Close your eyes.... OK, don't close them just yet.
A hotel. What comes to mind when you imagine a hotel? (it's OK to close your eyes for a moment now...).
It's most likely things like holiday, summer, time off, pool, room-service, sea... And that's all good. But, in a year that turned everything on its head, hotels came to mean so much more.
For a few very innovative city hotels we work with, this meant searching high and low for the new meaning in life.