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TheFutureofHospitality|TheEmergingViewInsightsfromMul0pleExpertDiscussionsAroundtheWorld
ContextComprising9.5%ofglobalGDPin2014,hospitalityisasignificantindustrywiththeabilitytoshapemarkets.Itreceivesmuchrecogni0on,focusandconcernfromawiderangeofindividuals,organisa0ons,des0na0onsandgovernments.
FutureAgendaTheFutureAgendaistheworld’slargestopenforesightprogram
thataccessesmul0pleviewsofthenextdecadesoallcanbebePerinformedands0mulateinnova0on.
LookingForwardsOrganisa0onsincreasinglywanttoiden0fyandunderstand
boththean0cipatedandunexpectedchangessothattheycanbebePerpreparedforthefuture.
FutureAgenda1.0TopInsightsfor2020Fromthe2010program,52keyinsightsonthenextdecadeweresharedwidelyandhavebeenextensivelyusedbyorganisa0onsaroundtheworld,
includingmanyinthehospitalitysector.
FutureAgendainNumbersThefirstFutureAgendaprogrammeengagedawiderangeofviewsin
25countries.FutureAgenda2.0hasdoubledtheface-to-faceinterac0onandsignificantlyraisedonlinesharing,debateanddiscussion.
FutureAgenda1.01HOST16TOPICS25COUNTRIES50WORKSHOPS1500ORGANISATIONS
FutureAgenda2.050HOSTS25TOPICS40COUNTRIES100WORKSHOPS2500ORGANISATIONS
FutureAgenda2.0TopicsThesecondversionoftheFutureAgendaprogramistakingplaceduring2015andhasbeenaddressing20topicsvia100eventsin50ci0esin40countriesinpartnershipwitharound50corehosts.
Ageing
CiQes
Company
ConnecQvity
Data
EducaQon
Energy
Food
Government
Health
Learning
Loyalty
Payments
Privacy
Resources
Transport
Travel
Water
Wealth
Work
ContextAnini0alperspec0veontheFutureofTravelkickedofftheFutureAgenda2.0
globaldiscussionsregardinghospitalitytakingplacethrough2015.Thissummarybuildsontheini0alviewandhasbeenupdatedthroughout.
Ini0alPerspec0vesQ42014
GlobalDiscussionsQ1/22015
InsightSynthesisQ32015
SharingOutputQ42015
IHGPartnershipFutureAgendawouldliketothankIHGwhohelpedtomakethese
globalconversa0onsonHospitalityandtheFutureofTravelpossible,suppor0ngeventsinmanyloca0onsaroundtheworld.
IHG®(InterCon0nentalHotelsGroup),oneoftheworld’sleadinghotelcompanies,hasabroadporaolioofninehotelbrands,includingInterCon0nental®Hotels&Resorts,HotelIndigo®,CrownePlaza®Hotels&Resorts,HolidayInn®Hotels&Resorts,HolidayInnExpress®,StaybridgeSuites®,CandlewoodSuites®,EVEN™HotelsandHUALUXE®HotelsandResorts.IHGfranchises,leases,managesorownsover4,700hotelsand697,000guestroomsinnearly100countries,withalmost1,200hotelsinitsdevelopmentpipeline.IHGisfocusedoninnova0onandusesconsumerinsightstostrengthenitsexis0ngbrands,andtoinformthelaunchofnewbrands(HUALUXE®HotelsandResorts&EVEN™Hotels)tocapturemoreofthegrowingdemandthanitsexis0ngbrandscanachieve.
TheFutureofHospitality|TheEmergingViewThisdocumentprovidesanoverviewofwhatweheardfrommul0pleexpertvoicesaroundtheworld–onthefutureofhospitality,howthesectoris
changing,whatisdrivingthischangeandhowitmayevolve.
IncreasinglyBorderlessWorld
TheHospitalityEmployer
Brave,SustainableNewWorld
NewBusinessModels
SharingControl
ImportanceofCommunity
BeingHuman
IncreasinglyBorderlessWorld
IncreasinglyBorderlessWorld
Formany,theopportunityfortravelandtourismhasbecomemoreaccessibleandseamless,openingupmarkets,bordersandexperiences.Forotherswhoareabletoaffordtravel,oratleastmoreextensivetravel,forthefirst0meintheirlives,theopportunityitselfischangeenough.Travelacrossborderswillalwaysintroducecultures,behavioursandvalues.Thesewillat0mescreatemarket-formingenvironmentsandpowerfulexchangesofculturallearning.Atother0mes,andinsomeloca0ons,aclashofcultureswillbeevident.Authen0candgenuineexperienceswillbesoughtbysome,butatwhatexpensetolocalcommuni0es?Easterngrowthwillinfluencemuchinthehospitalityspace–food&beverageanddécorforexample–andsmarthospitalityorganisa0onswillexpertlydemonstrateahealthyblendofeastwithwest.
IncreasinglyBorderlessWorld
SeamlessCrossBorderTravelSmartvisas,indeed,smart0cke0ngingeneralformasstransit
providesatangiblewayforwardinaddressingsomeofthebarrierstotheseamlessgrowthofcrossbordervisitornumbers.
DoublingofInternaQonalTourismIn2012thenumberoftouristscrossinginterna0onalbordersreachedover1bn.Muchofthedemandisfuelledbyrisinghouseholdincomesinemergingeconomies…Interna0onaltouristarrivalsareexpectedtoreach1.8bnby2030
CulturalRelevantConundrumInanincreasinglyglobalanddiverseworldhowwillbrandsembracena0onalconsciousnessandtouchconsumerswhosena0onaliden0tyisdisconnected
towheretheylive?Howwillbrandsreconnectwiththediaspora?
AnQ-TourismIncreasingnumbersoftouristsdescendingontradi0onaldes0na0onswill
giverisetolocalisedcommunitybacklashandinevitableregula0on-perhapsdrivingtravellerstonew,morewelcoming,des0na0ons.
ChineseConvenienceTheglobaltravelinfrastructurehasbeenbuiltfor,andby,westerntravellers.ThiswillbereimaginedfortheChinese-goingbeyondcongeeforbreakfastto
amoresubtleunderstandingofwhatis‘convenient’forChinesetourists.
ChineseTourists150millionoutboundChinesetouristsandatotalof500mmoremobileAsianswillneedplacestostayinothercountriesthatalignbePerwith
theirspecificculturalnormsandexpecta0ons.
TribalTourismWithglobaltravelincreasinglydemocra0sed,cultureclashesarelikely,leadingtothephenomenaofinsularityabroad,culture-specifictouristenclavesand
prejudice-drivenaPemptstoaPractsome,whilediscouragingothers.
EasternCentricityWithChina’s500m-strongmiddle-classburgeoningandtravelbarriersdiminishing,WesternandEasternculturesmeetand
feedoffoneanother,shiringglobalnorms.
ChineseTouristDemographicsMoreChineseoutboundtouristsareexpected,butliPleaPen0onhasbeen
paidtotheirdemographics.Growthsofarhasbeenintheyoungandwealthy,butthenextdecadewillseeariseoflesswealthyandolderChinesetourists.
GlobalCommutersCommunica0onstechnologiesincreasinglyallowhigh-endworkerstobemoreflexibleintermsofwheretheychosetolive.Global,andperhapslong-haul,commu0ngwillbecomenormal,drivingnewcommutertravelservices.
TheHospitalityEmployer
TheHospitalityEmployer
Thehospitalityindustryisahugeanddiverseemployerandthisworkforceismoreconnectedtodaythaneverbefore.Theworkforceisalsomoreawareofrights,responsibili0esandopportuni0es.Coupledtothisisagrowingbeliefthatallorganisa0ons,hospitalityorotherwise,haveagreaterroletoplaywithregardstosociety’sgreatergood.Wecanexpectthesectortoexperienceitsown‘upgrade’ofstaffprac0cesinareassuchastraining,useofdataanddealingwithcustomers–allgearedtowardanimprovedguestexperienceandamoresa0sfiedworkforce.Technologywillplayaroleasitbecomesmoreengrainedintheprocessesoftravelandtourism,fortravellerandprovideralike.Par0culargroupsofemphasisincludewomenastheyrealisemoreopportuni0es,migrantswhowillcon0nuetomaketheirmarkoneconomiesandageingpopula0ons,astheygrowinnumber(inmanycountries)anddemonstrateleadershipinthemarke0ngofwisdom.
TheHospitalityEmployer
BeVerEmployersGiventhatthetravelandtourismindustryisahugeemployer,thedevelopmentofand0ghtercontrolsonemploymentrights
arelikelytobeasignificantfactorinthefuture.
SaQsfyingaBeVerEducatedWorkforceAstravelindustryemployeesaremoreeducated,increasedpressureisplacedonmanagementtobePerservetheworkforceandtheirneeds.Agreaterfocus
onhumancapitaldevelopsleadershipandembracesdiversity.
LearningtoUpgradeAshiroccursinhoweduca0onisdeliveredacrosstheserviceindustryglobally.Blendedlearning,bePerbrandapplica0onandcapacitybuildinginHR,resultsinamoredata-led,mul0-skilledworkforceandsoabePerguestexperience.
21stCenturyOrganisaQonsTheemergingorganisa0onfeelsverydifferentfromc20thcompanies-collabora0ve,crowd-funded,flaPer,human-focused,hyper-specialised,informal,localised,out-sourced,project-based,purpose-ledandvirtual.
TechnologyTakeoverThereisawidespreadfearthattheriseofrobots-ormoreexactly,a
combina0onofcompu0ngpower,algorithmsandrobo0cs-willdestroythelabourmarket,even,possibly,theveryideaoflabourvalue.
FeminineSpiritLeadingorganisa0ons,inpar0cularthoseintheWest,promoteandinvestinwomen,bePerrepresen0ngthepopula0onsthattheyserve.
Manybenefitfromdoingso.
PosiQveImmigraQonEconomistsagreethatimmigra0onisgoodforeconomies.Migrantstendtobe
younger,moreenterprising,andeconomicallyac0ve,andtheireffectonwages,economicgrowthandtaxcontribu0onsisalmostcompletelyposi0ve.
GoodJobsCompaniesout-performthroughacombina0onofbePerwages,investmentintraining,andappropriatetechnologicalinvestmenttosupportstaff…Highvalueworkbenefitsindividuals,businesses,aswellassocietyasawhole.
MakingWorkWork(forPeopleandWork)Wewillseeashirinpriorityfrom‘moneymaPers’to‘meaningmaPers’.
Thiswillleadtotheemergenceofcommunityandwellbeingmanagersinorganisa0onsandnewwaystomeasuresuccess.
WisdomWorkersFocusisonenablingreinven0onstemmingfromopportuni0escreatedbynon-linearcareerpathsandinnova0onnetworks,givingrisetothe‘wisdomworker’-whereexperienceisthecri0caladdi0ontoskillsandintelligence.
SupporQngtheAgeingWorkforceAsmajoreconomiessufferfromincreasingdependencyra0os,thechallengeofsuppor0nganincreasinglyolderworkforcedemandsrethinkingoflife-long
learningandbroaderacceptanceofthecostofpart-0meflexiblejobs.
CustomersBeforeShareholdersDrivenbychangingviewsoftheirsocialvalue,corpora0onswill
increasinglyseektofocusmoreonrealcustomerneedsandsodecreaseemphasisonshort-termpressurefromshareholders.
Brave,SustainableNewWorld
Brave,SustainableNewWorld
Responsiblebehaviourandac0onspermeatethecrea0onofamoresustainablehospitalitysector–onbehalfofprovidersandtravellersalike.Fromthetravellerandguestpointofview,agreaterawarenessisfirmlyinplay.Thisawarenesscouldwellaffectwhenandwheretheytravel,whatorganisa0onsandbrandstheyengagewithandwhattheydoorexpecttobedonewhentheyarrive.Fortheindustry,responsiblebehaviourbeginswithaspectsofefficiencywasteavoidanceandwastereuse.Butitcertainlydoesnotendhere.Manyguestswillincreasinglyexpectgreatertransparencyinsupplychains,thedemonstra0onofthesuppliermakingaposi0velocalimpact–perhapswithguestinvolvement–andafluencyintheincorpora0onofgreendesignintothefabricandprocessesoftheexperience.
Brave,SustainableNewWorld
TwoMainChallengesTherearetwomainchallengesaheadforthedevelopmentofarobusttravelandtourismindustry:howtogrowfurthertodeliverjobs,exports,economicgrowthanddevelopment,andindoingso,howtomanagethissustainably.
PosiQveLocalImpactTravellerswillbasebuyingdecisionsnotonlyaroundcomfortablebeds,leisurefacili0esorculturalaPrac0ons,theywillalsochoosetostayinplaceswherestaffarebeingtreatedwellandthelocaleconomyisnotbeingexploited.
More,NotLessWasteWhilemanyaspiretoazerowastesystem,weseegrowingvolumesofwasteespeciallyinci0es,par0cularlyfoodwaste–30%ofwhichisnowthrownawayeverydayinEurope.
DigitalTransparencyInnova0onwilldriveimprovementsinresourceproduc0vity:Digital
connec0vitywillprovidegreatertransparencyonhowweuseourresourcesandtheenvironmental,socialandfinancialimpactoftheiruse.
TheBio-sphereThebio-spherewillcometobeseenasjustanotherresource,albeitonewhichdemandsa‘giveandtake’rela0onshiprather
thansimpleextrac0onandexploita0on.
GrowingConsumerAwarenessThedreamofaffordabletravelisbeingobscuredbyclimatechangeanda
growingawarenessamongconsumersthatsustainabilityandresponsibletravelaresettoimpacthowweunderstand,embraceandmanageourholidayplans.
GreenDesignReshapesLifestylesFromeco-friendlybutsmall-scaleconsumergoods,togreenconsciousnessatthescaleofcityandbuildingplanning,greendesignandgreen-designersarelikelytostartreshapingourlifestylesandchangingourenergyuse.
ResponsibleandInclusiveLookoutforgrowthintravelfocusedonlearningabout,experiencingorposi0velyaffec0ngecologicalconserva0on,economicdevelopmentandlocalcommunityimprovements,culturalrespectorhumanrights.
ImportanceofCommunity
ImportanceofCommunity
Inthetradi0onalsense,communityspeaksofaPachmenttoageographicalloca0onandthepeoplewithinthatlocale.Fortravellers,thisdefini0onholdsmuchmeaningassomewilldotheirbesttoleavethebeatenpathandto‘discover’amoregenuineandauthen0cexperience.Butcommunityhasamuchbroadermeaningconcerningthosewhoshareacommonthread,interest,ac0vity,family0eorfriendship.Thisdescrip0onisespeciallyimportantintoday’sphenomenallyconnectedworld.Today,communitycanbemorefluidandofthemoment,morphinganddeveloping(ordisbanding)asthemoodandcircumstancesdictate.Whatcommunityisnotisamarketsegment,determinedbyageandwhichisstableandpredictable.Whoisinandwhoisoutofthecommunityisdeterminedbythecommunityitself–notbyorganisa0onsandloyaltyplans.Andwhatiskeyforhospitalityprovidersisknowingwhentobeapart….andwhentostandwellclear.
ImportanceofCommunity
Community-basedTourismCommunity-basedtourismisontherisewithholidaymakerseschewingthe
crowdedbeachesandall-inclusivepackagestoenjoyamoreauthen0cexperiencelivinginthecultureratherthanobservingitfromtheoutside.
Pop-upEconomiesCrowd-sourcingwillenable‘pop-upeconomies’wherecommuni0espool
resourcesandsoreducetheneedforgovernmentinvolvement.Thedownsideisthatcommuni0escreatetheirowniden0tymaking“themandus”obvious.
MoreNicheGroupsMorealterna0vegroups,nichecultsandideologiesbringtogetherlike-mindedpeoplefromacrosstradi0onalboundaries.Brandsadapttothisrisebycrea0ng
morenicheproductcategoriescateringforsmaller,dispersed'tribes’.
‘Bleisure’and‘SabbaQcaQon’Travelcon0nuestoevolveinlinewithchangingworkpaPernsandcareeraspira0ons;beingabletowork-away,takelongerbreaksoff-grid,andevenjob-shareandjob-switch,becomesignificantdriversoffuturetraveloffers.
MaturingMillennialsDigitalna0vesseekauthen0c,uniqueexperiencestofitwithflexiblecareers,andbalanceinstantgra0fica0onwithcivic-mindedness-Astheymatureand
becomethedominanttravelaudience,whichmo0va0onswillwinout?
MulQ-GeneraQonalTravelManyelecttotraveltogetherasmul0-genera0ongroupsofbothfamiliesandmixedfriends.Theylookforvaca0onsthatkeepeveryonehappyand,assuch,
stressmanysystemsbasedondeliveringsegmentedexperiences.
TravelMindsets,NotSegmentsThroughbePerstafftrainingandimproveduseofconnecteddata,travel
organisa0onsareabletotargetbasedonsitua0ons,notsegments,allowingthemindsetoftheguest–notanagebracket–todrivetheirexperience.
MassMedicalTourismInkeyloca0onswherehotelfootprintsalignwiththemedicalfacili0es,
therewillbegrowingdemandforaccommoda0onforpa0ents,theirfamiliesandhealthcareprofessionals.
LiveExperiencesLivesportandfes0valsareputonapedestal-aPrac0ngcross-overswithotherindustriesandgreatertechnicalinnova0ontoenhance
faninterac0vityandaudienceengagement.
SharingControl
SharingControl
Personalisa0on,peerpower,aggrega0on,choice,theseareallwordsofimmensemeaningtotravellersandguests.Theytrumpetthearrivalofcontrolthatlieswiththeindividual.Fororganisa0ons,thesesamewordsmeananewwayofworkingwheresome0mestheylead,some0mestheyfollow.Italsomeansthatcontrolanddecision-makingisshared.Withsomuchindividualityinplay,itisfairtoaskifloyaltys0llexists.Itdoes,butloyaltycon0nuestospreadfarawayfromwhatabrandsaysitisordoes,tothatpluswhatotherssayaboutthebrand.Trustliesinnetworksoffriends,familyandpeersandloyaltyispresentaslongasyouprovidegoodsandservicesthattravellersandguestswanttobuy.Heretoday,gonetomorrowringsvery,verytrue.Technologyplaysapartasaugmentedtravelenablestry-before-you-buyexperiences,devicesruletheroostandwifinomadstravelasandwhenitsuitsthem,aslongastheycanplugineveryfewdays.
SharingControl
ConsumerPowerTheconsumerislikelytogaintheupperhandintermsof
thepowerdynamicandprinciplessuchas‘greatcustomerservice’willnolongerbeanego0able.
PersonalisedChoiceConsumersenjoyaworldwherechoiceisacommoditybutwheretrustedopinionsplayacri0calroleinguidingandassis0ngdecisionsor,forsome
individuals,reducingchoicesontheirbehalf.
TravelersinControlConnec0vityeverywherewillredefineresearch,decision-making,marke0ngandexperiences.Thisleadstoaricherenvironmentfortravellersandtheopportunityforthemto‘makeittheirown’includingthespontaneous.
PeerPowerAggrega0onoccursinhotel/peerreviewsitesalongsideintegra0onwith
consumers’personaltrustednetworks.Thisgivesguestsadvicetheycantrustandgreaterconsistencyofra0ngsglobally.
DeviceisKing,ConsumerisQueenThedeviceisthefocusofthefuture–itknowswhereyouare,whatyouredeemandwillconsolidateallyourinforma0on.Travelbrandshaveto
understandthewaysdeviceswillmediatetheirrela0onshipswithcustomers.
TheCompositeConsumerFlexibledigitaliden00esallowconsumerstoconnectwitheachotherevenastheyconnectwithbrands.Loyalrela0onshipswillbemadenotjustwithindividualcustomersbutalsowithfamilies,couples,andgroupsoffriends.
DilutedValueofLoyaltyConsumerswillincreasinglyfacetheproblemofhavingawalletfatwithloyaltycards.Inthisscenario,thevalueofloyaltymaybecomediluted,theconsumermaybecomeoverloaded,eventuallydisengagingfromloyaltyaltogether.
AugmentedTravelVirtualtry-before-you-buytravelexperiences,andaugmentedtravelexperiencesemergeaskeyoffersfrominnova0vetravelproviders
-enablingsophis0catedpersonalisa0onofexperiences.
ValuingTimeTechnology-enabledconnec0onsprovidemoreheadspaceandheart-spacethatdisplacethefrustra0onsand‘lost0me’thattravellersneedlesslysuffer.
Thishelpsthemtogetmorevaluefromtheir0mespenttravelling.
Wi-fiGlobalNomadsForsomeintheknowledgeeconomythepoten0alforcon0nuoustravel,
blendedwithpart-0mework,isfocusedon‘wi-fihopping’forregularaccesstohigh-speedconnec0vity-nomaPerwhereintheworldtheyare.
ExtremeCustomerCentricityCustomerengagementwillbecomeacorefunc0onthatcutsacrosstradi0onalsilos,andhelpstofocusen0rebusinessesonthecontextualneedsandvalueopportuni0esfordifferentaudiencesatdifferentstagesofacustomerjourney.
NewBusinessModels
NewBusinessModels
TheSharingEconomyisasignificantindustrymodelthatisrewri0ngtherules,par0cularlyinhospitality.Youdon’tneedtolookanyfurtherthanAirBnBandUbertoappreciatethepowerthatasharingdynamicpossesses.Thematchingofunmetneedswithunderu0lisedassetsisatthecoreofsharing.Whatmustalsobeappreciatedisthattravellersandguestsrespondwelltoorganisa0onsthatconnectthemtootherorganisa0ons.Theabilitytoformandmakebestuseofpartnershipswillbehighlyvalued.Newwaysofworkingwillalsobeinspiredbyindividualsandorganisa0onsmakinggooduseofbriefmomentsofaPen0onandbytheabilitytoactonupstreamknowledge.Short,sharpandaccuratewaysofassis0ngtravellersandguestswillbeappreciated.Nevertheless,seamlessend-to-endexperiencesares0llexpected.Thisnotonlycallsforasignificantintegra0oneffortonbehalfofthesupplier,butitraisestheques0onofwhoisliablewhenthingsdon’tgoaccordingtoplan.
NewBusinessModels
ConsolidaQonofTravelVerQcalsThepulloflargeindustryplayersaimingtoimproveefficienciesandthepushofmarketdisrup0onssuchasAirBnBandUberleadtoincreasedconsolida0on
andintegra0onwithintourismboards,hotelbrands,travelagenciesetc.
BrandAlliancesWewillseeasetofconsumerexpecta0onsthatbrandswillnolongerbeabletodeliveralone.Strategicbrandalliances,designedtodeliversophis0cated
choiceandcontent,tocomplexconsumerneeds,arelikelytoemerge.
TheSharingEconomywillbeRegulaQon-lightConsumerswillbecomemoreloyaltobusinessmodelsthatconnectthemtootherpeople.Personalrela0onshipswilldominate-butwithinthesafetyofrecognisedglobalnetworksthatactasinsurance/reassuranceforusers.
10SecondsofAVenQonIncreasedconsumerchoicesandchannelsleavebrandsfigh0ngfor10secondsofaPen0on.Anewparadigmwillemerge,basedondynamic,fast-moving,callstoac0onratherthanlong-termrela0onshipswithdelayedrewards.
DeeperLoyaltyWhiletravellersareusedtopoints,manyseetheneedfordeeperrela0onshipswiththehotelstheyprefertovisit,ratherthanaglobalporaoliothatsharethesamebrand.Theyseekcloserrela0onshipsaroundtheirrealneeds.
Up-StreamInsightCompaniesandnetworkshave,andacton,veryearlyinsightonfuture‘intenttotravel’andcustomiseservicestosuit.Exis0nghotelbrandrela0onshipsare
by-passedbythosemore‘intheknow’aboutguestinterests.
ChangingTravelMoQvaQonsDemographicshirsandtechnologydevelopmentsinfluencewhenandwhy
weneedtotravel.Mo0va0onsforworkandleisuremobilitybluranddynamicpricingandthesharingeconomydelivergreaterefficiencyinthesystem.
TravellingLiabiliQesIntegrated,door-to-doortravelbookingandexperiencesmeanthatsingletravelplaaormserviceprovidersneednewmodelsofriskmanagementastheybecomeliableforawiderangeofac0vi0es.
End-to-EndExperiencesTosimplifythecustomerjourneyandexploitinefficienciesacrossthetravel
eco-system,newtechnology-ledservicesdecoupleanddisintermediatecurrentproviders:Newseamless,integratedappsre-bundlethea-la-cartechoices.
BeingHuman
BeingHuman
Inahightechworld,doweassumethathumancontacthasdisappeared?Forsome,thisisn’taproblem,butformany,thehumantouchremainskey.Problem-solvingandpersonalisa0onremainasareaswhereitisacri0calcomponent.Nevertheless,showingahumansidecanbemoredifficultforsomeorganisa0onsastheymayfearrevealingtheirlessaPrac0veside.Yetwithincreasingtransparencyinplay,revealtheymust.Beinghumancanalsobeevidentinthekindsofservicessoughtbytravellersandguests,orprovidedbyhospitalityplayers.Well-beingcon0nuestobeanimportantfocusareaasdoesthemaximisa0onofmoments.Spacetooisanopportunityforhumantohumanconnec0onandfortheprovisionofa‘human’feelthroughprovisionofcomfort,securityandpersonalisedse{ngs.
BeingHuman
DreamingofHumanityThenormwillbeautoma0on:machineswillrespondtohumanswho
respondtomachines.Humaninterac0onwillonlybeusedtoproblem-solveandprovidemorepersonalisedandpremiumservices.
TheHumanTouchInaworldofglobalanddigitalmarke0ngandconsump0on,
consumerswillincreasinglyfavourthosebrandsthatcanoffermoreemo0onalengagements,andspecificallyhuman-to-humancontact.
Love:WartsandAllWithcorporatetransparencybecominganecessity,businesseshaveto
addressitasbothanopportunityandathreat.Successfulbrandswillfindwaystotakecustomerswiththem-evenastheyrevealtheirlessaPrac0vesides.
LengtheningRelaQonshipsWiththesectorunderaPackfromoutside,hospitalitycompaniesseetheneedfornewpointsofcontactthataredifferentfromthepast:Theywanttolengthenrela0onshipswithcustomersbothbeforeandarerthestay.
MaximisingMomentsIndividualsseektomaximisethebenefitsofmomentsavailabletothem-
whetherefficiency,rest,enjoymentorotherwise-regardlessof0mespanandwhetherthemomentwasplannedorenforced.
Mind,BodyandSpiritWewillseeagrowthintravelaimedatimprovementsinwell-being.Thiswillincludeareawakeningandrevisi0ngoflocalspiritualtradi0onsincountrieswheretravelandtravellershave,tonow,beenassociatedwithmodernity.
SupporQngOverwhelmedTravellersWithaccesstoseeminglyendlessinforma0on,travellerswillcon0nuetoneedhelp‘connec0ngthedots’andfiltering.Thegatheringofusefullocalandauthen0cknowledgefrommeaningful(human)sourceswillbekey.
DefiningMySpaceHospitalityorganisa0onsincreasinglyop0misetheexperienceofspace–bothphysicallyandexperien0ally-tohelptravellersfeelcomfortableandsecure.
Thisresultsinmorememorable,personalisedandefficienttravel.
QuesQonsthatemerge
QuesQonsthatEmergeFromthesediscussionsonandaroundthefutureofhospitality,thereseemstobeanumberofkeyques0onstobeaddressedbygovernments,companiesandindividuals–someglobalandsomemorelocalorregionalinfocus.
1. Howwillasset-richhospitalitybrandsstrikeabalancebetweentheneedforcrucialinvestmentsinstafftraining,customerserviceandmee0ngsustainabilityaims,yetmaintainacompe00veedgewithasset-lightorganisa0onsbornofthesharingeconomy?
2. Inanincreasinglytechnology-ledexperience,filledwithchoice,personalisa0onandconsumercontrol,howimportantwillthehumantouchbeandhowwillitbemademanifest?
3. Hospitalityorganisa0onsneedtodealwithincreasedtransparency,lesswasteandtheneedforcrea0ngposi0velocalimpactinordertomeetchangingregula0onsandconsumerexpecta0ons.Howlongdotheyhaveandwhatarethepenal0esforge{ngitwrong?
4. Willtheideaofcustomersegmentss0llexistinthehospitalityindustryin10years’0me?Ifso,howwillthisapproachadequatelyencompassregularlychangingcommuni0es?
5. Willloyaltys0llbeaddressedviahospitalityloyaltyprogrammesmodelledontoday?Ifnot,whatwilltheylooklike?
6. Howwilltheforcesofdisrup0vebusinessmodelsandtheneedforefficiencypitbrandsagainsteachotherat0mesanddrawthemtogetherinothersitua0ons?
7. Howwillthebroadhospitalitylandscapechangeandhowsignificantwillthischangebe?
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