<p>What does brand really mean in hospitality in 2025?</p><p>In this English episode of <b>LOBBY Talks</b>, I’m joined by <b>Omar Boubess</b>, founder of <b>Studio Circa</b> and Heni restaurant <b><em>co</em></b>-<b><em>owner,</em></b> calling in from Canada.</p><p>We go deep into the foundations: not logos, not moodboards but the real mechanics of building a hospitality brand that <b>holds</b>, guides decisions, and creates a clear guest perception.</p><p>We talk about:</p><ul><li><p>why <b>concept comes before design</b> (and why most projects do it backwards)</p></li><li><p>brand as a <b>strategic compass</b>, not a visual layer</p></li><li><p>the real definition of brand: <b>perception in the guest’s mind</b></p></li><li><p>how to build desire <em>before</em> the stay (not just sell rooms)</p></li><li><p>passion vs “executive hospitality”: when it helps, when it hurts</p></li><li><p>partnerships, media, community: how brands extend beyond the property</p></li><li><p>and the tricky question everyone asks: <b>what’s the ROI of branding?</b></p></li></ul><p>If you’re building a hotel, a restaurant, or a hospitality concept, this is the <b>real-world version</b>, not the pretty one.</p><p>Welcome to <b>LOBBY Talks</b>.</p><br/><p>Hébergé par Ausha. Visitez <a href="https://ausha.co/politique-de-confidentialite">ausha.co/politique-de-confidentialite</a> pour plus d'informations.</p> <br/><br/>Get full access to LOBBY Letter at <a href="https://lobbyletter.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_4">lobbyletter.substack.com/subscribe</a>