HoteliersGuild NEWSLETTER | FEBRUARY 2025

NEWSLETTER
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C H A N N E L
FEBRUARY WRAP UP
Words by Frank M. Pfaller

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HoteliersGuild February Wrap: Milestones,
Movements & Meaningful Change
Dear Members, Friends & Followers,
As we close out February, we do so with a powerful mix of pride,
purpose, and progress. This month has been one of bold conversations,
innovative ideas, and a growing movement toward a more equitable,
inspiring, and forward-thinking hospitality industry.
But before we dive in, we have something truly incredible to celebrate—
HoteliersGuild is now reaching more than a quarter of a million readers!
Yes, as of today 250,125 passionate industry professionals, thought leaders,
and changemakers are tuning in. This milestone reminds us that our
outspoken stance on key issues is making an impact, and we’re
committed to driving long-overdue change—together.
Breaking the Silence: Sexism, Racism & Bias in Hospitality
One of the most pressing discussions this month was ignited by our
esteemed Hon. Ambassador Harry Murray MBE, who responded to a
recent Times article shedding light on the deep-rooted sexism, racism,
and bias that continue to afflict professional kitchens and the hospitality
industry at large. The powerful statement from 70 female chefs,
denouncing a culture of harassment, exclusion, and systemic
discrimination, reaffirmed what many have long recognized—and what
we have consistently highlighted in several of our earlier communications:
the system is fundamentally flawed and urgently needs reform!
Women—and especially non-white female chefs—face limited
opportunities, workplace hostility, and a shocking lack of
representation in food awards and leadership roles. When a globally
renowned guide like Michelin has awarded only two stars to women in
four years, it’s clear that merit isn’t the only factor at play.
At HoteliersGuild, we refuse to stay silent. We stand in full solidarity
with every Cheffe and hospitality professional who demands change. This
is not just about words—it’s about holding the industry accountable,
amplifying voices that have long been ignored, and working toward a
hospitality world that is truly inclusive, fair, and forward-thinking.
This conversation won’t end here. We’ll continue to highlight this issue in
the months ahead, pushing for meaningful reform and recognizing the
trailblazers who are redefining what hospitality should be.

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The Art of Branding: More Than Just a Logo
In a world where storytelling is currency, branding in hospitality is no
longer just about design—it’s about experience, identity, and emotional
connection. Whether you're running a boutique hotel, a Michelin-starred
restaurant, or an international hospitality group, your brand is your
promise—and that promise must be authentic, compelling, and
unforgettable.
This month, we started to explore the Art of Branding, delving into the
power of purpose-driven narratives, immersive brand experiences, and
the psychology behind customer loyalty. The best brands don’t just
exist—they evoke. They don’t just speak—they resonate. We’ll continue
this deep dive in March, bringing exciting professional insights from
respected industry leaders who have mastered the craft of branding
beyond aesthetics.
HOSPITECTURE BeyondDesign: A New Vision for Hospitality
Spaces
At the intersection of hospitality, architecture, and human experience,
HOSPITECTURE is redefining the way we think about space, service, and
storytelling. It’s no longer just about stunning interiors—it’s about
designing for emotion, efficiency, and engagement.
This month, we explored how visionary architects - quite a few of them
members of our Architects & Designers Chapter! - and hoteliers are
merging sustainability, technology, and sensory-driven design to
create spaces that not only look beautiful but feel meaningful. From
biophilic design to AI-driven personalization, the future of hospitality is
being built one thoughtful, guest-centric space at a time.
Onward & Upward: Marching into the Future
As we step into March, our mission remains clear: to spark conversations
that matter, champion voices that deserve to be heard, and shape the
future of hospitality with bold ideas and fearless advocacy.
To our readership, thank you for being part of this journey. Your
engagement, passion, and willingness to challenge the status quo are
what make HoteliersGuild more than just a platform—it’s a movement.
Until next time, let’s keep raising the bar, breaking barriers, and
redefining hospitality for the better.
With gratitude and determination!

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! The Art of Branding: Beyond Words, Beyond Trends
In the world of luxury hospitality, branding is not just a visual identity—it is
the soul of a property, the essence of an experience, and the
foundation of long-term success.
The attached captivating video " speaks volumes, reminding us that in
an ever-evolving market, branding is the difference between being
noticed and being truly remembered.
Especially for our independent hotel owners and developers, the
challenge is clear: How do you craft an identity that transcends trends
and stands the test of time?
At CHC-Alliance, we are honored to collaborate with seventhart, a
renowned visionary agency redefining the language of luxury branding.
Their expertise transforms properties into enduring icons, where every
detail tells a story, and every experience reinforces a brand’s unique
legacy.
# What story is your brand telling?
# Is it one that will leave a lasting mark?
Let's engage in a dialogue on how strategic branding can elevate your
property from an elegant destination to an indelible legend.
View the Video

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BEYONDDESIGN: Celebrating
V i s i o n a r y A r c h i t e c t u r e &
Hospitality Innovation
Thrilled to attach BEYONDDESIGN, a tribute to the visionary architects,
designers, and creative minds who continue to shape the future of
hospitality. This edition explores the intersection of innovation,
sustainability, and aesthetics, showcasing the extraordinary talent that
transforms spaces into unforgettable experiences.
On my own behalf—and with immense pride as part of the
HoteliersGuild Academy of Hospitality Arts—I extend my warmest
congratulations to all the brilliant professionals featured in this issue.
Your commitment to excellence and forward-thinking design does
more than shape beautiful spaces; it defines the way we experience
hospitality itself.
✨ Your creativity, dedication, and collaboration with us operators
are what drive this industry forward. Together, we craft environments
that tell stories, evoke emotions, and set new benchmarks for
excellence.
A heartfelt thank you for your passion and innovation—keep inspiring,
keep pushing boundaries, and keep creating the extraordinary!
READ HERE