This report is a rare document in the realm of hospitality strategy. It does not just analyse trends; it enables them, turning insight into an instrument of strategic provocation.

More than an academic exercise, it is a blueprint for hoteliers who refuse to be caught in the inertia of legacy thinking. It lays down a challenge not only to industry executives but to the very notion of what hospitality has been, demanding a radical departure from tradition in favour of a future that is defined not by adaptation, but by deliberate, calculated reinvention.

This fresh take on hotel trend forecasting is unlike most industry reports. This does not afford the luxury of passive contemplation. It places an ultimatum before the industry: act now, or be rendered obsolete.