Recognition Beats Reach
Why being known matters more than being everywhere.
Welcome to Issue No. 031 of Sojourn. An independent publication delivering strategic interpretation for leaders shaping the future of travel and hospitality.
I keep noticing how differently two types of hospitality brands grow. One type expands aggressively – more locations, more markets, more visibility. The other grows more selectively, sometimes slowly, but something about them stays sharp. The first type ends up everywhere. The second ends up somewhere in people’s minds. Those are not the same thing.