In this episode, we travel into an unexpected corner of the hospitality world — a place where data, emotion, and human behaviour quietly converge. Joining us is Guice Bule, Founder and CEO of Roch Dog, the world’s first data-driven standard for dog-inclusive hotels. What began as Guice’s personal frustration—years of travelling with his Labrador and encountering “pet-friendly” hotels that were anything but—became the catalyst for a global movement.

Roch Dog now certifies and ranks hotels across more than 30 countries, revealing a truth the industry has never measured at scale: dog-owning travellers behave differently. They stay longer, spend more, return more often, and build deeper emotional loyalty than almost any other guest segment. Through AI-powered multilingual agents and human-validated data, Roch Dog has created a level of transparency that is shifting the industry’s understanding of luxury, trust, and guest experience.

This conversation explores the psychology of dog-inclusive hospitality — the relief, safety, and belonging guests feel when their whole family is welcomed. It also shines a light on the operational realities, leadership decisions, and cultural nuances that influence how hotels respond to this growing demographic. From London to the United States, Italy, and Australia, we uncover where the most dog-friendly destinations are emerging, and why this shift is outpacing even wellness in year-on-year growth.

At its heart, this episode is about the evolution of hospitality: how emotional intelligence, authentic design, and data-led decisions are redefining what luxury means in 2025 and beyond — not as something you see, but something you feel.