EDITOR ’ S DIARY
PASSION FOR HOSPITALITY
EDITORIAL Jeff Weinstein , Editor In Chief 1.312.274.2226 E-mail : jweinstein @ hotelsmag . com Barbara Bohn , Managing Editor 1.312.274.2209 E-mail : bbohn @ hotelsmag . com Brittany Farb Gruber , Associate Editor 1.312.274.2229 E-mail : bfarb @ hotelsmag . com Bert Ganzon , Senior Art Director 1.312.274.2227 E-mail : bganzon @ mtgmediagroup . com Steve Vanden Heuvel , Senior Art Director 1.312.274.2218 E-mail : svandenheuvel @ mtgmediagroup . com Brittney Hackbart , Associate Art Director 1.312.274.2216 E-mail : bhackbart @ mtgmediagroup . com Carolina Martinez , Freelance Design E-mail : cmartinez @ mtgmediagroup . com Bill McDowell , Vice President , Editorial Director 1.312.274.2201 bmcdowell @ mtgmediagroup . com
CONTRIBUTING EDITORS Oriana Lerner , Erin Sund
PUBLISHING David Wood , Publisher 1.312.274.2225 dwood @ hotelsmag . com
INTERNATIONAL ADVISORY BOARD Nakul Anand Executive Director , ITC Ltd ., Gurgaon , India Stephen Bartolin President , Broadmoor Sea Island Co ., Colorado Springs , Colorado Geoffrey Gelardi Managing Director , The Lanesborough , London Kirk Kinsell President & CEO , Loews Hotels & Resorts , New York City Alex Kyriakidis President and Managing Director , Middle East and Africa , Marriott International , Dubai Christopher Nassetta President and CEO , Hilton Worldwide , McLean , Virginia Monika Nerger Chief Information Officer , Mandarin Oriental Hotel Group , Atlanta Paul Sistare President and CEO , Atlantica Hotels International , São Paulo Susan Terry Vice president of culinary and food and beverage operations , Marcus Hotels & Resorts , Milwaukee , Wisconsin
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ROOT for this
DISRUPTOR
The debate about whether or not Airbnb will become an even bigger thorn in hoteliers ’ sides continues and will likely continue to rage on . Content , both use-generated and hotel-curated , is a nice add-on , but I doubt it is influencing booking decisions ; the authenticity and lifestyle movements are making a difference , but quality and sincerity are certainly mixed . So , other than discounting , how else do hoteliers stand out from the crowd and drive business in a growingly cynical marketplace ?
Enter Jeremy Cowart , an influential celebrity photographer
Editor In Chief who is also a socially conscious do-gooder trying to start The Purpose Hotel company via a Kickstarter campaign ( see p18 ) and private investment . The concept is simple and seemingly not at all contrived : Everything is connected to a social cause or need .
For example , each time a Purpose Hotel room is booked , a needy child , whose name appears where the room number usually is , gets sponsored ; the Internet fee fights human trafficking ; every product ( soap , shampoo , linens , furniture , etc .) is purchased from partners who are making a difference ; the art on the guest room walls might be created by a humanitarian and made for sale to support that artist with a percentage going to an organization like Exile International , where children are taught art therapy ; and my favorite , in the lobby , a clean water well symbolizes the flow of hope and life to everyone and everything connected to the hotel .
Cowart says guests won ’ t walk around feeling guilty about their livesm as the design reimagines the hotel as a creative , interactive experience that ignites the imagination , promotes play and fosters community . “ We aim to create a joy-filled space where this generation can come together and make awesome things happen ,” he says .
With a first hotel planned for Cowart ’ s hometown of Nashville , Tennessee , Kickstarter backers will receive perks and rewards based on their pledge . In fact , anyone making a pledge over US $ 75 will be considered a Purpose Hotel co-founder .
I ’ m a journalist , a born cynic , and not easily impressed by untested concepts . But I am also a father who looks at life through a unique lens and wants to feel more hopeful about the future of mankind . And when I think about what the hotel industry can do to market itself versus the “ disruptors ,” I really like what Cowart is trying to do . It sends a positive message , as opposed to fighting social legislation .
His first Kickstarter campaign fell short and he is starting another . But he says he also has other investors , including some high net worth individuals , who are interested , and why not , especially these days .
Maybe this will take off . No doubt it will not be easy , but you can ’ t help but root for Cowart , who dreams of taking this concept to major metropolitan markets around the world .
It is said , “ The purpose of life is a life of purpose .” Why not hotels , too ?
October 2016 hotelsmag . com 7