🎙️ Episode Drop Tomorrow: “Contrarian Capital” with Mit Shah
Mit Shah, founder & CEO of Noble Investment Group, joins me for one of the most compelling conversations we’ve ever had — spanning capital flows, AI’s role in value creation, and how he reads the next decade of hospitality. If you’ve ever wondered what separates the few who own cycles from those who merely ride them, this episode is a masterclass.
“The future of hospitality won’t be decided by brands — it’ll be decided by who controls the data and who knows how to use it.” — Mit Shah, founder of Noble
🏨 Soft Brands: The Future or Just Softer Edges?
In my recent solo episode, I argued that soft brands are no longer niche — they’re the new default strategy for the majors. As I said in the episode:
“Consumers want unique experiences — but they also want points. Soft brands are the loyalty program’s Trojan horse.”
We’re now watching the majors chase that formula:
Hilton’s Outset targets the upper-midscale traveler craving boutique design without losing Hilton Honors access.
→ Read the CoStar coverageIHG’s Ruby enters the urban micro market — smart design, small footprint, global scalability.
→ IHG’s announcementWyndham’s Dazzler expansion brings lifestyle cues to the economy tier, signaling that “design-forward” no longer means “expensive.”
→ More from CoStar
As I said in the pod — this is a distribution play disguised as design innovation. The majors are protecting their loyalty ecosystems while pretending to go indie.
🔮 What’s Next
Tomorrow, Not Done drops my conversation with Mit Shah, and it’s not just about hotels — it’s about power, people, and how the next decade will separate those who adapt from those who fade.
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