For years, independent hotels were told they needed:
better SEO, more offers, stronger loyalty programs, bigger platforms.

What they actually needed was clarity.

AI isn’t making hospitality more technical.
It’s making it more human.

Guests now describe what they want:
quiet, lively, intimate, social, design-led, grounding.

AI matches those words to hotels that express who they are, not what they sell.

I wrote this short field guide for independent hotels — and those who should be independent — to explain:

• why catalogues don’t work anymore
• why websites shouldn’t look like mini-OTAs
• why soft brands often dilute identity
• how vibe, authorship and architecture become discoverable
• what hotels can do today (not in 2026)

No selling.
No tech jargon.
No growth hacks.

Just a clear framework for staying visible in a world where meaning drives discovery.

📘 The ebook is available here.