The Most Ambitious Hotels to Open Around the World in 2025

The travel industry has a problem with words. Walk through any luxury hotel conference, and you’ll hear the same ones lobbed around like currency: “authentic,” “experiential,” “transformative.” Marketing teams deploy them with the confidence of people who’ve never actually stayed anywhere transformative. The couples booking their anniversary trips debate them endlessly—she wants “authentic,” he wants “comfortable,” they both say “experience” like it’s something you can order from room service.