For decades, location defined the value of hospitality brands. Today, something else is taking over. Sea view, iconic address, remote paradise… 👉 The better the location, the stronger the demand… | Alexis Baudin
🏠 In 2026, hospitality brands are shifting focus from location to branding, memory, and identity. Examples include Reschio in Umbria, Aman Resorts, and Soho House & Co. Reschio offers a unique narrative experience despite its remote setting. Aman emphasizes calmness and an emotionally distant experience, making the brand experience portable. Soho House prioritizes belonging and culture over iconic locations. Brands relying solely on location may struggle to differentiate themselves in the future.
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