LOBBY Letter
Creative hospitality · Weekly
Creative hospitality for people who build places with soul.
A weekly editorial read by more than 2,000 founders, hoteliers, operators, and designers. Short, honest, sharp. One new conversation every Tuesday.
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 But the knowledge is scattered, outdated, or locked behind agencies and consultants.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.
Ideas that move you forward
Short weekly reflections on indie hospitality and the culture of place-making.
Tools you can use
Frameworks, methods, and strategic thinking from real hotel & brand building.
A clear voice in a noisy industry
No trends. No fluff. No press releases. Just clarity.
Letter+
The deeper layer for builders. Long-form essays, frameworks, business insights, destination curation, and behind-the-scenes of LOBBY Studio and Living Laboratory.
Extended LETTER & Archives
Weekly deep dives. Long-form strategy, brand thinking, and field notes. And get access to every Letter ever written. A library for builders.
Destinations Maps curated by LOBBY
Private maps of places with identity and story.
Exclusive LOBBY Talks episodes
Talks and replays with hoteliers, founders, and creatives.
Perks & Advantages
Our team negotiated a bunch of perks on software, hotel night rates, hospitality products etc… And we can tell you, this is great stuff.
Exclusive Events
We run online and events worldwide each year. Get priority access to them.
From the publication
Read the latest.
Why readers trust the Letter.
“The weekly spark I needed as we build our hotel.”
“The only hospitality content that feels human and strategic.”
“Letter+ paid for itself in ten days.”
“The only hospitality newsletter that actually helps you build something.”
“Kevin writes what everyone else in the industry is too scared to say.”
“It feels like having a creative director whispering strategy in your ear every Tuesday morning.”
“No buzzwords, no trends. Just the truth about what makes a place unforgettable.”
“It’s the most valuable thing in my inbox, week after week.”
From the desk of 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.
The Letter FAQ
01What exactly is the LOBBY Letter?
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.
02What is Letter+?
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.
03How is Letter+ different from the free Letter?
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.
04Who is this for?
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.
05I’m not a hotelier. Is it still relevant?
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.
06Is this replacing the old LOBBY Members Club?
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.
07Do I get access to past Letters if I subscribe to Letter+?
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.
08How often do I receive Letter+ content?
Once a week. Same rhythm as the free Letter, just deeper, longer, and richer. Plus occasional bonus Sessions, frameworks, and drops.
09Is Letter+ worth the price?
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.
10What language is the Letter written in?
English. To make the LOBBY vision global and accessible. (But with that unmistakable Kevin vibe.)
11What do I need to get started?
Just your email. Join the free Letter or subscribe to Letter+ and you’ll receive your first edition on the next publishing day.
Build places that matter.
No spam. No noise. Just one email a week that makes you think deeper about hospitality.