White Lotus in Saint-Tropez, Soho House in Trouble, Aman’s Next Move… and Marriott’s Rosewood Rumor

The guys break down the biggest stories sharing hospitality this week: White Lotus goes to Saint-Tropez: Reports say Season 4 will film at Hôtel de Paris Saint-Tropez. The guys talk about why the show turns hotels into cultural characters — and what a smart property should do right now to build demand before the season even airs. Soho House deal drama: Skift reports MCR can’t fund its $200M commitment to take Soho House private. The guys unpack what this says about capital getting tighter — and whether lifestyle club brands are harder to scale when investors get disciplined. Aman’s next chess move: Skift points to signs Aman may be launching a third brand, “Atma,” positioned between ultra-luxury Aman and a more lifestyle tier. The guys dig into what segmentation (instead of dilution) signals about where luxury demand is headed. Rumor Corner — Marriott x Rosewood?! A viral FlyerTalk thread sparks speculation about a potential acquisition. It’s unconfirmed — but the guys game out what it could mean for luxury’s competitive landscape if it’s even close to real. This Week in Hospitality is presented to you by Journey. Journey is a loyalty platform built specifically for independent boutique hotels and high-touch hospitality brands. Our mission is to give operators the same powerful rewards engine, data intelligence, and guest insights that major chains rely on — without asking them to give up the individuality, soul, or story that makes their property extraordinary. If you’re an owner or operator of an extraordinary, independently owned and operated hotel or residence — and you want to see whether your property is a fit for the Journey Alliance — you can learn more and apply at alliance.journey.com.   Key Topics & Timestamps 00:00 — Intro 04:09 — Story #1: White Lotus Heads to the Hôtel du Cap (and Hotels Confuse Visibility with Value) 20:29 — Story #2: MCR Can’t Fund the Soho House Take-Private (and the “Belonging” Problem) 35:41 — Story #3: Aman’s Quiet Expansion: A Third Brand Between Ultra-Luxury and Lifestyle 47:36 — Rumorville 56:27 — Spice of the Week   Your Hosts: Zach Busekrus — Journey LinkedIn: https://www.linkedin.com/in/zachbusekrus/ Instagram: https://www.instagram.com/behindthestays/  Scott Eddy — Global Travel & Hospitality Expert @MrScottEddy LinkedIn: https://www.linkedin.com/in/mrscotteddy/ Instagram: https://www.instagram.com/mrscotteddy/ Ben Wolff — Founder of Onera & Oasi LinkedIn: https://www.linkedin.com/in/ben-wolff/ Instagram: https://www.instagram.com/uniquestaysguy/ Edwin Kramer — Luxury Hotelier Consultant & Former GM LinkedIn: https://www.linkedin.com/in/edwinckramer/ Instagram: https://www.instagram.com/edwinkramer/