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Peter Fisk explores the future of hospitality, the drivers of change, and a more inspiring, more human, more collaborative future for hotels and restaurants. First presented at HIT 2012 in Glasgow, Scotland
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better place designing a
the future of hospitality from apple and zappos
to the heavenly bed
welcome to 2020
Ayutthaya
Enjoy the flight
GLASGOW LANDING
HOSPITALITY 2020
Worldchanging
GDP Growth 2010-2020
Source: WEF 2012
GDP Shift 2010-2020
Source: FT.com
Issues for business in 2020
Source: Future Exploration Network
Source: IFTF
Source: IFTF
Source: Now and Next
2012 2050 2020 2030 2040
2012 2050 2020 2030 2040
Future back
VUCA WORLD
Volatile
Uncertain
Complex
Ambiguous
Vibrant
UnREAL
Crazy
Astounding
Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
welcome to 2012
See things differently
theGeniusWorks.com
see tHings differently …
… tHink different tHings
see tHings differently …
… tHink different tHings
inspiring
Purpose 1
Business purpose
theGeniusWorks.com
ENABLING
PRODUCTS 2
deeper INSIGHTS
Enablers
Enabling people to do more
Essentials
Delivering what is expected
Energisers
Surprising people memorably
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
Humanising
Design
3
Creative Fusions
AUTHENTICALLY
DIFFERENT
4
Business
models 5
Business models
Memorable
Experiences
6
ENABLING MORE
Active
experience
Scripted
delivery
Unscripted
delivery Brand as a
guide Brand as a
coach
Brand as an
educator Brand as an
entertainer
genius works
GEEK SQUAD JETPACK
genius works
Winning
Together
7
COLLABORATIVE
Co-think
Co-design
Co-develop
Co-decide
Co-sell
Co-support
Co-comm
20.4 million customers worldwide bought a
Lego set in the past 12 months for their own
or other active households
8.6 million worldwide users participate
directly with Lego in their online community,
but are not registered by name
4.0 million worldwide users
register their details enabling a
personal dialogue and relationship
3000 “lead users”
co-create customised
products and recommend others
it’s about you
theGeniusWorks.com
Have purpose
Think Different
Be a little crazy
Here’s to tHe crazy ones ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas
and see a work of art?
Or sit in silence and hear a song that's never been written?
Or gaze at a red planet and see a laboratory on wheels?
While some see them as the crazy ones,
we see genius.
Because the people who are crazy enough to think
they can change the world,
are the ones who do.
Welcome to the future
Of hospitality
Volatile
Vibrant
Uncertain
Unreal
Complex
Crazy
Ambiguous
Astounding
Shifting power
Consumers in Control
Nobody is average
Meaning Talks
Money walks
Expectations
Are high
Trust
Is low
Challenging
Caring
WORLD CHANGING
genius works
Shape your own future
don’t be sHaped by otHers
WORLD CHANGING
WORLD CHANGING
Have a Purpose
Beyond profit
Live in the margins
Live in the margins
Not the mainstream
More Ideas
Deeper Insights
Richer Imagination
Human
Emotional
Collaborative
Engage me
Enable me
Amaze me
Challenging times
Challenging times
Changing times
Changing attitudes
Changing attitudes
Changing priorities
Stay in the old world
Stay in the old world
OR Embrace the new
Amaze me
Have a Bigger ambition
See
things
differently
Think
different
things
Be bold
Be bold
Be brave
Be bold
Be brave
Be brilliant
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