Trends Implications


Gaining access to informed perspectives on the future is one thing. Understanding the ramifications of emerging trends and implications for a particular business or a specific sector is another. With the Hotel 2030 research (LINK to Research) and wider views of future shifts (LINK to www.futureagenda.org) to draw on, we have a unique range of insights gained from discussions with many leading organisations and informed individuals around the world. This is openly shared with many to provide stimulus on emerging issues and provoke debate.

When organisations need to be able to place some intelligent bets for the future, refine their growth strategy and/or identify new opportunities, we help them understand the implications of key emerging trends in three steps:

  1. FILTER: We first help filter the most significant future shifts against agreed criteria directly linked to the nature and scope of the issue(s) being addressed. These may include trends in adjacent sectors that could disrupt existing practices within the hospitality industry, regional shifts within the sector that could transfer to other areas and/or become global, and/or cross-industry changes that will impact most sectors. With the potentially most significant shifts selected and prioritised we then proceed to work with these in more detail.
  2. CLUSTER: The second step is to group together different prioritised trends into clusters that represent a bigger overall shift or change that could have impact. Often linking together around half a dozen ingredient issues, these clusters provide higher-level platforms from which we can collaboratively build compelling narratives of how associated change will potentially occur, when and why. These provide us with around six to ten core future themes for the organisation to consider.
  3. DETAIL: Thirdly, and often in a workshop environment, we then work with smaller subgroups to discuss and detail the specific implications for the hotel and hospitality industry, probable consequences and ramifications of these to current and future business models and guest experiences. From this we can define specific actions, such as signals to track, and establish a radar for the organization on how the detailed implications evolve.

Together, this engaging and dynamic approach has helped many organisations make sense of future changes and see clear options for their business to explore and exploit

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