Most hotel companies talk about values. SCP Hotels built their entire model around them.

I spoke with Ken Cruse, Co-Founder of Soul Community Planet (SCP Hotels), about how he's creating hotels that combine purpose, community, environmental responsibility, and real profitability — without relying on the old playbook.

On #NoVacancyNews, Ken lays out how vertical integration, premium pricing, guest-driven design, and a mindset of "conscious capitalism" are helping SCP grow into a brand that resonates with modern travelers who want meaning and great experiences.

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Key Insights:

🌱 Why SCP built its business around soul, community, and planet 🏨 How vertical integration gives them full control of product + experience 💡 Why premium pricing actually strengthens guest trust 🤝 How Fair Trade Pricing flips the power dynamic in favor of the guest 🔥 What "Wild Free," "SCP Hotels," and "By SCP" mean for their brand evolution 🌍 How experiential travelers are driving a new era of hospitality demand ❤️ Why guests — not brands — must be the heroes of the story