Lausanne
Report

Shaping the future of hospitality - outlook 2030

INSPIRATION

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Shaping the future of hospitality

Introduction

INTRODUCTION

CHANGE CREATES OPPORTUNITIES

INSPIRING LEADERS AND PIONEERS

The way people think, consume, live, and perceive reality is changing rapidly. What will be the impact on hospitality?

Lausanne Report aims at stimulating a debate among hospitality leaders on forthcoming risks and opportunities. You’ll discover an ambitious view of our future, and different scenarios to respond to the challenges ahead.

PRACTICE-ORIENTED

This report combines the findings from trends studies with interviews of forty hospitality industry leaders representing fifteen countries.

A list of hospitality industry mega-trends, sub-trends and forces emerged from their views of the future.

We'll explore together the six most important developments that will change the hotel industry for good.

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« I do not believe that the future will be all about technology. Our industry’s true future leaders will have to be people who can create a community. »

André Witschi
President of the Board of Governors EHL

SHIFT OF MARKET POWER

Thesis #1

SHIFT OF MARKET POWER

CONSOLIDATION VS FRAGMENTATION

MAIN CONTENT

  • Scenario A: consolidated hospitality
  • Scenario B: continuous fragmentation
  • Fragmentation and consolidation go hand in hand
  • What if there were one single unified reservation system?
  • Food for thought:
    Leverage client contacts
    Build destination management and hospitality clusters

THE LIFE-CYCLE OF HOSPITALITY

Consolidation and fragmentation are cyclical and successive phenomena. Both dynamics co-exist in the hospitality industry, depending on which market you explore.

Re-thinking loyalty, imagining new collaborative platforms and hospitality clusters could be crucial for future business success. 

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« The Googles of the world and the Amazons of the world are going to get into the OTAs' space. »

Stephen Rushmore
Founder HVS


VULNERABILITY ON THE RISE

Thesis #2

VULNERABILITY ON THE RISE

FRAGILITY VS RESILIENCE

MAIN CONTENT

  • Scenario A: fragile hospitality
  • Scenario B: creating resilience
  • What if hybrid operations was the hospitality industry’s response to increased risks?
  • Food for thought:
    Vulnerability index
    Perception and reliability

DEALING WITH A NEW FRAGILITY

Threats resulting from climate change, safety and security issues as well as unprecedented migration streams are tomorrow’s game changers.

The main challenges for the hospitality industry are the lack of predictability and the magnitude of such events – and how fast the industry can react and adapt.

Hybrid operations might be one of the hospitality industry’s possible response to increased risks.

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« If you do not diversify, the first crisis to hit will put you out of business. The more diversified your business is, the better. »

Bruno H. Schöpfer
Managing Director 
Katara Hospitality Switzerland AG


IN SEARCH OF A SENSE OF BELONGING

Thesis #3

IN SEARCH OF A SENSE OF BELONGING

COMMUNITIES VS INDIVIDUALS

MAIN CONTENT

  • Scenario A: power to communities
  • Scenario B: power to individuals
  • The hybrid model: sharing hospitality
  • Serving individuals and communities
  • What if cryptocurrencies were to gain influence?
  • What if communities were to lose power?
  • Food for thought:
    Together alone
    Exclusive clubs

THE HUMAN FACTOR

Concepts such as crowdsourcing, crowdfunding, peer-to-peer and sharing hospitality have their origins in the relationship between individuals and/or communities.

A decisive element for the hospitality industry’s future will be its ability to integrate the demands of individuals, communities and networks.

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« It’s generational.
My parents would not even think of being in the home of someone they’d known for twenty years, if they’re not there.
If I’m at my close friends’, I still won’t open their fridge. »

Michael Levie
COO Citizen M

NEW!

THE EMOTIONAL EXPERIENCE

Thesis #4

THE EMOTIONAL EXPERIENCE

HIGH TECH VS HIGH TOUCH

MAIN CONTENT

  • Scenario A: high tech shapes guest experience
  • Scenario B: high touch defines emotions
  • The hospitality journey
  • Between high tech and high touch
  • What if hospitality were to be affective?
  • Food for thought:
    R&D for the guest’s stay

PLEASING THE GUEST OF THE FUTURE

Imagine new armadas of physical and virtual robots deployed to meet customers’ needs. Or avatars negotiating with avatars to ensure everyone’s demands are met with the best deals.

High tech trends will shape our hospitality business. The balancing factor will be high touch: the ability to provoke and track emotions.  

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« I believe robots will mostly be used to facilitate heavy duties. That is a more interesting, smarter way to go about it, and the gain in terms of time and energy makes sense. »

Paul Dubrule
AccorHotels founder

COMING SOON - APRIL 2017

Smart hotels - smart destinations

Thesis #5

COMING SOON - MAY 2017

THE SCOPE OF KNOWLEDGE

Thesis #6

COMING SOON - MAY 2017

A world of opportunities

Conclusion