27/08/2026
I don’t think the strongest brands are necessarily the ones getting the most attention.
They’re the ones people actively choose.
• The restaurant you cross the city for.
• The hotel lobby you stay in even when you’re not staying at the hotel.
• The store you visit without needing to buy anything.
• The café that becomes part of your routine.
• The event you don’t want to miss.
They give people a reason to come.
And once they’re there, a reason to stay, return, share — sometimes even belong.
That’s what I call Destination Thinking.
It’s a shift from asking:
How do we get people to notice us?
to:
How do we become worth experiencing?
And that’s also why I’m so interested in what happens when brand experience meets hospitality.
Because hospitality understands something brands increasingly need to learn:
desirability isn’t only something you communicate. It’s something you create through experience.
Through the place.
The people.
The offer.
The service.
The details.
The rituals.
The moments people remember.
Attention can introduce a brand.
Experience gives people a reason to come back.
