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for the person who founded the Hotel Weekend, Natalia Swarz her travel philosophy doesn't solely revolve around the things they're doing and how they travel however, it includes a set guidelines that govern their travels. Following the Hotel Weekend way means taking the time to travel in an esoteric and slower pace. The idea is to take note of "what you're feeling from when you first enter your hotel, to noticing things that are new when there's no rush," Natalia says.

The development of a lifestyle brand's popularity to be a business

"I wanted to create an identity which could refer to whatever you want such as a book, website café, clothes or anything else you can think of," Natalia says. But she keeps her customers in mind before making any choice about the identity. "We would like to make easy and not become overly snobby," she adds. "There's an immense level of attention and care which goes into every mailer, each product designed and distributed and each item we make for our members. It's essential that members are able to feel that they're able to trust that the messages we distribute that there's an actual woman behind this campaign."

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