The Berkshire Hathaway Annual Meeting enters a new era this May, drawing tens of thousands to Omaha for the first gathering without Warren Buffett at the helm. Nearly 30,000 out-of-town attendees made the trip last year alone, according to Visit Omaha, and the numbers continue to climb.

Hotels no longer bet on roses and room service alone. Valentine’s weekend bookings are up nearly 50% compared to last year, and couples are looking for more than chocolates on a pillow. They want experiences they actually remember, like private spa rituals, rooftop dinners, and weekends shaped by the local vibe. In the hotel industry, that shift is hard to ignore.