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Hotel Hype Is Mostly Blather and B.S.

Although you might think that wine blather has the highest percentage of B.S. in various media, hotel blather is mounting a stiff challenge. Yes, this is a rant, and not my usual focus. But every once in a while I get to rant a bit. And the focus of a recent press release about a new hotel in Las Vegas seemed particularly outrageous. Among the statements:

"never before seen Las Vegas experience creating an intimate urban resort"

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"redefine the boutique hotel experience"

"ultimate in VIP treatment and unique social experiences"

"iconic style will completely reimagine the hotel experience"

"ultra-lounge"

"casino providing a unique upscale energy"

"discrete [sic] underground and intimate vibe" (I think they meant "discreet")

"a completely unique upscale lifestyle experience"

Honestly, can anyone tell me what useful information any of those eight statements actually convey? Fat lot of good those do for you. What you really want to know about a hotel is room size and amenities, what sort of bathroom you get, how much it costs, and such. I didn't omit that stuff from the release—none of that real information was to be found. Overall, I'd say that the ratio of B.S. to useful information in this release is about 100-to-1.

What consumers need is lots of useful information, not blather. But blather seems to be the commodity du jour with hotel claims. Feh!

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