Xhibition
In our ninth edition of Cultivating Conversations we spoke to Nestor Baeza, one of the founding members of Xhibition, a global PR agency with deep roots in the hospitality industry. Deeply dialed into the travel scene, Nestor shares his predictions for travel trends post pandemic and highlights what makes a hotel great (hint, it's not a Michelin star).
Photo Credit: Dunton Hot Springs
AS A GLOBAL AGENCY, DO YOU KEEP YOUR FINGER ON THE PULSE OF TRENDS ACROSS THE WORLD?
Xhibition is a boutique agency with a global footprint and our team members are located in New York, Tel Aviv, and London.
“Our work requires us to be in the know in all major international markets.”
Not only as consumers of local and regional media but also as distillers and catalysts of trends. As a firm, we subscribe to an array of international media (in and out of our areas of expertise) to see what is already out there or where we see gaps in coverage. Our most valuable tool though is our vast network of writers, editors, and personalities around the globe, who themselves are identifying what's new, next, and nonexistent. We are in constant communication with them to pitch stories, provide intel, or serve as a sounding board for ideas.
Photo Credit: Dunton Hot Springs
WHAT DO YOU LOOK FOR WHEN CRAFTING A COMPELLING STORY FOR YOUR CLIENTS?
“We look at the most unique aspects of their business that makes them stand out from their colleagues in the industry.”
We evaluate the best way and most effective platform to tell that story and then we go to work. Sometimes, it's as simple as identifying the right writer that makes a difference between a front-of-book mention or a beautifully written multi-page feature that conveys the story we are attempting to tell.
Photo Credit: Dunton Hot Springs
HOW DO YOUR CLIENTS MAKE AN IMPACT WITH SUSTAINABILITY EFFORTS?
Sustainability and travel go hand-in-hand, and though it's a little more expected and on-trend these days, there are established companies who made sustainability a part of their core values from their inception.
“One such example is Dunton Hot Springs, Colorado, located in the heart of the San Juan Mountains.”
Dunton Hot Springs is an old 1900s ghost town, which was transformed into a destination resort. Known for its incredible and remote location, meticulously prepared seasonal cuisine, and its namesake natural hot springs, the hotel features 12 luxury original log cabins (and one luxury tent), each hand-built and lovingly restored.
The perfect place to soak up all that nature has to offer, Dunton implements sustainable initiatives throughout its operations. From innovative closed-loop kitchen systems to using electricity generated by 100% renewable energy and making their own dairy products to cut down on waste and plastics.
“Dunton is committed to improving its use of resources while simultaneously offering the highest level of hospitality and service.”
Dunton has also partnered with the National Forest Foundation (NFF) to plant 25,000 trees in Colorado. The initiative assists reforestation efforts in the neighboring Grand Mesa, Uncompahgre, and Gunnison National Forests and will assist in sequestering approximately 12,500 tons of CO2 in the trees' lifetimes. The partnership – which will offset five years' worth of guest and staff travel to Dunton Destinations – including Dunton Hot Springs, Dunton Town House, and Dunton River Camp – underscores Dunton Destinations' commitment to fighting climate change, conserving wildlife habitats, and championing environmental sustainability.
Photo Credit: Dunton Hot Springs
HAVE YOU SEEN SUSTAINABILITY EFFORTS IN THE HOSPITALITY
INDUSTRY CHANGE THROUGHOUT THE PAST YEAR?
The past year has been a little "weird" in terms of sustainable practices. In some instances, companies had to prioritize safety over sustainable practices and we've seen the sad return of single-use plastics.
The last year, though, has also given companies and tourism entities the chance to re-evaluate what sustainability means and how to address some of the issues that plagued the industry, like overtourism.
“This has given rise to the next buzz term of "regenerative travel" and leaving a place better than you found.”
Photo Credit: Bushman Plains Photos
HOW DO YOU PREDICT TRAVEL WILL CHANGE AS A RESULT OF THE PANDEMIC?
In the short term, the largest trend will be Americans traveling wherever they are allowed in first. Greece and Italy are having a moment right now, with my social media feeds inundated by posts from those two destinations. A lot of these trips that would have been booked way in advance, will be booked with a very short lead time for fear of borders closing or covid cases spiking.
“We are also seeing a renewed focus on the great outdoors, and mental and physical wellness offerings.”
Villas and freestanding, family-friendly accommodations are at a premium since most people are looking to make up for lost milestone events and family time.
Photo Credit: Bushman Plains Photos
WHAT MAKES A HOTEL EXPERIENCE STAND OUT AMONG THE REST, IN YOUR OPINION?
Once you look beyond the expected (a great bed, clean rooms, etc.) service can take an "average" hotel and transform it into a five-star experience. You don't need the Michelin stars or over the top amenities to create a fan for life.
“All you need is an approach to service that is intuitive, personal, and genuine.”
Photo Credit: TWA Hotel/David Mitchell
WHO DO YOU THINK IS DOING REALLY EXCITING WORK IN THE HOSPITALITY INDUSTRY?
I love Hoshino Resorts and their approach to hospitality in Japan. The way they craft a rich cultural experience combined with the most beautiful hotels and locations is inspiring.
I am also a fan of Brown Hotels and their model of entering a market with an array of hotels all at once to accommodate everything from a young design-savvy traveler, to a more luxury-focused consumer. Their expansion from Israel into Greece is one of the most exciting things happening this summer. I know I am biased but I love what MCR has done in New York City with The High Line Hotel and the TWA Hotel at JFK.
“The way they preserve and create truly awesome travel experiences out of architecture icons is incredible. A cocktail bar inside a vintage plane at JFK...what?!”
Photo Credit: Eric Laignel
WHAT’S NEXT FOR XHIBITION?
With travel slowly reopening, Xhibition is expanding its client roster in Europe and Southern Africa. We are also growing our lifestyle, architecture, and spirits practices, which thankfully have done very well since the pandemic hit. We are also looking at potentially adding another office in the Middle East as head into 2022!
Photo Credit: TWA Hotel/David Mitchell