Make Some Serious Noise: A Wake-Up Call to Action for Travel
Photo Credit: Landscape with sunbeds and umbrella on the Red Sea beach at sunrise in Hurghada, Egypt. Adobe / Balate Dorin
Skift Take
"If humanity is at my door, have I done all that I can to welcome them as guests? Could I do more?"
For our Viewpoint series, Skift invites thought leaders, some from the less obvious corners of travel, to join in the conversation. We know that these independent voices are important to the dialogue within the industry. Our guest columnists will identify and shape what global trends and through lines will define the future of travel.
Bashar Wali, one of the pioneers in the boutique hospitality world, just left as the president of Provenance Hotels after 14 years. This is a departing email he sent recently to employees and friends, which has generated some buzz in the industry, you'll see why below. We are printing this here with permission.
“This is unprecedented.”
That sentence has become our collective mantra over the past few weeks. Who are we kidding? Make that the past four years. It’s been repeated so often. The words have lost their meaning. Their sharp urgency has been dulled to a droning hum.
We have become inured like the urbane city dweller who is so accustomed to the constant noise that they don’t look up from their phone whe
