Weird > luxury

This week in hospitality: quiet tech wins, rising risks and solo travel swagger. We’re exploring why call conversions might just be your hotel’s secret tech weapon, how rising risks are shaking up the insurance underwriting game (yep, it’s getting pricier) and the rise of the solo traveler—they’re not just bringing backpacks, they’re bringing big business. Let’s unpack the trends that are shaping the way boutique and indie hotels host, hustle and thrive.

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Loyal-ish. Forget the noise about who “owns” the customer—access can be bought, but loyalty is earned. When your brand delivers an experience guests want to repeat, you stop chasing ownership and start building gravity.

Bless your heart. The South accounts for over 51% of all rooms under construction, driving travel and investor demand in the sunbelt region, according to Colliers’ 2025 Hospitality Outlook. 

Not even a thumbs up? Google reviews influence guest trust, local SEO rankings, conversion rates and even how your hotel appears in AI overviews. If you can’t be bothered to acknowledge a guest review, you’re sending a message—and it’s not good.

Little Miss Independent. Hotels are rolling out the red carpet for solo adventurers, with intentional upgrades to amenities, layouts and event calendars. More social and thoughtfully designed spaces genuinely celebrate the solo travel spirit.

Ctrl+Alt+Delight. Miss a pitstop in Indy for HITEC and a print copy of The Hotel Yearbook 2025 Technology Edition? The virtual format packs the same punch, bringing together leading voices to dive into the latest in guest experience, AI and digital strategy.

‘The right kind of weird beats generic luxury every time’

Bashar Wali is a hospitality visionary, truth-teller and unrelenting advocate for doing things differently. With a career that blends deep industry insight and a bold, forward-thinking approach, the hotelier and founder of This Assembly challenges the status quo at every turn. Bashar is known for his candid take on what the hotel world gets right—and what desperately needs to change. Equal parts strategist and storyteller, his mission is clear: to bring more humanity, creativity and purpose to hospitality. -Jennifer Glatt

What are the key elements that give a hotel its soul—in your words, its “heartbeat”?
It’s not the furniture. It’s not the logo. It’s the people. Soul shows up in the unscripted moments, not the design deck. A hotel with a heartbeat makes you feel something without trying too hard. It’s a look from the concierge that says, “We’ve got you,” or the lobby that makes you exhale instead of pose. Soul is what happens when the staff stops performing and starts connecting.

How do you balance the creative vision for a soulful hotel with the financial and operational realities?
You don’t balance it. You integrate it. Creativity without discipline is chaos. Discipline without creativity is death. The trick is building beauty that pays its bills. That means understanding what moves people and what moves the needle. It means designing for emotion while modeling for margins. If the concept can’t survive a P&L, it was never soulful, it was just self-indulgent.

Many hotels look good on Instagram but fall flat in person. How do you create experiences that feel as good as they look?
You start by designing for humans, not algorithms. Instagram is a highlight reel. Hospitality is a full-length film. Real experiences need pacing, tension and unexpected turns. It’s not just how it looks, but how it smells at midnight and who’s behind the bar. Most hotels forget this. They chase aesthetics and lose the plot. The best ones choreograph moments that stick, not just images that pop.

How has your philosophy evolved over the years? Are there any ideas you’ve let go of or ones you’ve doubled down on?
I’ve let go of the myth that bigger is better and that consistency means sameness. I’ve stopped pretending every guest wants the same script. What I’ve doubled down on is the human element. Connection over perfection. Vulnerability over polish. I’ve learned that the right kind of weird beats generic luxury every time. I’m no longer chasing cool. I’m building places that feel alive.

Above: Americana Motor Hotel (Courtesy Practice Hospitality)

Pacific plot twist

A beloved literary bolthole on the Oregon coast gets new owners, but the story at The Sylvia Beach Hotel stays true to its roots. Still no TVs, just endless ocean views and well-read vibes.

Why it matters: The newly named and refurbished Hotel Sylvia, open for stays beginning July 1, has long been a haven for book-lovers and writers. The property went beyond a refresh—it’s a sublime example of preserving authentic guest experiences while evolving with purpose. Modern relevance and timeless charm proves that fostering connection—not just accommodation—never goes out of style. (Sip Magazine)

Call me maybe

Think phone calls went the way of dial-up internet? Think again. New data shows call conversions are a secret weapon in hotel tech. Inbound calls continue to be a key driver of revenue in travel and hospitality, and calls remain vital touchpoints in high-consideration bookings.

Why it matters: Even in an age dominated by digital bookings, phone calls are quietly pulling their weight, with over 46% of qualified leads converting during the call itself. By optimizing call handling, training staff and integrating call tracking with your marketing and CRM systems, you can turn every ring into real, measurable ROI. (Hospitality Technology)

 Hotels are built to handle storms, but it’s the insurance behind them that’s making waves. Underwriting just got a lot more complicated (and expensive). Climate volatility and dwindling carrier capacity are causing property insurance premiums for hotels to surge in some areas, notes Ryan Bosch, principal at Arriba Capital. Most properties are seeing premium increases in the 5 percent to 15 percent range.

Why it matters: Insurance costs are climbing—and not just a little—forcing hotel deals to stall or collapse entirely during underwriting. With premiums skyrocketing in high-risk regions and coverage harder to secure, even well-performing properties are getting second looks (and sometimes, skipped over). Owners and operators who understand these dynamics can better position their assets, improve risk profiles and keep business moving forward. (Hospitality Investor)

Free your mind

Struggling to swap scrolling with something—anything—more satisfying? When we give our brains space to breathe, we trade mindless multitasking for meaningful mental sparks. Turns out, the key to creativity is boredom.

Why it matters: When your body goes on autopilot, your brain gets busy forming new neural connections that connect ideas and solve problems. "Take a break, stare out the window and know that by doing nothing you are actually being your most productive and creative self," says journalist Manoush Zomorodi. "It might feel weird and uncomfortable at first, but boredom truly can lead to brilliance." (TED)

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