THE LOBBY LETTER
Creative hospitality for people who build places with soul.
A weekly editorial read by thousands of founders, hoteliers, operators, and designers.
Short, honest, sharp.
A letter that gives you the tools to build better.
No spam. No fluff. Just clarity.
Hospitality is changing. You need a point of view.
Independent hotels, new concepts, and design-led destinations are booming.
But the knowledge is scattered, outdated, or locked behind agencies and consultants.
The LOBBY Letter exists to make creative hospitality accessible, practical, and inspiring, every week.
1.
Ideas that move you forward
Short weekly reflections on indie hospitality and the culture of place-making.
2.
Tools you can use
Frameworks, methods, and strategic thinking from real hotel & brand building.
3.
A clear voice in a noisy industry
No trends. No fluff. No press releases. Just clarity.
WHAT YOU GET WITH LOBBYLETTER+
Weekly deep dives
Long-form strategy, brand thinking, and field notes.
And get access to every Letter ever written. A library for builders.
Private maps of places with identity and story.
Talks and replays with hoteliers, founders, and creatives.
Our team negociated a bunch of perks on software, hotel night rates, hospitality products etc… And we can tell you, this is great stuff
We run online and events worlwide each year. Get priority access to them
For the ones actually building.
Letter+ gives you the thinking. Founding Membership gives you the room.
This isn’t more articles. It’s access — to the work, to the people doing it, and to me. A small circle of operators, founders, and place-builders who’d rather talk shop with each other than read another trend report.
We’re keeping it small on purpose. 30 seats. Once they’re gone, they’re gone.
What’s inside:
A seat at the quarterly LOBBY Session. Four times a year, we get on a call. You bring what you’re stuck on — a concept, a menu, an identity, a room that isn’t working — and we open it up together. No slides. Just the kind of conversation that usually costs a consulting day.
One review of your place, every year. Send me your project — your space, your brand, your website, your offer — and I’ll give it the same eye I bring to LOBBY’s own work. One honest read. Most members say this alone pays for the year.
The private operators’ channel. The room indie hospitality has been missing. Drop your hardest current problem, share what’s working, find the people who become collaborators, guests, and future case studies. The value here isn’t me — it’s who’s in the room with you.
Field reports from inside LOBBY. What we’re actually building at The Sonic Pines, Autofficina, Frank’s Market — what worked, what broke, the real numbers, the decisions behind the design. Not the polished version. The operator’s cut.
The full LOBBY Compass. Every framework, method, and playbook we use to build places — yours to keep and apply.
Priority and member rates on every LOBBY event. Including the things we only open to Founding Members.
Premium perks. The good stuff our team negotiated — software, hotel rates, hospitality products. For most members, the perks alone cover the membership.
180€ / year 30 seats. Founding rate, locked for life.
The deeper layer for builders.
Letter+ is where we go further, long-form essays, frameworks, business insights, destination curation, and behind-the-scenes of LOBBY Studio and Living Laboratory.
6€ / month
60€/ YEAR
Give a try to the free version
Why +1500 of readers trust the Letter.
Written by Kevin Le Goff
Founder of LOBBY, a creative hospitality studio shaping brands, hotels, F&B concepts, and destinations around the world.
Kevin writes the Letter with the same energy he builds places:
clarity, craft, story, and the pursuit of soul.
FAQ
The LOBBY Letter is a weekly editorial about creative hospitality, written by Kevin Le Goff.
It mixes ideas, strategies, stories from the field, and reflections on how to build places with soul.
Short. Clear. Honest.
Letter+ is the extended, paid version of the Letter.
It gives you access to deeper content: weekly long-form analysis, frameworks, the full archive, the DESTINATIONS map, Journal Sessions, and behind-the-scenes from LOBBY Studio and Living Laboratory.
It’s built for people who want more than inspiration.
It’s for people who are building.
The free Letter shares one strong idea each week.
Letter+ takes you into the engine room:
deep dives (3–6x longer than the free letter)
strategic frameworks
playbooks you can use immediately
Perks & Advantages
Exclusive LOBBY Talks Episodes
access to every past edition
Access to our events
curated destinations and hospitality inspiration
If the free Letter is the spark, Letter+ is the fire.
For hoteliers, future hoteliers, designers, architects, brand builders, operators, restaurateurs, F&B founders, hospitality students, house renovators, creative entrepreneurs, and anyone building places with identity.
Beginner or experienced, it works for both.
If you’re curious and want to think deeper about hospitality, you belong here.
Yes.
The Letter isn’t just about hotels.
It’s about creativity, brand building, design, experience, and entrepreneurship.
People in design, real estate, architecture, F&B, retail, and even tech read it every week.
Yes.
We simplified everything.
No community management.
No membership structure.
No friction.
Just one clean editorial product:
LOBBY Letter (free) + LOBBY Letter+ (paid).
More value, less complexity.
Yes.
The full archive is included.
Every deep dive, every framework, every learning from years of building brands, hotels, and spaces.
It becomes a personal library of hospitality insight.
Once a week.
Same rhythm as the free Letter, just deeper, longer, and richer.
Plus occasional bonus Sessions, frameworks, and drops.
If you’re building a hotel, a house, a restaurant, a café, a brand, or a place of any kind. Letter+ will save you time, money, mistakes, and confusion.
Most readers say a single deep dive or framework already pays for the subscription.
English.
To make the LOBBY vision global and accessible.
(But with that unmistakable Kevin vibe.)
Just your email.
Join the free Letter or subscribe to Letter+ and you’ll receive your first edition on the next publishing day.