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The Columns

64 posts

Every week we send out our newsletter to hundreds of thousands of hoteliers around the world. And our unique columnists publish their column. They are being republished here. Subscribe to the newsletter here: https://www.10minutes.news/#subscribe

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  • 2 min

Ancillary

  • 10minhotel
  • 14 February 2026
I was at HEDNA the other week – the gathering of the distribution tribes – and one of the topics firmly on the table was ‘Ancillary’ revenue. Every time I…
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  • 2 min

Floating on the Amazon

  • 10minhotel
  • 7 February 2026
The other night in Miami, I found myself in a position that is one of the distinct privileges of a life in hospitality. I was assisting an old friend and…
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  • 1 min

Hospitality After UI: An Interface-Free Industry (and Out of Excuses?)

  • 10minhotel
  • 31 January 2026
The other day, chatting with my friend Andrzej Mateusz Wajda, we landed on something that only sounds obvious to those who haven’t quite grasped the present moment: UI is dying.…
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  • 2 min

Grand Theft Intellect

  • 10minhotel
  • 31 January 2026
💻 In an article by Mark Fancourt, the misuse of technology to fake expertise is highlighted. This modern trend undermines genuine professional experience, treating it as a public commodity. People now prioritize polished outputs over hard-earned skills, risking the loss of true expertise. The article warns against this trend, emphasizing that real knowledge and wisdom cannot be algorithmically replaced. True expertise requires years of dedication and is essential for genuine innovation and problem-solving.
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  • 2 min

AI, Musical Misfires, and the Maurizio Method (or Why the Algorithm Will Never Be Mr. Death)

  • 10minhotel
  • 24 January 2026
I was twelve years old, wearing a pair of torn Converse All Stars (because that’s what Dee Dee Ramone would’ve wanted), and every Saturday I’d hop on bus 105 to…
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  • 2 min

A King’s Ransom… but for what?

  • 10minhotel
  • 24 January 2026
💻 Hyatt refused to pay ransom after a data breach, prioritizing reputation over customer data security. Industry applause for this stance overlooks the risk to customer data, auctioned on the dark web. Companies often suffer minimal financial impact, with fines as low as 15 cents per record, as seen in past breaches like Marriott's. The decision, deemed noble, leaves guests vulnerable to identity theft, revealing a disconnect between corporate integrity and customer protection.
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  • 2 min

Stranger Things Hotels (or The Risk of Algorithmic Hospitality)

  • 10minhotel
  • 17 January 2026
I finally figured out why the Stranger Things finale felt so underwhelming. In a recent behind-the-scenes documentary, the Duffer Brothers were shown working with three ChatGPT tabs open. Next to…
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  • 2 min

Layers of Simplicity

  • 10minhotel
  • 17 January 2026
💻 The new Model Context Protocol (MCP) simplifies AI interactions by reducing thousands of API connections to a single interface, enhancing efficiency and integration. However, it adds complexity and costs, as software providers will likely adopt provider-specific MCPs, creating new revenue streams through transaction fees or subscriptions. While aiming for simplicity, this approach results in a more intricate backend. Mark Fancourt questions the layers added to achieve this simplified digital future.
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  • 2 min

Lost in Loyalty

  • 10minhotel
  • 10 January 2026
📣 Loyalty always was about recognition, not digital points or tiered statuses. Before card programs, genuine hospitality thrived on knowing and valuing guests. Today, many hotels swap real connection for rewards systems like Gold, Platinum, and Diamond tiers. The best hotels, however, excel without complex systems, focusing on human connections. True loyalty is built on personalized recognition, not technology. Mark Fancourt emphasizes that genuine loyalty remains profoundly analog in a tech-driven world.
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  • 2 min

Rage. An Oral Biography of Simone Puorto (or: My Bad Resolutions for 2026)

  • 10minhotel
  • 3 January 2026
Every year I start a journal.And every year I quit after three days. Brian Eno used to do the same, I think. Or maybe it was someone else. I can’t…
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Sponsors
  • Quicktext becomes Quinta. Tomorrow, your bookings will go through AI agents. Are you ready?
  • Tony Loeb standing in front of a brain and a lot of post it notes. Cover image for the podcast with LodgIQ discussing Generative AI in hotels.
    Less Noise, Better Focus: Why Generative AI Is Finally Changing Revenue Management
  • Why Automation is the Ally of Hotel Staff, and Not Their Replacement
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