Hotels are an important city-building tool. Let me give you an example. Each year, Conde Nast Traveler publishes a list of the best places to visit right now. Here's the 2025 list. If you scroll through it, one of the 25 places you'll find is Marseille. And if you look at the first picture, you'll find a hotel/restaurant called Tuba Club.
Long-time readers of this blog will know that I'm a big fan of Marseille and that, back in 2021, Neat B and I stayed at this hotel. In fact, the whole reason we even decided to stop in the city for the first time was so that we could check out this exact place. It opened the summer before and I had seen it written up somewhere.
I can also tell you that if you flip through Monocle's new handbook about France and go to the hotel section, you will likewise find Tuba Club. The place is seemingly everywhere and now has a loyal following.
But here's the important thing: it only has 5 rooms! And the room we stayed in was best accessed via a window and a large rock outcropping beside it. There's no way this place would meet code anywhere in Canada. But boy was it cool. And because we loved the experience so much, we decided to go back to Marseille the following summer and check out more of the city. It didn't disappoint.
Now I tell people and write blog posts about how much I love Marseille. And it all started with 5 non-code-compliant rooms perched on a bunch of rocks in a sleepy fishing port on the south end of the city. A great hotel can help you build your city.
