Automatic

I recently wrote about the Reality Rule in my Forbes column. Apparently, I hit on a topic that resonated with the Forbes readers, which prompted me to write a version for our subscribers to The Shepard Letter.

etreat for personalised wellness journeys in vitality, growth and transformation — has revealed a fresh new face. The 22-acre natural sanctuary is proud to unveil not only renovated accommodation but the reopening of its therapeutic heart: the Ojas wellness centre. The redesign, masterminded by Atelier Ikebuchi, masterfully blends gleaming white Carrara marble, bold black Corian cladding, and rich natural teak wood to create a space that balances contemporary luxury with organic warmth.

Accor and Elanor Investors Group (Elanor) today announced the strategic repositioning and rebranding of four properties within the Elanor Hotel Accommodation Fund (Fund). The properties will be managed by long-standing operating partner 1834 Hotels and will officially join Accor’s network in October 2025.

Set to open in summer 2026, Eha is a new wellness retreat on Estonia’s unspoilt Hiiumaa Island, a UNESCO Biosphere Reserve. Here, guests embark on a journey of renewal, guided by a philosophy deeply rooted in nature and the rhythm of the seasons. Encircled by the Baltic Sea and steeped in centuries of local tradition, Hiiumaa is one of Europe’s quietest islands, with some of its darkest, clearest skies. Two-thirds forested, with wild beaches and rare biodiversity, it offers the space and stillness that set the tone for every stay.

The traditional guest journey, a straightforward path from dreaming and discovery to conversion and experience, is being fundamentally reshaped by AI. Large Language Models (LLMs) are creating a new, non-linear journeys by delivering multimodal, personalized, and conversational experiences right from the discovery phase. This shift is happening quickly, with the ’hockey-stick’ growth in traffic driven by LLMs showing that AI is set to become a major force in driving web traffic.