Outdoor Adventure Explorer

Something shifted in luxury hospitality marketing—and most hotels haven't caught up yet.

I've spent time researching how ultra-high-net-worth travelers actually make booking decisions. What I found surprised me.

They're not booking based on thread count. Or Michelin stars. Or how many properties are in your global collection.

They're booking based on three things:
→ Emotional return. Does this experience align with who I am?
→ Exclusivity. Can I get this anywhere else?
→ Frictionless personalization. Will every detail be handled without me lifting a finger?

Here's what's changing fast:

The ultra-luxury traveler has moved from chasing status to chasing story. Multigenerational trips. Wellness retreats. "Forever travel" where families spend weeks in one location testing whether they'd want to live there.

Virtuoso reports a 36% year-over-year increase in $50,000+ bookings planned 1–2 years in advance.

Most hotels are still running campaigns built for last-minute bookings and seasonal promotions.

They're marketing to a buyer who no longer exists.

I put together a free guide breaking down exactly how UHNW travelers discover properties, what triggers their booking decision, and which marketing channels are actually driving luxury occupancy in 2026.

If you're an independent luxury hotel owner or GM serious about filling your top-tier suites with the right guests—this is worth 10 minutes of your time.

Comment "GUIDE" below and I'll send it directly to you.

Comfort is everywhere right now.
Fast. Easy. Convenient.

But somewhere along the way, we started trading intention for ease…
Craft for shortcuts…
Generosity for self-interest.

The people who built great things weren’t obsessed with comfort.
They were obsessed with doing things well.
With showing up for others.
With caring about the details when no one was watching.

This isn’t a call to be extreme.
It’s a reminder of what actually moves the world forward.

Curious—do you think we’ve leaned too far into comfort, or is this just the natural evolution of society?

Send a message to learn more

Got my first monthly retainer customer, and I feel like I should be happier, but because I put in so many hours of work, and so many failed attempts, that it feels more like "Finally!" But I have to give credit to my mentor Jonas from Skool's "Film Making Journey" group. I was running out of time, or I would have to go back to work a job I hated. He was a life-saver. So here's to everyone still in the grind, putting in the hours with little to nothing to show for it. You guys are the ones that create dreams. Cheers! ✊🫶👍

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