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The Columns

82 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

How ya like me now?

  • 10minhotel
  • 18 October 2025
The air in this town always feels different when the wind shifts. Not the dry desert wind that kicks up dust, but the subtle, corporate wind that changes the vibe…
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  • 2 min

“A (substitute loyalty program name) Hotel”

  • 10minhotel
  • 11 October 2025
Hilton’s got another five “brands” on the way; Radisson’s got an explainer for their own explainer. This desperate pursuit of another name for a building – another “bed block” –…
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  • 1 min

Voice Messages Are Schrödinger’s Cats

  • 10minhotel
  • 11 October 2025
Today’s personal rant: let’s finally clear up my complicated relationship with WhatsApp voice notes.Here’s my theory — voice messages are like Schrödinger’s cat. Until you open them, the person on…
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  • 2 min

Don’t Fence Me In

  • 10minhotel
  • 4 October 2025
I’ve been stewing on this for a while, this infuriating tendency in our industry to build walls where we should be building bridges. Don’t fence me in. It’s a classic…
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  • 1 min

Travel, Butter Pasta, and Anthony Bourdain

  • 10minhotel
  • 4 October 2025
I’ve never been a foodie. I don’t worship chefs, and I feel zero awe when someone presents a dish like it’s some sacred relic. I eat like a kid, and…
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  • 2 min

Speaking of Experience

  • 10minhotel
  • 27 September 2025
The word “Experiences” has been cheapened. It’s plastered on every brochure, website, and PowerPoint slide, a lazy substitute for actually delivering something memorable. I see it and I’m left wondering,…
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  • 1 min

Greenwashing in the Shade of Bordeaux

  • 10minhotel
  • 27 September 2025
Bordeaux. Forty-two degrees in the shade. I stumble upon a café proudly calling itself “Earth-friendly” because it doesn’t use air conditioning. As if forcing people to sweat through their shirts…
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  • 2 min

Elegantly Wasted

  • 10minhotel
  • 20 September 2025
I want to talk about “time”. The ultimate commodity, the one thing we can’t buy more of, and a concept we seem to have utterly lost control of in our…
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  • 1 min

The Summer of Love at The Lake Como EDITION

  • 10minhotel
  • 20 September 2025
This hotel hasn’t even opened yet. And yet—here we are. Google is already showing guest reviews. Verified ones, with shiny little stars. The funny thing? Nobody has ever stayed there.…
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  • 2 min

Profound Understanding

  • 10minhotel
  • 13 September 2025
Messrs Soler and Loeb ask me to contribute each week with a bit of a rant and rave on a topic. Sometimes these are serious topics. Sometimes tongue in cheek.…
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