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The Columns

105 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

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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  • 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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