Do you have this feeling? There’s clearly nothing urgent, yet you find yourself picking up your phone every few minutes, even when you’re traveling.

Palladium Hotel Group captured this phenomenon and recently launched a series of print advertisements. Unlike many hotels emphasizing luxurious environments and attentive services, they highlight: during vacations at Palladium, guests willingly “put down their phones.”

In the series of posters, guests enjoy the breathtaking scenery, each accompanied by a set of data: 4 minutes, 5 minutes, 2 minutes, 3 minutes, these indicate the average daily usage time on social media for Palladium hotel guests throughout the week.

The core idea of the advertisement is encapsulated in a simple tagline: Time is precious. Make it count (时间很宝贵，让它更有意义). The contrast between the delightful experience images and the single-digit screen usage times makes the brand's intent even clearer.

This reminds me of a viewpoint proposed by Korean scholar Yoo Hyun-jun: “Offline life is expensive, and the living space of the poor is driven online.” Now that social media permeates our lives, people are beginning to consciously detach from digital dependencies. In this overly interconnected world, “Do Not Disturb” has become a luxury of the new era.

Palladium Hotel has sensed this anti-digitization trend and presented it with a set of real data, aligning with people’s deeper motivations for travel, while also highlighting the hotel’s tranquil and comfortable vacation advantage. It also reminds us: Beyond our phones, a more beautiful world is worth exploring and enjoying.