Are you aiming to become a Lifestyle Brand? Are you matching the tone of voice of the brands your audience interacts with? If so, your approach is reactive. To make sure travellers automatically answer the question “where are you staying?” with your hospitality brand's name, you should strive to become a Lifestyle Choice. Turn into the subconscious go-to choice of your consumers by tapping into their core interests – not only into their demographics! Jason Rieff, a multi-award-winning and Forbes-nominated 30 under 30 branding expert, answered our questions. Learn about the difference between a Lifestyle Brand and a Lifestyle Choice, and how to become the latter.