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The Columns

91 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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  • 3 min

Google I/O, it changes OTA positions

  • 10minhotel.com
  • 28 May 2026
Some of my takeaways from Google I/Os announcements last week. It is totally clear that travel search and inspiration is going to completely change in coming years. I can’t imagine…
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  • 2 min

Architects of Our Own Demise

  • 10minhotel
  • 23 May 2026
“Every time we ask a customer to undertake a process that we are supposed to do for them, we undermine the value of our own industry and create our own…
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  • 2 min

The Last Straw

  • 10minhotel
  • 16 May 2026
I was holding court in a self-consciously “edgy” cocktail bar recently, settling in for a few hours of conversation and what should have been effortless drinking. Instead, I found myself…
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  • 5 min

The PMS Wars and AI

  • 10minhotel.com
  • 14 May 2026
I read The PMS Era Is Ending a few days ago and it raised good points, especially around how slow PMS innovation has been historically, I believe this problem alone…
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  • 2 min

The Way We Were

  • 10minhotel
  • 9 May 2026
In my mind I am hearing Barbara Streisand sing that classic lament. “What’s to painful to remember, We simply choose to forget”.  I’m standing in a hotel lobby—after dragging my…
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  • 2 min

Dumb and Dumber

  • 10minhotel
  • 2 May 2026
I was listening to a podcast the other day—Stephen Bartlett’s Diary of a CEO—hosting one of the foundational father figures of the AI movement. The conversation took a turn that…
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  • 2 min

Every Robot was Kung-Fu Fighting!

  • 10minhotel
  • 25 April 2026
Come recent news out of Shenzhen this week had me double-checking the calendar to ensure I hadn’t slipped into a Real Steel fever dream. But it’s 2026, and China has…
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  • 2 min

Square Peg. Round Hole.

  • 10minhotel
  • 18 April 2026
You often hear people in this industry talking about technology as if we’re just trying to jam a square peg into a square hole. It’s a comforting, albeit lazy, metaphor.…
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  • 2 min

Hotel Brands are Aggregators

  • 10minhotel.com
  • 16 April 2026
We tend to think of hotel brands as, well, brands. Distinct identities. Lifestyle positioning. Design, tone of voice, target audience. But as I’ve repeatedly called them, they’re labels. Traffic data shows…
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  • 2 min

A seat at the table

  • 10minhotel
  • 11 April 2026
I’ve just arrived at a fresh, modern hotel in the States. On first glance, it’s a win. The room is bright, the design is well-calculated, and it actually features a…
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