If you read my last post, you could be forgiven for thinking this whole trip was just... "Let's get in the car, drive around Europe and see what happens." I wish. The reality was almost the complete opposite. This has probably been the most complicated logistical challenge I have ever taken on. That might sound dramatic. It isn't. The planning alone took at least two weeks before we even left. This is roughly what that looked like: 1. Decide which cities were actually worth v

We have now finished 10 days on the road. What. A. Trip. This started as a work trip. A slightly unhinged plan to drive across Europe, visit as many hotels as possible, collect ideas, ask questions, take hundreds of notes, and somehow turn it all into something useful. And somehow... We actually did it. But somewhere between the hotel visits, 50+ hours in the car, sleeping at gas stations, getting threatened with the police, questionable parking decisions, and complete exhaus

While I've been on the "trip of a lifetime," I've also been working on something that has turned out to be WAY harder than I expected: getting in contact with Strawberry. Or more specifically... Getting in contact with Petter Stordalen. As mentioned earlier in this project, my first attempt was completely unsuccessful. But, in hindsight, also quite funny. I decided I would simply turn up at the office and pitch the project directly. A completely normal thing to do. Very calm.

For the last couple of days, I have been slightly abusing AI tools by photoshopping myself and my friends into increasingly unnecessary situations. I originally discovered how terrifyingly good these tools have gotten because one of my friends was using them to add attractive girls into his photos. Which, honestly, might be the most accurate summary of technological progress in 2026. Humanity has spent billions developing artificial intelligence. We can detect diseases. We ca

THE PROJECT: The idea is simple. Travel across Europe. Visit some of the most interesting hotels I can find. Look for the tiny details, creative ideas and service moments that make them impossible to forget. Then use all of that as inspiration to come up with ideas of my own. The goal is not to become a hotel expert. It is to train my creativity, take initiative, challenge myself, and learn how some of the world’s most customer-focused businesses turn tiny details into memora

Going into this summer, I assumed I would do one project. You know… like a normal person. Then I thought about it slightly too much, which historically has never caused any problems for me whatsoever, and somehow decided to do two. Considering I barely survived doing one project last summer, this may not be the strongest strategic decision I have ever made. But here we are. Last summer, JunesJune started with a question about AI and consulting. I sent handwritten letters to e