We interviewed PSFK 2017 speaker Noreen Chadha about the idea behind building an affordable, boutique hotel that appeals to the next generation traveler

In the days of old, when people thought “luxury travel”, they thought private jets, a Moët & Chandon welcome, swan-shaped towels at the foot of the bed and a private butler in suit and tails. Pretty much like something straight out of The Grand Budapest Hotel.

Fast forward to present day and the first thing people ask isn’t “is there room service?” but rather “what’s the wifi password?” After all, just like the age-old, “If a tree falls in the woods but no one’s there to hear it, does it make a sound?” riddle, if you go on a beautiful vacation, but no one sees any instagram evidence of it, did you even go on vacation at all?

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in