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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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  • 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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  • 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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  • 2 min

Quantum of Vulnerability

  • 10minhotel
  • 3 January 2026
The other day I spent time with a few of the truly serious humans in the world of networking and security last week. I always find discussions with these industry…
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  • 1 min

The Silence of Guests: Why AI Will Save (Not Kill) Reviews

  • 10minhotel
  • 27 December 2025
I’m often asked whether AI-assisted reviews are the latest semantic apocalypse for travel. I see it more modestly: they mark the end of a long-standing taboo — the one that…
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  • 2 min

2025: What the Columnist saw

  • 10minhotel
  • 27 December 2025
I was looking back at my 2025 travel stats—75,000 miles and a fair few gray hairs—and realized that our weekly chats have covered almost as much ground as my favorite…
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  • 3 min

Reasons to be Cheerful – 2025

  • 10minhotel
  • 20 December 2025
As the faithful know, my role for this particularly valuable industry news platform, is to critically appraise the state of industry. To challenge the status quo. To call out our…
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