What does brand really mean in hospitality in 2025?
In this English episode of LOBBY Talks, I’m joined by Omar Boubess, founder of Studio Circa and Heni restaurant co-owner, calling in from Canada.
We go deep into the foundations: not logos, not moodboards but the real mechanics of building a hospitality brand that holds, guides decisions, and creates a clear guest perception.
We talk about:
why concept comes before design (and why most projects do it backwards)
brand as a strategic compass, not a visual layer
the real definition of brand: perception in the guest’s mind
how to build desire before the stay (not just sell rooms)
passion vs “executive hospitality”: when it helps, when it hurts
partnerships, media, community: how brands extend beyond the property
and the tricky question everyone asks: what’s the ROI of branding?
If you’re building a hotel, a restaurant, or a hospitality concept, this is the real-world version, not the pretty one.
Welcome to LOBBY Talks.
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