The document discusses key trends and opportunities for the hotel industry over the next decade. It identifies that travelers will have more complex lives and demand greater personalization. Hotels will need to embrace new technologies to improve efficiency, personalize service, and meet evolving customer expectations. By 2020, personalization is expected to be widely embraced, allowing customers to customize many aspects of their stay upon booking. Hotels will also seek to cover a wider range of property types, from budget to luxury, and may co-locate different brands to share facilities. New "signature" co-branded properties may emerge to provide differentiation within chains.

1. Competing for
Tomorrow
Copenhagen
June 9th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.fastfuture.com
www.convention-2020.com

2. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations

3. Hotels 2020: Beyond Segmentation
Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
– Brand portfolio
– Business models
– Customer targeting
– Innovation

4. Ambitious Tourism Goals

5. Outstanding Natural Heritage

6. So where are the
Opportunities?

7. Community Engagement -
Aruba

8. City Regeneration - Malmo

9. City Branding - Berlin

10. Partner and Be Magnetic

11. Create Tolerance of Uncertainty
http://2.bp.blogspot.com/_MuWNJtJ8XS4/RwrvXTT4e4I/AAAAAAAABJc/pMnDJx06ZQA/s400/DuaneMichels.Uncertainty88.jpg

12. Using Social Media

13. Tourism Co-creation

14. Business Events

15. Museum Partnerships

16. Cultural Events

17. Art Exhibits

18. Gourmet Experiences

19. Distinctive Experiences

20. Agri-Tourism –
25% Income boost to Farmers

21. What Could we do Tomorrow?

22. What key trends
and changing client
priorities are you
seeing in your
business?
Image source: gastro2009.org

23. Growth is not Guaranteed
Image source: Piper Report

24. The Market is Very Competitive. ..

25. Thinking is Back in Fashion
Image source: Einstein.yu.edu

26. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

27. Generational Diversity
Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of living
to 100.
Aubrey de Grey suggests we
could live to 500 or 1000
What are the implications for
event design?
What kind of opportunities will
be created?
Image source: ted.com

28. Business Model / ROI Innovation
Free or Fantastic
Image source: eholidayindia.com

29. What I Want – When I Want
Image sources L-R: blog.core-ed.net / neonpunch.com / geek.com

30. Barriers to Effectiveness
What do you consider are the biggest problems today that stop conferences and
exhibitions from being fully effective?
30
697 respondents (03/10) No. of Respondents

31. Factors influencing the decision to
attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you to attend
live events such as conferences and exhibitions?
% of Respondents
31

32. Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
32
Image source: Qatar National Convention Centre 1085 respondents

33. More, Smaller and Specialized?
By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
33
Image source: imageshack.us 1090 respondents

34. Event Design Priorities 2011
Extend use of Increase Retain existing
social media networking sponsors and
around an event opportunities exhibitors
Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com

35. Association Event Priorities 2011
Demonstrate Differentiate Identify benefits /
event benefits to events in the proof of value for
potential face of increased sponsors and
delegates competition exhibitors
Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com

36. Event Management Strategies 2015
Greater focus Stronger focus Increased
on capturing on emphasis on the
the knowledge personalization overall ‘meeting
generated at and maximizing architecture’ to
an event individual ensure delivery
learning against objectives
Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com

37. Alternative Event Business Models 2015
Presentations All sessions Sponsorship
streamed live to available on a based on level of
the web pay per view interest or actual
basis after the business
event generated
Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com

38. Venue Priorities 2011
Provide free Create lower More flexible
broadband cost operating service offerings to
wireless access models meet customer
demand
38
Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk

39. Venue Strategies 2015
Offer full AV Offer a full Full e-solution
package meeting planning to event
service to help organisers
attract events
39
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

40. Venue Business Models 2015
Grow leisure Outsource Create new
and retail to management to events alone
diversify third party or with
revenues specialists partners
40
Image sources: businessweek.com / wcafamily.com

41. Destination Priorities 2011
Find differentiators Use web /social Prioritise key
in the face of media more to events, industries
intense promote the and associations
competition destination to target
41
Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

42. Destination Strategies 2015
Show ROI for Show longer More
event term contribution extensive
owners/delegates to economic data mining
development
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

43. Event Agency Priorities 2011
Attract new Maintain the Maximize
customers existing customer delegate
base satisfaction
Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net

44. Event Agency Strategies 2015
Develop solutions Look more like Focus on
which help clients management developing a deep
capture and re-use consultancies – understanding of
the knowledge providing a range of client business
generated at additional consulting strategies and
events and research services priorities
Image sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com

45. What key trends
and changing client
priorities are you
seeing in your
business?
Image source: gastro2009.org

46. Event Innovation –
What are your best examples?

47. Sydney Vivid
Joined up Thinking

48. Adelaide Convention Centre
Creating Experiences
http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre

49. Global Franchise - TED
Image source: blog.sustainable.org http://www.borev.net/imf.jpg

50. Personal and Immersive
e.g. Globe Forum Silent Conference
Image source: sustainablecitiesnet.com

51. Event Camp Twin Cities
The Audience are the Event
Image source: ready2spark.com http://www.borev.net/imf.jpg

52. Embrace Collaboration –
Design e.g LIFT
Image sources: ldailymotion.com / liftconference.com http://www.borev.net/imf.jpg

53. Embrace Collaboration –
Events e.g Gastro
Image source: gastro2009.org http://www.borev.net/imf.jpg

54. Food Service Network
Total Immersion
Image source: foodservicenetwork.nl

55. PCMA Learning Lounge
Image source: jeffhurtblog.com

56. Innotown – Simple and Slow
Image source: innotown.com

57. Trade Show Innovation
• Routes /
Network
• Health Industry
Distributors
• United Food
Processors
Image source: Imex

58. Food Inspiration - 1
Reinventing the Trade Show
Image sources: lovelovemodo.comlisstree.com / thechefalliance.com

59. Food Inspiration - 2
Pop-up Events
Image source: Foodreflection.nl / sre.nl

60. Convention 2020 - Conclusions
• Demand will hold up
• Innovation required in
formats, business models,
capability and technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Image sources: mrcheckout.net / topboxdesign.com

61. Next Steps – June – Dec 2011
• Venue Strategies
• Destination
Strategies
• Technology
Timeline
• Association Events
• Corporate Events

62. Next Steps – How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com

63. Hotels 2020
Strategies and Service in
an Era of Change and
Personalisation

64. Hotels 2020 – Objectives
• Identify key drivers of change
for the globally branded hotel
sector over the next decade
• Examine the implications for:
Hotel strategy
Brand portfolio
Business models
Customer targeting
Innovation

65. Hotels 2020 – Research Methods
• Expert Interviews
• Desk Research
• Global Survey
• Workshops (Delhi, Dubai)

66. Traveller Behaviours
• Too Busy To Care
• Complex Lives,
Pressurised Finances
• Craving Simplicity
• Wealthy and Hard to
Please

67. Tomorrow’s Traveler –
Spending Patterns
• By 2020, Asian consumers
could account for over 40%
of global middle class
consumption
• By 2014 female wealth
could reach $18 trillion
• Females could control 70%
of global consumer
spending

68. Tomorrow’s Traveler – Technology
• Number of mobile subscribers
could rise from 4Bn to 5Bn
2009-2015
• Mobile data traffic to rise 300-
fold by 2015 (Nokia).
• By 2020 the range and nature
of interaction technologies /
customer ‘touch points’ will
expand dramatically.
• ‘Go nowhere’ gamers
• Personal genetic profiles

69. Sustainability
Environmental considerations will play an increasing role in
the choice of business and leisure hotels. 606 Respondents

70. Crowne Plaza Copenhagen Towers –
Solar Power, Geothermal Well, Eco-rooms

71. Hotels will increasingly consider factors such as cost of servicing, level
of spend and average length of stay when targeting potential customers
in different geographic markets
70
58
60
50
39
40
30
20
10
593 Respondents 0
3
0
Strongly agree Agree Disagree Strongly disagree

72. Hotel Categorization may Need to Evolve to Focus
More on Service Than Facilities

73. Traveler motivations will become increasingly fragmented and diverse
and harder to segment into clearly definable customer groupings
604 Respondents

74. Hotel guests will expect their stay to be personalized
around a set of choices they make at the time of
booking or prior to arrival
60
50
50
42
40
30
20
10 7
1
602 Respondents
0
Strongly agree Agree Disagree Strongly disagree

75. The Emergence of Personalized
Service Spectrums
86% agreed that by 2020,
personalization will have been
embraced wholeheartedly by
the sector and that ‘customers
will have the ability to choose
the size of room, type of bed,
amenities, audio-visual
facilities, business equipment,
etc. on booking and pay
accordingly’.

76. Hotels will need to develop strong social media 'listening skills' to
understand how customer needs and perceptions of brands and service
quality are truly evolving and to develop service propositions, marketing
messages, and pricing solutions that reflect the needs of an increasingly
diverse customer base.
60
54
50
42
40
30
20
10
4
0
597 Respondents
0
Strongly agree Agree Disagree Strongly disagree

77. Technology and Connectivity Drivers
Hotels will increasingly look to new technologies to
drastically increase efficiency, reduce costs, personalise the
customer experience and improve service.
60
54
50
41
40
30
20
10
4
1
0
605 Respondents Strongly agree Agree Disagree Strongly disagree

78. Hotel Technology Development
Roadmap to 2020
Widespread Now Widespread by 2015 Widespread by 2020
Relationship Management
1.67 billion web users Dominance of online bookings 5 billion web users
Rise of social meeting Evolution of Customer Intelligent Agents / Software
Travel planning Relationship Management Assistant
Tablet computers (CRM) Semantic Web
Wireless broadband High bandwidth wireless Intelligent Web
Virtual Travel broadband Immersive Web (Use of web
Speech Recognition and technology to deliver
Language Translation in daily sensation, experience and
use emotion)
Personal Technology
Augmented Reality (figure 3) Explosion Of Personal Display 5G Phones
Devices Gesture Interfaces (figure 5)
Mind Control Headsets (figure Heads Up Displays (figure 6)
4)
4G Phones
Intelligent Interfaces

79. Hotel Technology Development
Roadmap to 2020
Widespread Now Widespread by 2015 Widespread by 2020
Guestroom Functionality
Centralized and 3D TV 4D TV
personalized control of Multimedia Beds Sensor-Based Room
media, lighting and IP Telephony Management
temperature IPTV Personal Robots
Smartphone Room
Access
In Room Concierge
Meeting Support
Video Conferencing /
Tele-presence
Virtual Meetings And
Hybrid Events

80. Hotel Technology Development
Roadmap to 2020
Widespread Now Widespread by 2015 Widespread by 2020
Guest Services
Self Service Kiosks Interactive Displays Touchable Holographs
3D Displays Interactive Surfaces Haptics Technology (allowing
Near Field Communication users to physically ''feel'
(NFC) virtual objects on a computer)
Quick-Response (QR) Codes
Business Operations And Management
Cloud Computing Biometrics (E.G. Voice /
Facial Recognition)
RFID
Data Security Ambient Intelligence Sensor Networks
Hybrid Platforms Swarm Intelligence
Monitoring And Surveillance (Analyzing Group Behavior)
Knowledge Mining Remote Sensing Security
Predictive Analytics Crowd Farming

81. Personalization

82. By 2020 global hotel groups will increasingly seek to
cover the full spectrum from budget through to
luxury and heritage properties
606 Respondents

83. Hotel groups and owners may increasingly seek to co-locate
different categories of hotel from budget to luxury in a
common location with shared catering and leisure facilities
for use by all guests
598 Respondents

84. By 2020 a new category of co-branded and co-designed
‘signature’ properties will emerge within hotel chain
portfolios, providing differentiation and opening up ancillary
revenue stream options
By 2020 a new category of co-branded and co-designed ‘signature’
properties will emerge within hotel chain portfolios, providing
differentiation and opening up ancillary revenue stream options
60 57
50
40
30
22
19
20
10
2
0
590 Respondents Strongly agree Agree Disagree Strongly disagree

85. By 2020 we will see the emergence of a new breed of unbranded hotel
group, offering 'white label solutions'- including sophisticated marketing,
very high standards of service and advanced technology support while
allowing owners to develop their own brands
595 Respondents

86. The emergence of invitation-only hotels’ by 2020
The emergence of invitation-only hotels’ by 2020
587 Respondents

87. By 2020 hotels will increasingly experiment with a
range of business models
602 Respondents

88. Hotels will use discount offers to capture a share of pre- and
post-trip travel spend e.g. purchase of luggage, clothing,
transportation, insurance, duty free etc.
610 Respondents

89. Hotels will create their own catalogues of branded amenities,
clothing, furniture and decorations
610 Respondents

90. Hotels will increasingly provide additional business services
e.g. translation, access to legal and accounting advice,
secretarial support, company formation, organization of small
meetings, etc
610 Respondents

91. Staff and Service
Highly trained staff backed up by technology will be key to delivering
personalized service and experiences
605 Respondents

92. Hotels 2020 – Key Characteristics of
Successful Players in Tomorrow’s World

93. 1. Deep understanding of an increasingly
geographically, financially, generationally and
attitudinally diverse and evolving customer base
• Growth from emerging
markets
• Evolving demands of an
aging population
• Rising disparity and
continued uncertainty in
developed economies

94. 2. Immersive, tactile and multi-dimensional
technology interfaces
• Augmented reality
creates digital
overlay’s on the ‘real’
world
• 3D projection and
gesture interfaces
© 2010 Amadeus IT Group
will change how we
view and interact
SA
with information

95. 3. Continuous search for ancillary revenues
• Potential to capture
more of total trip
spending
• Identification of
new streams and
© 2010 Amadeus IT Group
merchandising
opportunities
SA

96. 4. Open, listening, collaborative and experimental
approach to innovation
96% believe that in the
face of intense global
competition, the hotel
industry will develop a
strong focus on strategy
and innovation –
adopting approaches
© 2010 Amadeus IT Group
such as crowd sourcing
and open innovation to
generate new ideas.
SA

97. 5. An organization capable of surviving and
thriving in turbulence and uncertainty
• Prepare for a
range of
possible
scenarios
• Tolerance of
uncertainty
becomes a core
competence

98. Hotels 2020: Conclusion
• The hotel of the
future will be a living
laboratory
– Constant
experimentation and
innovation
– Every interaction a
potential source of
insight and ideas

99. Hotels 2020 – Beyond Segmentation
Thank You

100. Fast Future – Meetings Industry
Services
• Briefings and workshops for executive
management and boards of venues, CVB’s and
associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• ‘Deep dives’ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
100

101. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel,
Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria,
Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London,
San Francisco, Toronto, Abu Dhabi, Durban,
Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group

102. Future Convention Cities Initiative
• Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future

103. Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com

104. Designing Your Future
Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making
framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com

105. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

106. Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

107. Example Clients