EPISODE · Dec 4, 2025 · 41 MIN
Inside Soul Community Planet, the Hotel Brand Betting on Conscious Travel
from The Skift Travel Podcast · host Skift
On this episode of the Skift Travel Podcast, hosts Sarah Kopit and Seth Borko sit down with Ken Cruse, CEO and Co-Founder of Soul Community Planet, one of hospitality’s most unconventional emerging brands. Cruse, whose background spans Marriott, Host Hotels, and Sunstone Hotel Investors, walks us through why he left the traditional hotel playbook behind to build a vertically integrated company centered on conscious living. Ken breaks down the philosophy that drove SCP’s creation, from its biophilic design and wellness-driven experiences to its “fair trade pricing” model that lets guests decide what they believe their stay was worth. He also talks candidly about the inefficiencies he sees across the industry, how AI and automation are reshaping hotel operations, the surprising demographics of the so-called “mindful traveler,” and how SCP raised 210 million dollars in venture capital for an asset-heavy hospitality concept. If you want a fresh perspective on what the next generation of hospitality brands might look like, why premium pricing doesn’t scare off today’s traveler, or how a hotel can blend community, wellness, and sustainability without losing financial discipline, this conversation offers a rare inside look. This episode is brought to you by Amazon! To learn more, go to advertising.amazon.com Connect with Skift: LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.
What this episode covers
On this episode of the Skift Travel Podcast, hosts Sarah Kopit and Seth Borko sit down with Ken Cruse, CEO and Co-Founder of Soul Community Planet, one of hospitality’s most unconventional emerging brands. Cruse, whose background spans Marriott, Host Hotels, and Sunstone Hotel Investors, walks us through why he left the traditional hotel playbook behind to build a vertically integrated company centered on conscious living. Ken breaks down the philosophy that drove SCP’s creation, from its biophilic design and wellness-driven experiences to its “fair trade pricing” model that lets guests decide what they believe their stay was worth. He also talks candidly about the inefficiencies he sees across the industry, how AI and automation are reshaping hotel operations, the surprising demographics of the so-called “mindful traveler,” and how SCP raised 210 million dollars in venture capital for an asset-heavy hospitality concept. If you want a fresh perspective on what the next generation of hospitality brands might look like, why premium pricing doesn’t scare off today’s traveler, or how a hotel can blend community, wellness, and sustainability without losing financial discipline, this conversation offers a rare inside look. This episode is brought to you by Amazon! To learn more, go to advertising.amazon.com Connect with Skift: LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.
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Inside Soul Community Planet, the Hotel Brand Betting on Conscious Travel
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