Scenic Hotels: Mind-Blowing Escapes That Redefine the View

There are hotels, and then there are scenic hotels—those rare sanctuaries where the view doesn’t just fill a window, it rewires your entire sense of wonder. We’re not talking about generic skyline glimpses or postage-stamp beaches behind glass. This is about mind-bending, sense-shattering escapes: panoramic cliffside marvels, jungle-laced sanctuaries, and urban towers that thrust you into a cinematic reality. In a world hooked on curated feeds and pixel-perfect sunsets, the question isn’t just where you’ll lay your head, but what you’ll see (and feel) the moment you open your eyes. This deep dive uncovers the psychology, history, scandals, and secrets behind the best scenic hotels—a guide for the traveler who wants more than a room with a view. Strap in. Your next stay could change the way you see the world—literally.

Why our obsession with scenic hotels runs deeper than you think

The psychology of the perfect view

Humans are hardwired to chase beauty in their surroundings, a trait that’s as old as our first cave paintings. Research from environmental psychology shows that landscapes—especially those with sweeping vistas, water elements, or elevated perspectives—trigger deep-set responses in the brain tied to relaxation, creativity, and even a sense of purpose. This isn’t just evolutionary nostalgia; it’s biology making you crave the next mountaintop or oceanfront escape, and hotels are more than happy to capitalize on that primal urge.

"Every traveler is chasing a feeling, not just a photo." — Maya, travel psychologist

Waking up to a view that swallows you whole—whether it’s the Chao Phraya River from Capella Bangkok or the untouched jungle at Soneva Fushi—offers a unique emotional payoff. According to a 2024 study in the Journal of Environmental Psychology, guests report feeling 43% more energized and 28% less stressed after a single night in a room with a panoramic scene, compared to a standard urban view. It’s not just visual; it’s visceral, and it’s why scenic hotels are so much more than Instagram fodder.

How ‘scenic’ became a status symbol in travel

The obsession with scenic hotels is nothing new. Victorian-era travelers flocked to spa towns for hilltop health benefits and lakeside tranquility, a trend that only intensified as railroads made remote beauty spots accessible. By the 1920s, mountaintop grand hotels and seaside resorts had become playgrounds for the elite. Fast-forward to the era of Instagram, and we see a seismic shift: now, anyone can chase (and broadcast) the dream view, making ‘scenic’ not just a luxury, but a social currency.

Table 1: Timeline of scenic hotel trends, 1850–2025. Source: Original analysis based on [Travel + Leisure], [Journal of Tourism History], [Instagram Travel Report 2023].

Social media transforms the idea of ‘scenic’ into a status symbol. According to Condé Nast Traveler, 2024, over 72% of travelers say that a hotel’s view is a deciding factor in booking—up from just 40% a decade ago. The landscape outside your window isn’t just a backdrop anymore; it’s a badge, a statement, and often, a dealbreaker.

• 7 hidden benefits of staying at a scenic hotel:
  • Deep relaxation—nature’s own therapy session for your nervous system.
  • Enhanced creativity—those vistas jumpstart your brain’s alpha waves.
  • Social connection—unforgettable shared moments with friends or family.
  • Better sleep—evidence shows that proximity to nature improves sleep quality.
  • Instagram envy—let’s be real, it’s social gold.
  • Unexpected wildlife encounters—think monkeys at dawn or whales offshore.
  • Sense of place—connection to the local culture and landscape, not just the hotel.

Debunking the biggest myths about scenic hotels

Let’s cut through the clichés. Scenic doesn’t have to mean expensive, nor does it always require a penthouse suite. In fact, some of the best views are found in modest guesthouses perched above ancient olive groves or in creative, affordable eco-lodges. The belief that the highest room always guarantees the best view is another misconception—sometimes, the ground floor balcony captures the magic of mist over a lake or the drama of a storm rolling in.

"Some of the best views hide in plain sight, and they won’t break your wallet." — Jordan, hotel scout

1. Scenic hotels are always pricey: Many under-the-radar gems are surprisingly affordable, especially off-season.
2. The highest room is best: Sometimes lower floors offer better sightlines or more immersive experiences.
3. Only remote resorts are scenic: Urban hotels with city parks or river views pack just as much visual punch.
4. Luxury equals scenic: Not always—design trumps dollar signs when it comes to framing a view.
5. All scenic hotels are eco-friendly: Some are, but development can also harm fragile places. Always check credentials.
6. Best views come with crowds: The real magic often lies in lesser-known spots with fewer guests.

Why most scenic hotel lists get it wrong

Dig into the usual “Top 10 Scenic Hotels” lists and you’ll notice the same suspects, the same tired panoramas, and a suspicious reliance on staged images. These lists often prioritize marketing budgets over genuine guest perspectives, leaving out hidden gems and underplaying the real issues—accessibility, environmental impact, and authenticity.

This article aims to break that cycle. Here, you’ll get deep analysis, global context, and the inside scoop from actual guests and hotel scouts—not just glossy press releases. Prepare to see what most travel sites won’t show you.

What really makes a hotel scenic? Beyond the window dressing

Defining ‘scenic’: views, soundscapes, and sense of place

To call a hotel “scenic” is to capture more than just the postcard shot. True scenic hotels orchestrate an experience: the sound of waves lapping at your deck, the hush of snow falling on pine, or the distant chime of temple bells. Architecture, local culture, and even scent—think wild jasmine or crisp alpine air—shape your sense of place.

Terms you need to know:

• Scenic: More than pretty; it’s immersive, context-rich, and ever-changing with the light.
• Immersive: Engaging multiple senses; not just what you see, but what you hear and feel.
• View corridor: The intentional channeling of sightlines through design—think open decks or strategic windows.

A scenic hotel is a masterclass in curation. At places like Park Hyatt Kyoto, “scenic” means a seamless blend of modern lines with ancient cityscape. At Chablé Yucatán, it’s the way a cenote and wild jungle are framed from your villa, making you part of the story, not just a spectator.

Scenic isn’t always expensive: affordable gems worldwide

It’s a lie that only the rich wake up to jaw-dropping vistas. With smart searching and flexible timing, budget travelers can score rooms with million-dollar views, especially if you’re willing to look beyond mainstream sites. Tools like futurestays.ai help by filtering for hidden gems based on your exact preferences, not just price or star rating.

Table 2: Five affordable scenic hotels worldwide. Source: Original analysis based on [Booking.com], [futurestays.ai], and verified guest reviews.

Pro tips for snagging bargains:

• Search in shoulder seasons (spring/fall) when prices plummet.
• Use platforms like futurestays.ai, which specialize in personalized, location-driven recommendations.
• Follow local tourism boards for last-minute deals.
• Look for off-center locations—just outside the famous hotspots often reveals better scenery and lower prices.

Architecture as a frame: how design shapes the view

A hotel’s ability to deliver a killer view isn’t an accident—it’s the product of architectural intent. Great hotels frame the landscape, using glass, orientation, and materials to amplify the outside world. At The Lana in Dubai, minimalist interiors lead the eye straight to the horizon, while Maroma in Mexico uses textured walls and open-air terraces to blend indoors and out.

"Great architecture doesn’t compete with the landscape—it elevates it." — Lena, hotel architect

• 5 design features that make or break a hotel’s scenic score:
  • Floor-to-ceiling windows—maximize light and sightlines.
  • Outdoor decks or verandas—break the barrier between room and landscape.
  • Natural materials—stone, wood, and glass that reflect the locale.
  • Smart site placement—using hillsides or river bends for drama.
  • Thoughtful lighting—accentuating sunrise, sunset, or nightscapes.

Hotels like Passalacqua on Lake Como show how 18th-century villas and terraced gardens can become the literal frame for one of Italy’s most photogenic settings—proof that architectural heritage and modern design can coexist.

The danger of ‘Instagrammable’ hotels

There’s a growing breed of hotels built with social media in mind—think floating breakfast trays and neon-lit infinity pools. While they photograph well, the experience can be underwhelming: overcrowded, noisy, and more style than substance.

The reality? Many travelers find themselves jostling for the “money shot,” or realizing that a much-touted view is only visible from the lobby, not their room. Disappointment sets in when the ‘gram doesn’t match the ground truth—a problem easily avoided with candid guest reviews and AI-curated platforms like futurestays.ai.

The world’s most mind-blowing scenic hotels (and why they’re different)

Mountain marvels: hotels that touch the sky

There are mountain hotels, and then there are legends: Soneva Fushi in the Maldives may be known for its beaches, but its jungle suites offer treetop perspectives. In Italy, Passalacqua sits above Lake Como with suites that seem suspended over water and peaks. And in South Africa, The Homestead is not just a hotel—it’s an eco-lodge on a vast wildlife reserve, where your “room” is a glass-walled pavilion at the edge of the wild.

Altitude matters: Passalacqua sits roughly 300 meters above the lake, with rooms offering private gardens or balconies. Soneva Fushi’s jungle villas are perched atop stilts, 4–5 meters up, with open-air bathrooms and canopy views. The Homestead’s glass pavilions overlook rolling veldt, with dawn safaris departing practically from your doorstep.

Guest experiences run the gamut: some crave solitude and the hush of sunrise clouds, while others chase the adrenaline of hiking, skiing, or wildlife tracking. According to verified guest reviews, the best mountain hotels balance privacy with access to adventure, and offer a sense of elevation—both literal and emotional.

From alpine drama, we descend to earth’s edge—where land meets water, and hotels reimagine the shoreline.

Waterfront wonders: from wild coasts to hidden lakes

Waterfront scenic hotels promise visual drama—whether you’re over turquoise lagoons in the Seychelles’ Waldorf Astoria or tucked beside a sacred cenote at Chablé Yucatán. These escapes span the spectrum: rugged, wind-battered coasts in Santorini, serene lakesides in Italy, and lush riverbanks in Bangkok.

Table 3: Four top waterfront scenic hotels. Source: Original analysis based on [Travel + Leisure], [futurestays.ai], and guest feedback.

Risks? Weather can turn a postcard-perfect view into a foggy mystery, and some locations—like Santorini’s clifftops—get mobbed in peak season. Accessibility varies: riverfront hotels in Bangkok offer private boat access, while Seychelles’ lagoon resorts require a seaplane or ferry.

Urban escapes: city hotels with jaw-dropping vistas

Think scenic hotels are only for wilderness lovers? Think again. The urban landscape is just as thrilling—if you know where to look. The Carlyle in New York City offers iconic Central Park views. Bulgari Tokyo delivers city and mountain panoramas from sleek high-rises, while Park Hyatt Kyoto merges ancient temples with the modern skyline.

• 6 cities with unexpected scenic hotels:
  • New York: Central Park, rivers, and city canyons from legendary rooftops.
  • Tokyo: Skyscraper suites with Mount Fuji glimpses on clear days.
  • Cape Town: Table Mountain as a backdrop from Mount Nelson’s gardens.
  • Bangkok: Chao Phraya River from Capella or The Siam—city meets water.
  • Dubai: Burj Khalifa horizon from minimalist marvels like The Lana.
  • Valletta, Malta: 500-year-old palazzos with Mediterranean sea views.

Urban “scenic” is about context: city lights, shifting skies, and the buzz of life below. According to a 2024 report from Forbes Travel Guide, nearly 60% of guests in top-tier city hotels cite the view as a major factor in overall satisfaction.

The truth: A scenic experience isn’t limited by geography—it’s about how a hotel brings its setting to life.

Remote retreats: where getting there is half the adventure

Sometimes, the best views demand a journey—think AndBeyond Mnemba in Zanzibar, reachable only by boat, or One&Only Mandarina on Mexico’s wild Pacific coast, accessible via winding jungle roads. Getting there can take hours, but the payoff is pure exclusivity—fewer travelers, pristine nature, and the sense of stepping outside the known world.

Benefits include total solitude and rare wildlife encounters; challenges range from tricky logistics to premium price tags. These hotels often cater to both solitude seekers (digital detox, guided meditation) and thrill-seekers (sea kayaking, jungle trekking). Travel profiles diverge, but the uniting thread is the pursuit of something genuinely rare.

How to choose the right scenic hotel for your personality

Checklist: what matters most to you?

You want the perfect scenic hotel—but what does “perfect” even mean for you? Maybe you live for sunrise over water, need total privacy, or crave a setting that lets you hike straight from your door. Aligning your choice with your travel goals means a better, more immersive experience.

1. Sunrise or sunset views? Decide what light matters most.
2. Mountain, water, jungle, or cityscape? Pinpoint your ideal terrain.
3. Level of seclusion? Do you want crowds, or to vanish?
4. Accessibility needs? Is the journey part of the experience, or a barrier?
5. Room orientation? Balcony, terrace, or floor-to-ceiling glass?
6. Onsite activities? Adventure or pure relaxation?
7. Cultural immersion? Do you want local flavor or just the scenery?
8. Eco-credentials? Importance of sustainability in your stay.
9. Seasonality? Best time for weather, crowds, or rates.
10. Budget flexibility? What’s your range for “mind-blowing” views?

Red flags: how to spot a ‘scenic’ letdown before you book

It’s a minefield out there: wide-angle photos distorting room size, staged reviews, and “ocean view” that means squinting between rooftops. Hotels are experts at strategic cropping—showing only their best angle and hiding the power lines, construction sites, or busy highways just out of frame.

• Overly edited or obviously filtered photos
• No guest-generated images in reviews
• Vague room descriptions (“partial sea view”)
• Overuse of “Instagrammable” without details
• Lack of clear orientation maps or floor plans
• All 5-star reviews with no nuance
• Promises of wildlife encounters with no proof
• Hidden fees for “premium” view rooms

Vet authenticity by digging into candid guest photos, using platforms like futurestays.ai for AI-analyzed reviews, and cross-referencing across multiple booking sites.

Comparing options: the scenic scorecard

To cut through the noise, use a scorecard that evaluates hotels across setting, architecture, amenities, and guest reviews. Adapt the weightings for different regions (e.g., prioritize architecture in cities, setting in wilderness).

| Hotel | Setting (10) | Architecture (10) | Amenities (10) | Reviews (10) | Total (40) | Key Insight | |------------------|-------------|-------------------|---------------|-------------|----------------------------| | Capella Bangkok | 8 | 9 | 9 | 8 | 34 | River drama, urban escape | | Passalacqua | 10 | 10 | 8 | 10 | 38 | Old-world luxe, lake views | | Cliffside Cabins | 7 | 7 | 6 | 9 | 29 | Best value, rustic vibes |

Table 4: Sample scenic scorecard. Source: Original analysis based on [guest reviews], [futurestays.ai], and verified hotel data.

Scorecards help you adapt criteria for your own trip—whether you want design-forward, adventure-ready, or pure relaxation.

Making the most of your stay: tips for immersive experiences

You’ve booked the view—now maximize it. Time your arrival for golden hour, choose rooms with the best orientation, and get local advice on hidden sunrise or sunset spots.

1. Arrive before sunset for first impressions.
2. Book a corner or end room for privacy and wide views.
3. Wake up early for crowd-free scenery.
4. Schedule at least one meal on your balcony or terrace.
5. Ask staff for secret viewpoints nearby.
6. Unplug—ditch the devices for a night.
7. Keep a travel journal or sketchbook to capture memories beyond photos.

The best memories come from experiences, not just images—so take time to absorb the view, not just document it.

Insider secrets: what hotel designers and location scouts won’t tell you

How experts pick the perfect site

Behind every breathtaking view is a team of architects and scouts who obsess over details—sun orientation, prevailing winds, microclimates, and even the story a single window can tell. Site visits involve “viewshed analysis” (mapping every angle of the landscape), checking “aspect” (sunlight direction), and studying “site lines” (the path your eye naturally follows).

• Viewshed: The total area visible from a given point, used to plot the most dramatic vantage.
• Aspect: The orientation of a building to the sun; east-facing for sunrise, west for sunset.
• Site lines: Architectural lines that draw your gaze to a feature—lake, mountain, or cityscape.

"A great scenic hotel starts with a single window and a story." — Alex, hotel designer

Hidden costs and benefits of scenic hotel development

Building in spectacular locations isn’t all romance. There are environmental and social costs: deforestation, habitat loss, displacement of local communities. Yet some hotels are models of positive impact, restoring landscapes or providing jobs and infrastructure.

Table 5: Pros and cons of scenic hotel development. Source: Original analysis based on [United Nations World Tourism Organization], [Green Globe], and eco-lodge studies.

The best scenic hotels invest in the land and people—using local materials, hiring local staff, and funding conservation.

Future-proofing your experience: tech, sustainability, and beyond

Emerging trends are reshaping the scenic hotel game: sustainable architecture (green roofs, solar panels), digital detox amenities, and AI-powered personalization (as seen on futurestays.ai). But beware greenwashing—some hotels exaggerate their eco credentials without substance.

Spot true innovation by looking for independent sustainability certifications, transparent supply chains, and genuine community involvement.

The dark side of the view: controversies, disappointments, and how to avoid them

When the reality doesn’t match the photos

It happens to the best of us. You scroll through a parade of flawless images, only to arrive and find scaffolding, noise, or a view that bears no resemblance to the photos. According to a 2023 TripAdvisor guest survey, nearly 30% of travelers report some level of disappointment with their hotel’s actual view versus advertised images.

• Overuse of wide-angle lenses
• Filters that saturate or fake skies
• Photos taken years before construction next door
• Omitted angles hiding less desirable features
• “Model” rooms not representative of standard offers
• Guest reviews selected for positivity, not accuracy
• Strategic use of plants or decor to block flaws

Check for recent, unedited guest images, and follow hashtags or location tags for real-time snapshots.

Overtourism and the scenic hotel paradox

Popularity is a double-edged sword: the more a scenic hotel is shared, the more it suffers from crowding, noise, and environmental strain. Overtourism can destroy the very magic that made a place famous—Santorini’s clifftop hotels see thousands of sunset-chasers, while once-serene lagoons get clogged with day-trippers.

Strategies for avoiding the herd:

• Travel off-peak, even if it means a little rain or chill.
• Choose properties that cap occupancy or limit day guests.
• Explore secondary towns or “second-row” hotels with better guest-to-view ratios.

"The true magic of a place disappears if everyone’s chasing the same sunset." — Chris, travel journalist

Ethics and impact: are you part of the problem?

Every choice we make as travelers matters. Responsible tourism means respecting both the environment and the people who call these places home.

1. Research the hotel’s environmental and social impact.
2. Support local businesses for food and activities.
3. Minimize single-use plastics and unnecessary amenities.
4. Respect wildlife and guided tour limits.
5. Follow local customs and dress codes.
6. Share honest reviews—don’t sugarcoat or exaggerate.

The future of scenic hotel search: AI, algorithms, and you

How AI is changing the way we discover hotels

AI-powered recommendation engines are revolutionizing hotel discovery by matching travelers with properties that align with their exact scenic desires—down to room orientation, noise level, and even preferred sunrise angle. Platforms like futurestays.ai combine real guest data, verified reviews, and detailed mapping to cut through the marketing noise.

The upside? Increased accuracy, faster searches, and more hidden gems. The downside? Algorithms can overlook quirky or new properties that haven’t racked up data yet.

Table 6: Traditional vs. AI-powered hotel search. Source: Original analysis based on [futurestays.ai], [Skift Research], and user surveys.

How to game the algorithm (and still find a hidden gem)

The secret to using AI hotel search tools? Layer your filters, dig deep into the review data, and don’t be afraid to tweak your inputs.

1. Use map filters to zero in on unique landscapes.
2. Search for specific room types, not just property names.
3. Cross-check guest photos with official galleries.
4. Filter by “recently opened” or “under the radar.”
5. Read AI-analyzed reviews for red-flag detection.
6. Compare off-peak and peak rates for bargains.
7. Dive into guest comments about noise, light, and privacy.
8. Don’t ignore properties with fewer reviews—new doesn’t mean bad.

Balance data with gut feeling—sometimes, the outlier is where the story begins.

What’s next: virtual reality, immersive reviews, and beyond

The next frontier is immersive tech: VR tours that let you test-run a view before you book, and “sensory reviews” that rate everything from soundscapes to scent. Already, some platforms offer 360-degree room walkthroughs.

These tools are redefining “scenic”—no longer just what you see, but how you feel, hear, and even smell a place before you ever set foot inside.

How to capture your own scenic hotel experience (without the filters)

Photography tips from pros and travelers

Capturing a scenic hotel’s true mood takes more than a smartphone and a filter pack. It’s about light, angles, and telling a story.

1. Scout your location at different times of day.
2. Shoot during golden hour for rich colors.
3. Use a tripod for sharp, low-light shots.
4. Find leading lines—balcony rails, windows—to draw the eye.
5. Vary your perspective: go low, go wide, go close.
6. Avoid overediting—keep colors honest.
7. Shoot details—patterns in tiles, reflections in glass.
8. Capture people in the scene for scale.
9. Bracket exposures for high-contrast settings.
10. Tell a story—one shot for arrival, one for dawn, one for the unexpected.

Storytelling: making memories last

Photos fade, but stories stick. Keep a journal, sketch your favorite corner, or record audio of dawn sounds. According to recent studies in travel psychology, reflecting on your experience deepens your sense of satisfaction and helps you remember the nuances—like the scent of pine or the taste of local coffee.

"The best souvenir is a story you can’t stop telling." — Dana, solo traveler

Sharing your narrative isn’t just for you: it helps future travelers cut through the hype and find their own truth.

Avoiding the tourist trap: authenticity in your own lens

The temptation to chase the “Instagram moment” is real—but the best travel albums are messy, imperfect, and honest.

• Embrace changing weather—clouds add drama.
• Include locals and staff in your shots.
• Show the view from your actual room, not just the lobby.
• Capture the not-so-glamorous details (bags, rain boots).
• Avoid staged props—let real life in.
• Photograph the same view at different times—show the transformation.

Real moments beat perfect composition every time.

Beyond the room: how scenic hotels shape local culture and the environment

Hotels as catalysts for local transformation

A standout hotel can revive a struggling village or disrupt traditions overnight. In Lake Como, Passalacqua’s revival brought new jobs and shored up historic architecture. In Bali, Desa Potato Head fuses Balinese culture with cutting-edge design, supporting local artists and vendors.

But there’s a dark side: gentrification, rising costs, and cultural dilution are real concerns. The best hotels work with communities, not just in them.

Where travelers spend (and how they act) can tip the scale from ally to adversary—so choose properties that invest locally and respect the culture.

Conservation, culture, and the scenic hotel paradox

Hotels built to showcase nature can also threaten it. The finest properties strike a balance—limiting guest numbers, funding conservation, and integrating traditional practices.

1. Limit guest capacity to prevent overtourism.
2. Use native plants, not lawns, for landscaping.
3. Hire and train local staff at every level.
4. Source building materials sustainably.
5. Collaborate with local conservation groups.
6. Educate guests about leave-no-trace principles.
7. Support indigenous traditions and crafts.

What the future holds for scenic hotels and their communities

Community ownership, regenerative travel, and shifting guest priorities are shaping the next generation of scenic hotels. Supporting properties that give back—whether through staff profit-sharing or local philanthropy—means your stay leaves more than footprints.

• Regenerative travel: Goes beyond sustainability—actively restores and improves local environments.
• Community-based tourism: Locals own and manage the experience, ensuring authenticity and fair wages.
• Overtourism: The overcrowding of hotspots, leading to environmental and social stress.

By choosing wisely, you’re not just a guest—you’re part of a positive story.

Conclusion: your next-level scenic hotel journey starts here

Synthesis: rethinking what ‘scenic’ really means

Scenic hotels aren’t about ticking off pretty views—they’re about transforming your sense of place and self. We’ve exposed the psychology, pitfalls, and paradoxes of the world’s best escapes, giving you tools to judge, choose, and savor your own unique view.

Chase experiences that resonate with you, not just your feed. Scenic isn’t what the world tells you—it’s what you see, hear, and feel. Platforms like futurestays.ai make finding your fit easier, but the adventure is yours to shape.

Quick reference: your scenic hotel decision guide

1. Define your dream landscape—mountain, sea, city, jungle.
2. Set your budget, but keep an eye out for off-season steals.
3. Prioritize window orientation and room type.
4. Scan unedited guest photos for real views.
5. Read AI-analyzed reviews for red flags.
6. Check eco-credentials and local impact.
7. Use map tools to compare locations.
8. Ask about seasonality—when is the view at its best?
9. Confirm accessibility—don’t assume remote is easy.
10. Compare scorecards for personalized fit.
11. Choose properties that respect culture and environment.
12. Savor the moment—journal, photograph, and reflect.

Final thoughts: chasing the view, finding yourself

In the end, the right scenic hotel isn’t just about the horizon outside your window—it’s about seeing the world, and yourself, from a new angle. The rush of wonder, the quiet of dawn, the realization that you’re part of something bigger than a room or a view.

"In chasing the perfect view, we sometimes find a new angle on ourselves." — Blake, adventure traveler

So, next time you search for a hotel, ask yourself: Are you just booking a bed, or are you ready to reshape your vision of the world? Your journey starts now.