Skip to content
MarketScale
‹ Back to IndustriesHospitality

Inspiring Hospitality Leaders By Supporting Guests

Driven by consumer desires for new experiences, innovative technologies, and environmental impacts – travel is changing. Host Sarah Dandashy explores the technologies that power travel and the brands that build unforgettable experiences.   Is it possible to improve and enhance the guest experience during a pandemic? Yes, with the right mindset and creativity. Talking about this subject…

This story was produced through MarketScale. See how Hospitality teams put it to work with Executive Thought Leadership.

Share

Get featured

Want to get featured in MarketScale Hospitality?

Create a free MarketScale workspace and get your company's expertise featured across our Hospitality coverage. No credit card, no demo required.

Request an invite

Driven by consumer desires for new experiences, innovative technologies, and environmental impacts – travel is changing. Host Sarah Dandashy explores the technologies that power travel and the brands that build unforgettable experiences.

Is it possible to improve and enhance the guest experience during a pandemic? Yes, with the right mindset and creativity. Talking about this subject today, Say Yes to Travel host Sarah Dandashy welcomed her former colleague, Jeff Kulek. Kulek is the Area Vice President and General Manager of The London West Hollywood. He has over 30 years of hotel experience and shared his story of reimaging the guest experience.

Kulek had Hollywood dreams, but when he didn’t catch a big break, he found a new one—working in hospitality. “In hospitality, you are on stage and want to put on a great show. I love interactions with people.”

“I didn’t want accolades, just wanted to throw a pebble into a pond and watch the ripples, to make the world a better place.” – Jeff Kulek

Kulek’s love of people became even more important during the pandemic. The hotel never closed. “We wanted to be available to guests and see how we could help.” They hosted essential business travelers, healthcare workers, and patients.

In November of 2020, LA was back on lockdown, and Kulek was worried and knew he needed to keep motivating staff. “I had to be a change agent and work toward getting everyone in the mindset to provide great service and care for one another.”

Kulek wanted to get back into interactions, so he moved his desk to the lobby. He spoke with every guest, hearing their stories, filled with both hope and sadness. He and his team began to do little, unique things for guests, from special gifts to a penthouse giveaway for a couple unable to afford a honeymoon.

Kulek began to share the tale of the newlyweds and others on his LinkedIn profile to inspire other hospitality workers. He went viral, and publications began to print stories about the hotel’s ability to serve guests in new ways. “I didn’t want accolades, just wanted to throw a pebble into a pond and watch the ripples, to make the world a better place.”

Say Yes To Travel has a New Episode Every Thursday!

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale

Facebook – facebook.com/marketscale

LinkedIn – linkedin.com/company/marketscale

Your experts belong here

Every story in MarketScale Hospitality starts with a company putting its general managers, operations leads, and brand teams on the record. Buyers are already reading this topic. The only question is whose experts they find.

Owners and operators buy from people who understand the property, and your teams prove it in their own words.

Get your team featuredSee how it works15 minutes, straight to a calendar.

Follow Hospitality Insights

Get new expert content in your inbox.

Hospitality: are you visible to AI?

Before they reach out, Hospitality buyers ask AI engines which vendors to trust. See how AI describes your company today, and where competitors show up instead.

Free workspace

You just read one Hospitality expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your general managers, operations leads, and brand teams into the articles, video, and social content Hospitality buyers are searching for. Create a free workspace and see it with your own people. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale Studio workspace
One video edit a month, on us
AI writing, editing, and publishing tools
In-platform coaching to learn the system

More Hospitality Insights

Hotel tech rollouts are now a change-management project first, a software project second

Hotel tech rollouts are now a change-management project first, a software project second

Hotel technology implementations are increasingly driven by change management strategies rather than simply software development. Emphasizing deflagging and front-desk adoption can significantly impact hotel technology ROI. This approach requires careful planning and integration to be successful.

  • 01Change management is crucial in hotel tech rollouts for achieving ROI.
  • 02Deflagging and front-desk adoption are central to successful tech integration.

Aug 24, 2026

BWH Hotels is turning Aiden into a repeatable adaptive-reuse playbook, with 58 hotels open and 20-plus in development

BWH Hotels is turning Aiden into a repeatable adaptive-reuse playbook, with 58 hotels open and 20-plus in development

BWH Hotels is expanding its boutique brand, Aiden, with 58 operational hotels and more than 20 additional properties in development. This includes an innovative office-to-hotel conversion project, showcasing the brand's adaptive-reuse strategy. The Aiden brand exemplifies BWH Hotels' adaptability in leveraging existing structures for hospitality purposes.

  • 01BWH Hotels' Aiden brand has expanded to 58 hotels globally.
  • 02More than 20 Aiden hotels are currently in development.
  • 03Aiden's strategy includes converting office spaces into hotels.

Aug 24, 2026

Aiden reaches 58 hotels worldwide as BWH Hotels lines up 20-plus projects, a signal that boutique development has become a repeatable brand play

Aiden reaches 58 hotels worldwide as BWH Hotels lines up 20-plus projects, a signal that boutique development has become a repeatable brand play

BWH Hotels' Aiden boutique brand has expanded to 58 hotels globally, with over 20 projects in the pipeline. The brand's growth strategy focuses on conversion-ready specifications and leveraging brand loyalty. This approach indicates the emerging trend of repeatable brand plays in boutique hotel development.

  • 01BWH Hotels' Aiden brand now comprises 58 hotels worldwide.
  • 02There are more than 20 Aiden projects currently in development.
  • 03The brand's growth strategy emphasizes conversion-ready specifications.

Aug 23, 2026

Explore More Hospitality Insights

Read more expert perspectives from across Hospitality.

Browse Hospitality Hub

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Hospitality and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512