Sonder Hotels Liquidation Exposes Limits of Tech-First Hotel Models
Sonder, once a high profile hospitality startup promising a tech enabled alternative to hotels, has entered liquidation after a failed attempt to scale an asset heavy model and a collapsed partnership with Marriott. Its downfall highlights the risks of branding operationally intensive real estate businesses as tech companies, the difficulty of integrating with legacy hotel systems, and a broader investor shift toward sustainable, asset light or hybrid hospitality models.
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