“Lion was the one who pointed out that naming hotels after Millennial values – the Truth, the Purpose, the Community – now that his generation had reached the age where the luxury of billboard ethics had been derailed by the verities of life, might be lucrative. “Aspirational nostalgia,” he dubbed it.”

“Lion was the one who pointed out that naming hotels after Millennial values – the Truth, the Purpose, the Community – now that his generation had reached the age where the luxury of billboard ethics had been derailed by the verities of life, might be lucrative. “Aspirational nostalgia,” he dubbed it.”

— Steven Kotler