STOP!

Some kind of news appears over and over. Just a couple of examples. Recently, it was Revo Hospitality. At the end of 2025, it was Sonder. Some managers love to let the communication and commercialization into the hands of other companies. They focus on growth gearing huge amount of money. What happens when some problem appears (That, believe me Touristologists…They will appear!!)? The end of the bubble! We need a different approach focused on profit and cash!
I said once, I say again Stop focusing on the service…Focus on the Segment!!!
Focus on segments where you (or them, Pro-Am remember?) can create GROUPS.
Then, send these groups to other enterprises that have occupancy problems (Yield Management, remember)?
Sonder is a good example of the consequences of focusing on the service and not in the segment! 
Sonder was a StartUp founded in 2014 aiming to provide the flexibility of Airbnb with the reliability of hotels brands which manage their hotels. It growths becoming a company with 180 hotels and 9,400 rooms…until  it had gone bankrupt.
The Business Model focused on service was to offer the freedom of apartments with the service of a Hotel (we study something similar with Bemate, Remember?). 
Another important point was to offer a seamless mobile experience …all at your fingertips!
All seems good until 2024 where some problems began to appear and looking for being more profitable, they make a deal with Marriot International. All good UNTIL you have to integrate the Technological scheme of an SartUp with the legacy system in the hotel industry (always two hands, Remember?)
“the failure highlights the challenges of integrating with legacy systems in the hotel industry, where technology and operations must align seamlessly to deliver value.”!

I tried to summarize OUR ideas with this Tweet! 

Do I have to say again that we have to define and try to seduce specialized segments defined by Chip Conley’s pyramid, Butterfly Strategy and Long Tail?
Do I have to say again that we have to control the chain of value (YES, copyologists…different Tourists…different chain of value!!!)?
Do I have to say again that you have to learn to code?
We need a new kind of Managers/Leaders! People able to visualize and implement new ways of increasing profitability for Tourism enterprises from INSIDE Tourism’s Business Models!!! 
People? Touristologists!!!