https://www.incrementalist.net/insights daily 0.75 2026-02-24 https://www.incrementalist.net/insights/nwbnir2oxvypw2tpbbpd1bd62hmn5j monthly 0.5 2026-02-24 https://images.squarespace-cdn.com/content/v1/69287524a09cfc4fb38ab8b9/6719ff58-94dd-4e53-be4c-1a6bc5852380/Incrementalist+brief.png Insights - The Incrementalist Brief The hospitality industry has spent the last few years speaking in the language of recovery. Buzzwords and triggering phrases might include: Occupancy. Staffing gaps. Inflation. "Getting back to normal." This week, normal left the building. Between the BLLA Conference and the launch of Hospitality Net's HN2026 platform, the conversation has shifted from fixing the past to mapping the unknown. The hot phrase circulating in leadership circles is Terra Incognita, meaning "uncharted territory". It is a useful concept, because it forces independent hotels to confront something slightly uncomfortable: the old playbook is not coming back, and copying the big-box model was never going to be the long-term answer anyway. https://www.incrementalist.net/insights/the-mission-refined monthly 0.5 2026-02-16 https://images.squarespace-cdn.com/content/v1/69287524a09cfc4fb38ab8b9/f39835a4-c572-4a2f-847d-6a4e5e84792f/article+image+founder+%281%29.png Insights - The Mission, Refined - Time has flown. Even though it feels like yesterday, it was just a couple of months ago that I published a letter on this site explaining why Incrementalist exists. It traced the thread from my media and marketing career through to hospitality, connecting the dots between brand strategy, cultural relevance, and the guest experience. I meant every word of it, and I still do. But a huge amount has happened since the publication of that letter. As the thinking has progressed, the mission itself has crystallised. And what was once a broad enthusiasm for helping hotels improve has narrowed into something much more precise and, I believe, far more useful. So, this is an update of sorts. 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