I started a hostel back in the 1990s, independent from the chains, out on our own doing it our way. It was hugely successful, offered arts residencies, maintained a reasonable pricing, kept the focus on the traveller and allowed us to raise our family. Very similar cycle. We were harassed relentlessly by corporate marketers wanting 25% of our revenue for online booking services etc. I have been fighting this fight my whole life. Our beautiful friend here, won’t win by fighting the good fight, because Goliath is more than gigantesque. But he will win by continuing to follow his integrity, continuing to choose better based on values. Break free and build new, seems to be the way forward.