Lifestyle hotels are soaring in popularity around the world. Was this expected or foreseen at any point?
We did a lot of consumer research on general consumer behaviour. We’re looking at why people travel and what they’re looking out of travel and increasing the belief that consumers want to not necessarily own material things, but actually connect experiences in life. Travel takes such an important role in that collection of experiences is what people are looking for. And so, making an emotional connection while a traveller is staying