13 rules to stay relevant for the long run: universal lessons from the hospitality industry
Longtime relevance in hospitality is rare. Many hotels, restaurants, and nightlife venues shine bright for a few years only to fade when trends change or guests’ expectations evolve. During a recent stay at a slightly aging but still charming 5-star property in Nuremberg, Germany, one question kept crossing my mind:
👉 What does it really take to stay successful and relevant, in hospitality and in business, over decades?
The Challenge of Staying Relevant in Hospitality
My reflection was sparked by a conversation between my friend Amir Korangy and Noah Tepperberg, co-founder of global hospitality empire with brands like Marquee, Tao, Omnia or Crane Club. Their discussion about longevity in nightlife and dining inspired me to think about the same question through the lens of hotels.
Over the past years, through consulting projects, partnerships, and travels, I’ve seen what helps hospitality icons stay strong and what causes others to lose their spark. The result is this personal list:
13 rules for long-term relevance in hospitality:
1. It’s Not About You. It’s About the Product
Hospitality isn’t about ego or ownership. it’s about the experience. The property, the feeling, and the story you create matter more than who’s behind it.
2. Have a Clear and Evolving Vision
Great hospitality brands always know what they stand for. But they also evolve with their guests. Your vision should be solid, yet flexible.
3. Keep Your Core Product Fresh
Don’t let your concept age. Even a timeless property needs ongoing renewal to feel current and inspiring.
4. Focus on Delivering Value to Guests
Beyond price or design, guests value emotional connection, attention to detail, and authenticity.
5. Surround Yourself with Smart People
Especially from younger generations. Listen, learn, and integrate their perspectives into your strategy.
6. Design Superb Customer Journeys
Every touchpoint matters: From the first click on your website to the last goodbye at check-out. Great journeys feel effortless and memorable.
7. Develop Multiple Revenue Streams
Diversify your income: Events, memberships, F&B concepts, retail, or collaborations. It builds resilience and relevance.
8. Activate Your Guests by investing in Cultural Programming
Cultural programming brings energy, emotion, and a sense of belonging. Carefully curated events make your space more than a stay, they make it a scene.
9. Anticipate Trends, but Stay Classic and Classy
The best brands know what is coming, but never chase fads. Find balance between innovation and timelessness.
10. Price Your Product Well and Fair
Pricing reflects your brand’s confidence and market position. Fair pricing builds long-term trust.
11. Make Your Ecosystem Your Winning Team
Your partners, suppliers, and collaborators are part of your experience. Treat them like team members.
12. Constantly Invest in Maintenance and Upgrades
Nothing destroys credibility faster than tired rooms or broken details. Continuous improvement is your silent ambassador.
13. Be Present
Talk with your team. Talk with your guests. Talk with your partners. Stay connected, visible, and curious. Always!
When Icons Disappear: Lessons from the Delano & the standard
While finishing this list, I couldn’t help but think of two legendary hotels that once defined entire eras of hospitality: The Delano in Miami Beach and the standard, hollywood. Both properties were cultural statements. Bold, creative, and community-driven. They shaped how a generation experienced travel, design, and nightlife. Yet both are now gone. I can’t help but feel a bit sad about that. Hopeful that one day they’ll return, refreshed and reimagined, ready to inspire again.
Their stories remind us, that relevance isn’t permanent. It’s something we must earn, every day.
How to Reach Relevance in the Long Run
Long-term success in hospitality isn’t about being trendy. It’s about staying in tune with people and culture. A hotel or restaurant becomes iconic when it creates emotional connections and evolves without losing its essence. That requires clarity, consistency, and creativity. But above all, curiosity about what’s next.
Cultural Programming as a Key Success Factor
One of the most powerful ways to stay relevant is through Cultural Programming, the art of integrating culture, creativity, and community into your hospitality concept. Whether it’s live music, art collaborations, talks, or pop-ups, cultural programming keeps your property alive between stays. It builds loyalty not just among guests, but among locals and creatives who shape your brand’s identity.
It’s no longer enough to offer rooms and restaurants. Guests want meaning, belonging, and emotion. Cultural programming creates all three.
Let’s Talk About Your Next Chapter
Relevance is not about reinvention, it’s about resonance. If you are exploring how to keep your hospitality concept relevant, or how cultural programming can bring new life to your brand, I would love to exchange ideas.
Further Information:
Interview with Noah Tepperberg
Photo credit:
Delano, Miami Beach (DS)
Hotel de Crillon, Paris (DS)
Hotel Grande Bretagne, Athens (DS)
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