In this episode, Lily Wecker, CEO of Aethos, shares how her teams break hotel brand standards to deliver a feeling rather than a checklist. You'll hear why one property has no TVs in the rooms, why she tells front desk teams to observe guests instead of predicting what they want, and how a GM in Sardinia turned beach rocks into welcome-card holders.

This conversation is hosted by our innovation correspondent Matthias Huettebraeuker.

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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands