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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

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

Post-website. Post-app. Post-booking engine. Some are still “pre,” others already “post” — without ever having been anything at all.

  • 10minhotel
  • 7 February 2026
I read: “Accor leads hospitality innovation with the launch of its ALL Accor app in ChatGPT.” And for once, I actually agree with our French cousins. In my last book,…
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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
There’s a profound misunderstanding in the modern world about what a professional actually is, and it’s enabling a new kind of crime. The investment of a career—the decades of hard-won…
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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
I see Hyatt’s been making headlines for all the “right” reasons lately. Standing firm against the digital marauders, refusing to pay the ransom after their latest data skirmish. It sounds…
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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
I’ve been wrestling with the idea of simplicity, and the conclusion I’ve come to is that creating it is a lot more complicated than it looks. Behold this elegant vision…
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  • 2 min

Lost in Loyalty

  • 10minhotel
  • 10 January 2026
The other day, I saw some industry analysis suggesting that loyalty is about recognition. I had to suppress a laugh, mostly out of weary familiarity. The thing is, loyalty always…
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