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For the founder of Hotel Weekend, Natalia Swarz her approach to travel doesn't only revolve around what they're doing or the way they travel however, it is a set of guidelines that guide their travels. Going the Hotel Weekend way means taking the time to travel at a slower and more deliberate pace. It's about taking note of "what you feel like from the moment you enter the hotel room, and discovering something new, when the pace isn't rushed," Natalia says.

The growth of a lifestyle brand to an business

"I wanted to create an identity which could refer to any thing: a website, book, cafe, clothing, whatever you could think of," Natalia says. But she keeps her customers first before she makes any decision about the brand. "We would like to make it straightforward and not get too snoopy," she adds. "There's an incredible amount of care and attention that goes into each mailer, each product designed and distributed and each piece of content that we create for our users. It's crucial that our members are able to feel that they can trust the communications we send out that there's an actual woman behind this campaign."

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