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The Columns

85 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

A Room For The Night

  • 10minhotel
  • 21 March 2026
Have you seen the latest data pings from Voyager 2? It’s enough to make you put down your smartphone and just stare at the sky in silence. Launched in ’77—the…
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  • 2 min

100% Discount

  • 10minhotel
  • 14 March 2026
I see companies, big and small, pouring millions into technology, chasing some mythical, data-driven nirvana. Yet, in the very same breath, they seem to be actively discounting the one input…
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  • 2 min

Against Travel: Sgalambro, Callard, and the Illusion of Tourism

  • 10minhotel
  • 14 March 2026
A few days ago, I visited the MAXXI museum for the exhibition dedicated to Franco Battiato. What I’ve always loved most about Battiato are two distinct phases: his experimental work…
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  • 2 min

Where We’re Going, We Don’t Need Roads: When AI Becomes the API

  • 10minhotel
  • 7 March 2026
I was wrong when I said AI would be the new UI. The more I think about it, the more convinced I am that AI is actually the new API.…
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  • 2 min

Key Money

  • 10minhotel
  • 7 March 2026
I’ve been pondering the true value of a Michelin Key lately. Specifically, the “Two Key” distinction awarded to the Mayfair House in Miami. According to Michelin, Two Keys signifies “an…
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  • 2 min

From Calippo Fizz to Tokens: Silicon Valley’s Energy Narrative

  • 10minhotel
  • 28 February 2026
Anyone who knows me knows I can’t stand binary thinking.Black/white. Human/machine. Intermediated/disintermediated. Jedi/Sith. Reality isn’t a semantic padel court with a net in the middle.(Actually, padel—along with reggaeton—is one of…
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  • 2 min

Happy 60th Birthday!

  • 10minhotel
  • 28 February 2026
Sixty years. It’s a number that demands a bit of a pause, doesn’t it? As I prepare to head back to Berlin for the 60th anniversary of ITB, I find…
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  • 2 min

If you don’t serve, you’re of no service: Romagna and an umbrella worth more than any marketing strategy

  • 10minhotel
  • 21 February 2026
As a pre-teen, like many Italians, I went through a kind of secular rite of passage: a summer holiday in Romagna. I left with my best friend and that small…
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  • 2 min

Citius, Altius, Fortius

  • 10minhotel
  • 21 February 2026
I’ve been glued to the screen, watching the Winter Olympics unfold. It’s impossible not to feel that surge of genuine inspiration. As I watch these athletes hurtle down ice at…
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  • 2 min

The Ontology of Hotel Booking (and Why Google UCP Won’t Fix It)

  • 10minhotel
  • 14 February 2026
I woke up this morning with a strange feeling — like I was witnessing yet another “end of something.” Not the end of the world, don’t worry. We’ve postponed that…
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