Asset-light is everywhere. So why is no one talking about asset-smart? In recent months, it has been difficult to ignore the growing volume of conversations around asset-light strategies in the hospitality industry. The topic is widely discussed, often from a financial or development perspective. And yet, one question tends to remain in the background: why is there so little discussion around what could be described as asset-smart? Working across several projects recently, at

Most hotels are adding more activities. Few are seeing real impact on revenue or guest loyalty. What ski resorts understand, and hotels often miss is how to think as a destination. Today, guests are no longer simply paying for a room. They are seeking a complete, immersive experience that gives them a reason to stay longer, spend more and return. Yet many hotels still operate as standalone buildings, while resorts at their best have long been designed as integrated ecosystems