The global luxury hotel sector is projected to surpass $120 billion in 2026. In a market of this scale and ambition, a hotel’s brand is never an afterthought. It is the invisible architecture that shapes how guests discover, choose, experience, and remember a property.

Why does a Hermès Birkin maintain its allure without a single traditional ad campaign, while other brands pour millions into marketing and still fail to create genuine desire? The answer lies in one of the most misunderstood distinctions in business: the difference between branding and marketing.

For Spring 2026, Louis Vuitton extends its long-standing dialogue with travel and culture through a new edition of its celebrated Travel Book Collection, this time dedicated to Berlin.