How Bold Thinking Can Revitalize Hospitality in 2025 — Photo by HN created with DALL·E

As we enter the final year of the first quarter of the 21st century, hospitality faces an inflection point. Once driven forward by trailblazers whose bold thinking reimagined guest experiences, many industry participants find themselves fighting the challenge of standing out in a sea of sameness.

Matthias Huettebraeuker, a Hospitality Net contributor and independent hospitality strategist, thinks about this a lot. With a perspective built through roles at Design Hotels, citizenM, and 25hours, as well as advising global brands like BMW and Lufthansa, Matthias brings a wealth of insight into strategy, innovation, and the future of culture.

When I spoke with Matthias recently, he inspired me with a clear message: This is the time to be bold, rethink the rules, and embrace the spirit of innovation.

The Need for Reinvention

A few decades ago, hospitality was reinvented by innovators like Ian Schrager, André Balazs, and the founders of Ace Hotels and citizenM.

They emphasized connection, community, and experience, reshaping the very definition of what a hotel could be. Yet, as Matthias observes, the hospitality industry has since gravitated toward safe choices, risking a loss of cultural resonance.

To break free from stagnation, Matthias urges hoteliers to “dare to suck.” This mindset—risking failure to achieve true innovation—echoes the spirit of the pioneers who once dared to redefine the industry.

Boldness Through Purpose

Matthias underscored the importance of clarity in purpose. “Know your why,” he told me.

Success will come from differentiation through value and experience rather than competing on price. For hoteliers, this means cultivating a brand identity rooted in authenticity and meaningful connections.

Differentiation, however, requires patience. A niche market may not immediately deliver high returns, but consistency and belief in one’s vision will eventually attract loyal followers. Matthias recalls how early critics of minimalist designs in hospitality dismissed them as lacking service. Yet, their creators persevered, driven by the conviction that simplicity could offer the truest form of hospitality.

Examples of Bold Hospitality

While many still chase the templates set by past pioneers, bold new approaches are emerging:

  • Michelberger Hotel (Berlin): Embedded within its local music scene, Michelberger has become a hub of community and creativity. When approached by Ace Hotels to expand globally, the founders made the bold choice to remain local, prioritizing authenticity over scale.
  • Ett Hem (Stockholm) and Margot House (Barcelona): These intimate properties emphasize exclusivity and comfort, offering guests the feeling of staying in a refined private home. Their understated elegance contrasts sharply with over-themed lifestyle hotels.
  • Reethaus (Berlin): A project by Claus Sendlinger, this venture reinvents the concept of hospitality by fostering connections among artists, creators, and forward-thinkers. It is a prime example of how cultural relevance continues to win.

Ask the Right Questions

Bold innovation begins with asking the right questions. Matthias suggests shifting the focus from traditional metrics to user stories and community needs:

  1. Who are we serving? Identify whether the goal is to cater to travelers, locals, or both, and tailor experiences accordingly.
  2. What does the neighborhood need? Hospitality should align with and enhance local dynamics, becoming a natural extension of its community.
  3. How can spaces be reimagined? Move beyond static blueprints of lobbies, rooms, and restaurants. Instead, create adaptable environments that cater to diverse needs—intimate gatherings, coworking, or impromptu events.

Rethink Space

Hospitality spaces should serve as stages for human connection rather than rigid showcases.

Matthias recounted a pop-up hotel experiment in Munich, where continuous testing and adaptation led to a successful 15-month run. By treating the concept as a “work in progress,” the project was able to cater dynamically to guest preferences, proving the value of iterative design.

Embrace Cross-Industry Inspiration

Hospitality can learn from the radical transformations in industries like automotive. Car manufacturers, for a long time just focused on vehicle sales, now explore mobility services and autonomous technologies.

Similarly, hospitality leaders must expand their thinking beyond traditional accommodations to consider their role as providers of diverse, on-demand spaces and services.

Moving To Becoming Everyday Brands

For global hotel groups, the future may lie in becoming indispensable daily brands. By serving broader use cases—workspaces, social hubs, wellness retreats—hospitality brands can transform into 365-day lifestyle enablers, cultivating lasting customer relationships.

A Call to Courage

Matthias leaves us with a powerful challenge: redefine the future by daring to dream and act boldly. Hospitality’s strength lies in its human connections, its ability to foster empathy, and its potential to transform lives through thoughtful experiences.

For hotel leaders, the path forward demands courage. Whether by embracing local authenticity, rethinking space usage, or exploring untapped guest needs, the time to innovate is now.

As Matthias puts it, The best hospitality is not a showroom—it’s a stage for life to unfold.

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Josiah Mackenzie hosts the Hospitality Daily Podcast to help you stay informed and inspired each day by the most interesting people in hospitality. You can listen to his full conversation with Matthias here.