For hotels

What DNA Hotels is

DNA Hotels is a curated collection of independent hotels, selected for clarity of vision rather than scale, and for meaning rather than visibility.

Each hotel in the collection is chosen because it expresses something specific — a sense of place, authorship, intent, or atmosphere — and because it resists becoming generic.

DNA Hotels has never been about volume.
It has always been about recognition.

Why DNA Hotels exists

Travel discovery is changing.

Where guests once compared long lists of options, discovery is increasingly shaped by systems that interpret, filter, and recommend — often before a guest ever sees a full range of choices.

In that environment, being everywhere matters less than being clearly understood.

Hotels that know who they are, who they are for, and why they exist become easier to recommend — by people, and increasingly by AI-driven discovery systems.
Hotels that rely on generic language or one-size-fits-all positioning risk being flattened, even when quality is high.

DNA Hotels exists to work precisely at that level:
clarity before visibility.

What we stand for

DNA Hotels stands for:

• Authorship
  Hotels shaped by real people, not formulas.

• Clarity
  A clear sense of identity, intent, and audience.

• Place
  Hotels that belong where they are, culturally and architecturally.

• Meaning over scale
  We value depth, not reach.

• Long-term relevance
  Not trends, not tactics, but coherence over time.

We believe that what makes a hotel special should not be diluted in order to be discovered.

What DNA Hotels is not

DNA Hotels is not:

• an OTA

• a booking platform

• a performance channel

• a ranking or “best of” list

• a volume-driven catalogue

We do not promise bookings, traffic, or growth.
That is not our role.

Our role is curation, context, and continuity.

How we work with hotels

DNA Hotels works with a small number of hotels on a membership basis.

Membership reflects alignment rather than promotion. It allows us to remain independent, selective, and consistent — and to build relationships over time rather than transactional placements.

Inclusion goes beyond being listed. It reflects a shared interest in:

• clarity of positioning

• being understood rather than compared

• remaining meaningful as discovery evolves

We work quietly and deliberately, and conversations usually start with fit — not with features.

For whom DNA Hotels makes sense

DNA Hotels tends to resonate with hotels that:

• are independently owned or founder-led

• have a strong sense of authorship or intent

• care about how they are understood, not just where they appear

• see AI-driven discovery as a structural shift, not a passing trend

It may be less relevant if exposure, scale, or performance metrics are the primary goal.

A conversation, not an application

We don’t believe in application forms or automated onboarding.

If you feel that DNA Hotels reflects how you think about your hotel — and where discovery is heading — the right next step is simply a conversation.

No pressure.
No pitch.

Just an exchange of perspectives.

Start a conversation