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Why You Shouldn't Build a Trendy Business Don't fall into short-term traps.

By Ximena N. Larkin Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

Laurence Geller, head of Geller Capital Partners, which owns high-end hotels like the Waldorf Astoria and the Conrad Hilton, doesn't put his faith in fads or trends. Why?

Well, to start, a luxury hotel needs a long shelf-life to make back its initial investment. For example, the Conrad Hilton cost $150 million to build, and it takes time to earn back that sort of money.

Second, Geller believes that while many trends follow certain generations; people tend to develop different and more refined taste as they age. He believes that the millenials who are willing to use Airbnb and sleep anywhere for a night will want to stay at the Four Seasons in 20 years.

Click play to see more of Geller's business philosophy.

Related: How This Entrepreneur Created a Premier Women's Lifestyle Website

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Ximena N. Larkin

Writer, Publicist and Founder of C1 Revolution

Ximena N. Larkin is a digital strategist who specializes in using social media for public relations campaigns to create offline engagement. Based in Chicago, she is the founder of C1 Revolution and has worked on public relations, social media and marketing campaigns for companies. 

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