Luke Martin

To paraphrase Ernest Hemingway: You go bankrupt two ways. Gradually and then suddenly.

Emblems shows Accor’s soft-brand ambitions at the high end. It looks smart on paper, but it only adds value if Accor keeps it feeling selective.

Accor’s Jean-Jacques Morin sees the future of travel playing out in the East, led by bold investments, strong leadership, and experience-centric hospitality. But he’s clear-eyed too: sustainability, tech disruption, and talent strategy will define who stays competitive by 2030.

Accor’s Group Deputy CEO Jean-Jacques Morin credits the Middle East’s decisive leadership for fueling hotel development. Morin says AI, loyalty, and live events will help define the company's next phase.

Capella wants enough hotels that wealthy travelers encounter the brand across continents, but few enough that each one still feels like a discovery. Not as simple as it sounds.

Marriott's massive new survey of adults across Europe, the Middle East, and Africa uncovered a few trends. Staying on top of these trends is easier said than done.

Death & Co., the cocktail establishment that helped ignite America's craft-cocktail renaissance, is rolling out a hotel brand. The goal is to make the bar the heart of the hotel, not just an afterthought.

Preferred’s real advantage may not be flexibility or cost. It’s relationships. Whether that scales in an increasingly transactional market is the bigger question.

IHG’s decision to debut its new soft brand outside of the Americas says a lot about its strategic thinking.

Wyndham is monetizing the very concept of being a repeat hotel guest, while providing discounts on bookings with other travel suppliers. Expect the industry to watch this move closely.