THE RISE OF NORSE-GAEL (OR SCANDI-SCOT) PART 2

Where’s yon tartan? A tour of five interesting new Scottish hotels. (And where’s Part 1? Further down. You’ll see why.)

In the early Noughties , I went to a conference in London about national brands and tourism strategies. Those who were around and conscious in that era will remember it was a time of rampant neophilia. Minimalism was the overwhelming Millennial aesthetic, multiculturalism the prevailing social ethos. At the conference, eager young marketers took the mic…