has guest rooms over the sand in Montecito. The other is Silicon Valley's iconic clubhouse.

Rosewood Hotels is one of the world's top luxury brands.

Six properties made the World's 50 Best Hotels list in 2025. Rosewood Hong Kong was named #1 hotel in the world.

Here's what that looks like on the West Coast of the US.

Two flagship properties in California that showcase the brand's range.

On the one hand, you have Rosewood Sand Hill, Silicon Valley

150 miles north in Menlo Park. The iconic clubhouse of Silicon Valley.

In 2025, they unveiled six new residential villas.

Summit House spans 3,200 square feet with private gardens, water features, and outdoor whirlpools.

Dedicated butler service. Private yoga on your terrace. Chef-prepared dinners in your villa.

Asaya Spa opened early 2025.

19,500 square feet. Named North America's Best Resort Spa at the 2025 World Spa Awards.

Hemlock-wood Finnish sauna. Basalt-lined steam room. Duet Redwood Suite with Japanese Hinoki soaking tub.

Madera restaurant has become a hub for Silicon Valley.

Hyper-local farm-to-table: olive oil from nearby groves, honey from Santa Cruz Mountains, daily organic produce.

Then on the other hand, Rosewood Miramar Beach, Montecito

16 acres on the "American Riviera" east of Santa Barbara.

The only resort in Southern California with guest rooms set directly over the sand.

26 Beach House suites where you fall asleep to Pacific waves below your terrace.

Beach butlers deliver craft cocktails to your chair on the sand.

Caruso's restaurant earned both a Michelin Star and a Michelin Green Star.

One of the only restaurants in California with both.

Executive Chef Massimo Falsini serves Southern Italian cuisine with hyper-local ingredients. Pacific seafood. Santa Barbara produce. Herbs and honey harvested on-site.

The Green Star recognizes sustainability: a biodigester converts all food waste into greywater.

On-site apiary. 50+ species of native plants restoring coastal habitat.

Same brand. Same "Sense of Place" philosophy.

Two completely different sides of California luxury.

Which would you stay at, the beach or in Silicon Valley?

Hurricane Beryl hit Jamaica. Third most powerful hurricane in history.

Jason Henzell reopened his family hotel two weeks later with 65% of rooms.

We just dropped Episode 15 of This Week in Hospitality.

Here's what we covered:

This episode we tried something new. We brought on Jason Henzell, owner of Jake's Hotel in Treasure Beach, Jamaica.

Jason's family bought land there in 1938. Built a cottage in 1941. A few years later, Alex Haley wrote Roots in that same cottage.

Today Jake's is a 34-room property that hosts Calabash Literary Festival, the largest literary festival in the Caribbean and Latin America.

Then Hurricane Beryl hit. Category 5 hurricane – third most powerful in history.

They reopened Jack Sprat restaurant two weeks after the hurricane. Reopened 65% of rooms seven weeks later.

Jason's message to travelers: Now is when we need you to come. We want a hand up, not a handout.

Airbnb's expansion moves

Three major developments this week.

Piloting scheduled airport transfers. Expanding hotel inventory massively in 2026. Finally testing a loyalty program.

Brian Chesky wants Airbnb to be a super app.

The big question: Is this strategic focus or are they going after too much at once?

Will agentic AI disrupt OTAs?

Marriott's CEO thinks so.

There's a growing narrative that agentic AI could fundamentally disrupt OTAs. AI agents would bypass booking platforms entirely and book directly with hotels.

Find out all our insights on this and more in the full episode.

Join us (Zach Busekrus, Scott Eddy, Edwin Kramer) as we break down the week in hospitality.

Link to the podcast in the comments 👇

What worked in digital marketing in 2015 doesn't work today.

But most hotels are still operating like it does.

A few years ago, you could win digital marketing with technicians and tactics.

Audience targeting. Campaign setup. Button-clicking on the Meta dashboard.

The leverage was on the technical side.

But today, none of that is the real needle-mover.

Content is now the backbone of all digital marketing.

Creative is everything.

Good creative leads to better performing ads. More creative means more testing. And better organic content drives better engagement on paid ads and higher ROAS.

AI LLMs now pull from social alongside web pages for search. Which makes organic content relevant for GEO.

It even leads to traditional PR and media outlets discovering you organically.

But here's the problem:

Most hotels are allocating their budgets completely backwards.

All on managers and technicians and barely anything on actual content creation.

But without content, none of those technicians and managers can do their job optimally.

When we started Onera, we tried hiring a traditional hotel marketing agency.

They sent a junior employee once a quarter with an iPhone.

That was it.

So in 2023, we stopped outsourcing and built the team ourselves. Full-time videographers. Editors. Copywriters.

The result: 80-85% direct bookings. Almost exclusively through organic social.

This week's newsletter breaks down the full strategy.

A breakdown of the budget allocation that’s completely backwards at most hotels. What changed between 2015 and today. And the simple three-step framework we use to drive direct bookings through content.

It's time for hotels to wake up to what works in 2026.

Subscribe to get it in your inbox tomorrow. Link in the comments 👇

OpenAI just walked back its push into travel booking.

My guess: a major OTA partnership is coming.

We just dropped Episode 17 of This Week in Hospitality.

Here's what we covered:

ChatGPT checkout isn't happening (for now)

OpenAI walked back its push into native checkout inside ChatGPT.

I'm doing a 180 from my optimistic take. I, like many others, have been locked into the belief that LLMs can drive more bookings directly.

But OpenAI walking this back signals something bigger. My guess is a major OTA partnership is coming.

If LLMs become the discovery layer but Expedia or Booking still owns the transaction layer, their distribution power could actually increase.

AI might actually make OTAs stronger, not weaker.

–

Airbnb wants to own the entire trip

Brian Chesky has been saying this but first they need to get massive hotel adoption on their platform.

Right now guests can't see all types of stays in one place. Fix that first, then expand to other parts of the trip.

They've spent $10.9 billion buying back stock and essentially zero on acquisitions. Acquisitions could be one way to accelerate hotel inventory. Or they need a different strategy to get hotels onto the platform fast.

I've wondered whether Airbnb and OpenAI eventually partner. Airbnb has one of the best discovery interfaces in travel. AI is amazing at planning but not great at visual exploration.

You could imagine ChatGPT planning the trip and Airbnb being where you actually explore and book.

–

Airlines are tightening loyalty around credit cards

United is overhauling MileagePlus to heavily favor travelers who carry their co-branded credit card.

I've gone all-in on airline credit cards recently. But I didn't pursue United because their points-per-dollar economics have historically been worse than American and Delta for building status.

This move is probably United trying to catch up in the credit card arms race.

–

Private islands are reshaping the cruise industry

Cruise lines are investing billions into private islands they fully control.

This is part of a bigger trend. The most exciting hospitality developments today aren't about building hotels. They're about building worlds.

People talk about authenticity in travel, but most travelers want curated authenticity.

Find out all our insights on this and more in the full episode.

Join us (Zach Busekrus, Scott Eddy, Edwin Kramer – absent this episode) as we break down the week in hospitality.

Link to the podcast in the comments 👇

Photo credits: Skift, Phocuswire

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