Whimsical, over-the-top storytelling is one way some brands are overcoming bland corporate messaging - and creating a new sense of authenticity.

There was a time when all hotels started to look alike, desperate to offer that soothing, neutral sense of opulence, but now true luxury is setting yourself apart, and embedding yourself in your destination.

How hospitality industry trends like hyper-personalisation can help boutique brands stand out in a competitive market.