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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

Trenord, Kafka, and the UX of Railway Absurdity

  • 10minhotel
  • 20 December 2025
There’s a moment in The Trial when Josef K. realizes that the real nightmare isn’t the court itself—it’s the bureaucracy. Trenord took that insight and turned it into a user…
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  • 2 min

We Are Not Hoteliers. We Are Devo.

  • 10minhotel
  • 13 December 2025
This one has me jerkin’ back ‘n forth on the potential outcomes of a new frontier, a “Brave New World” for hospitality, as Aldous Huxley might have put it. I’ve…
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  • 1 min

The (sad) truth about commission-based web agencies (Part II of II)

  • 10minhotel
  • 13 December 2025
I’ve seen contracts set at 12%. TWELVE.For pushing a button, bidding on the hotel’s own name, and then never touching bids or copy again. If it weren’t real, it’d almost…
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  • 2 min

A Contradiction in Terms

  • 10minhotel
  • 6 December 2025
The opportunity I had recently to watch a program on Massimo Bottura (who happens to quietly resemble our own Monsieur Soler) and his sheer, unadulterated joy for the hospitality industry…
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  • 2 min

The (Uncomfortable) Truth About Commission-Based Web Agencies (Part I of II)

  • 10minhotel
  • 6 December 2025
I get a message from a prospect who wants to start working with me, but their current web agency is demanding an outrageous fee just to exit the contract. Second…
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  • 2 min

No ads, promise! (And other technocrat fairy tales)

  • 10minhotel
  • 29 November 2025
Back in ’99, Google swore it would never run ads. “No ads,” they said, with the wide-eyed innocence of people who still believed the web could remain a pristine commons—an…
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  • 2 min

Primed

  • 10minhotel
  • 29 November 2025
Kicking back over the weekend, enjoying a bit of downtime with some digital entertainment, I had a moment that perfectly framed the new frontier of advertising. I was happy to…
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  • 2 min

It’s nothing personal

  • 10minhotel
  • 22 November 2025
The topic of the week has me grinding my teeth a little. It’s the sheer hypocrisy flowing from revenue leaders, that constant, breathless sermon about “Personalization! The customer craves unique…
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  • 2 min

Innovation or Intellectual Self-Indulgence?

  • 10minhotel
  • 22 November 2025
Last month, the usual October industry event took place. I won’t name it—you know which one. While scrolling through LinkedIn comments, I came across a colleague’s summary of the day:…
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  • 1 min

Confessions of a Man with Too Many Browsers

  • 10minhotel
  • 15 November 2025
I’ve become the kind of man who needs three browsers just to know where he is, what he’s supposed to be doing, and sometimes who the hell he even is.…
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