From “Apple checks in with 192-room hotel for billion-dollar Northwest Austin campus” posted Wednesday on CultureMap Austin:
Tech giant Apple Inc. has added a new amenity to its $1 billion corporate campus under construction in Northwest Austin — a 192-room hotel.
A revised site plan approved April 29 by the City of Austin shows a 75,500-square-foot, six-story hotel, as well as previously envisioned office buildings and parking garages. The revised plan doesn’t cite a hotel brand. The original site plan for the project, filed in December 2018, didn’t include a hotel.
“Apple is a trendsetter in so many ways. Its proposed hotel as part of its new Austin campus is another example of it being ahead of the curve,” John Boyd Jr., principal of Princeton, New Jersey-based corporate location consulting firm The Boyd Co. Inc., tells CultureMap.
Boyd adds that “having a hotel connected at the hip with its corporate parent is not common now, but in the post-COVID-19 corporate travel world, I expect we will be seeing more of this concept, especially from deep-pocketed tech firms like Apple, Google, Facebook, and Microsoft.”
My take: It’s a metaphor. Like the Hotel California, Apple’s ecosystem is programmed to receive. You can check-out anytime you like, but you can never leave.