2036HOTELYearbookTHE GLOBAL HOTEL INDUSTRY 20 YEARS IN THE FUTURE
www.hotel-yearbook.comThis e-publication may be downloaded free of charge
Business leaders of the future explain how two decades of change will affect the hotel industry between now and 2036: political changes economic changes societal changes technological changes
The Hotel Yearbook 2036 is like no other book ever published for our industry. Written from the viewpoint of the year 2036, this provocative and very creative e-book consists of a set of imagined interviews conducted with top executives, consultants, and industry observers who look back on twenty years of dramatic changes and developments that have had an impact on the way the global hotel industry has turned out.
Imaginatively conceived and written by Woody Wade, the founder of The Hotel Yearbook series ten years ago, the fictitious interviews published here are hard-hitting, eye-opening, very entertaining, and perhaps even a little scary.
The result may be fiction, but it’s a very stimulating read. The dozens of “witnesses” to the future look at the industry from many different perspectives, and their testimony, while invented, is thought-provoking yet entirely plausible.
To say “Thank you” to our readers for making The Hotel Yearbook a success for ten years in a row, this very special “2036 edition” will be available free of charge as an e-book at our website www.hotel-yearbook.com.
Since 2007, The Hotel Yearbook has provided thousands of decision makers in the hotel industry with valuable opinions and insights on what may be in store in the year ahead.
To celebrate the 10th anniversary of this forward-looking publication, the upcoming edition of The Hotel Yearbook will break completely new ground, taking a giant leap 20 years into the future.
Where will you be in 2036? 10 years ANNIVERSARY !
“The Hotel Yearbook 2036 highlights the dramatic changes that the hotel
industry may confront over the next two decades,” says author Woody Wade.
“The future will be different from today. Everybody knows that. But how will it
be different? That’s the key question. This e-book focuses on these differences,
by pretending that we are already in the future, and letting a number of senior
executives and industry observers from the year 2036 tell their side of the story,
explaining ‘what happened’ in the hotel industry over the previous 20 years. In
the process, our eyes are opened to some fascinating – and possibly unexpected –
future scenarios.”
2036HOTELYearbookTHE GLOBAL HOTEL INDUSTRY 20 YEARS IN THE FUTURE
www.hotel-yearbook.comThis e-publication may be downloaded free of charge
Business leaders of the future explain how two decades of change will affect the hotel industry between now and 2036: political changes economic changes societal changes technological changes
ABOUT
ABOUT THE AUTHOR
ADVANCE PRAISE FOR THE HOTEL YEARBOOK 2036:
Woody Wade, founder and publisher of the Hotel Yearbook, is a specialist in scenario planning, a technique
that helps organizations visualize how their future business landscape could change, so they can spot
innovation opportunities today. In 2012, his book Scenario Planning: A Field Guide to the Future was
published by Wiley, the largest business book publisher in the USA. Two years later, its Japanese-language
edition achieved best-seller status there and was voted the 14th best book of 2014 by readers of Harvard Business Review
(Japan). Woody is the former Marketing Director of the Ecole hôtelière de Lausanne and was an Executive Board member
of the World Economic Forum in Geneva. Based in Switzerland, he has an MBA from Harvard Business School.
“Fiction can help people better understand reality and its future. In The Hotel Yearbook 2036, Woody Wade has done a remarkable job of describing what the future of the hotel industry may well be like, and he has done so in an entertaining and humorous way that executives will find hard to put down, and even harder to stop thinking about.” Demian Hodari | Associate Professor of Strategic Management,
Ecole hôtelière de Lausanne
“An enjoyable and thought-provoking publication that I recommend to anyone in the hospitality business responsible for preparing a response to what this competitive industry will be facing in the future.”Giovanni Angelini | Former CEO, Shangri-La Hotels & Resorts
“By looking ‘back’ from the vantage point of twenty years in the future, this book is able to posit some fascinating ideas about how the world, and the industry, might develop. It’s fiction, but I found it very plausible. And entertaining, too.”Frank Wolfe | CEO, Hospitality Financial and Technology Professionals
“To the future and back!” The Hotel Yearbook 2036 gives us a peek forward at what’s to come... In 1996 the dictionary didn’t include the word “OTA”; WiFi connectivity was just a discussion; phones were for talking… Looking back just 20 years, it’s interesting how much we forget. Open your mind, switch on your imagination, and enjoy...”Michael Levie | CitizenM Hotels founder and COO
Hotel Yearbook
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CH-1091 Grandvaux (Lausanne)
Switzerland
www.hotel-yearbook.com
Feel free to contact us with any questions you might
have regarding this edition.
1HOTELyearbook2009
PUBLISHED IN PARTNERSHIP WITH SWISSCOM HOSPITALITY
How Barack Obama willaffect the US hotel industryEconomic woes in 2009 :
Managing in a downturnFour CIOs join our firstTechnology Roundtable
The GM of the « Best Hotel in the World »
tells us where luxury is headingThoughts on 2009 from the CEOsof Scandic and Mövenpick
Sir David Michels on the shape of the coming recoveryThe outlook for 20 key markets,
from China and the USA to Germany, Brazil and LibyaIs it time to change in-room technology standards ?How the crisis will affect luxury in 2010Editorial input from 25 hotel
industry CEOs
2010W h a t t o e x p e c t i n t h e y e a r a h e a d
HOTELyearbook2010
01
1
Four Seasons CEO Kathleen Taylor
on the evolving concept of luxuryThe post-crisis outlook in key markets :
20 exclusive situation reports from Horwath HTL
Best Western CEO David Kong describes the key issues
US hoteliers will have to tackle in 2011
The industry’s most progressive approach to operations :
our interview with citizenM’s Michael Levie Plus ideas, expectations and insights for 2011
from the Chief Executives of 8 hotel groups
HOTEL 2011W h a t t o ex p e c t i n t h e ye a r a h e a d
HOTEL 2012S c e n a r i o s f o r t h e ye a r a h e a d
Choice CEO Stephen Joyce :Ideas, insights – and wishes – for 2012
Is your hotel ready for the Chinese ?The 2012 outlook for key hotel markets :
30 exclusive country reports from Horwath HTL
Next year’s IT challenges :What will they be ? How much will they cost ?
Legal issues facing us in Europe, China and the USA
HOTEL 2013
Puneet Chhatwal, Steigenberger’s new CEO,
shares his thoughts on the challenges in the year ahead
Dorchester Collection CEO Chris Cowdray on leadership
How will 2013 shape up for the key hotel markets worldwide ?
30 exclusive country reports from Horwath HTLSpecial section : “Spa 2020”
Leading experts explore the next decade in the spa industry
How is your company visualizing its future business landscape ?
Woody Wade on scenario planning in the hotel industry
S c e n a r i o s f o r t h e ye a r a h e a d
11CHANGES.COMTM
The CEOs of Six Senses and The Bürgenstock Collection discuss
the luxury resort of the futureWimberly Interiors present a stunning 7-page portfolio of hotel design trends
The 2014 hotel outlook around the world:
45 country reports from Horwath HTLOur trend spotters on asset management, sustainability,
digital marketing, tourism and revenue management in 2014
Industry observations from our academic partners Cornell, Lausanne,
Hong Kong Polytechnic and ESSEC
2014HOTELYearbookFORESIGHT AND INNOVATION IN THE GLOBAL HOTEL INDUSTRY
www.hotel-yearbook.comThis e-publication may be ordered online | € 19.50
2036HOTELYearbookTHE GLOBAL HOTEL INDUSTRY 20 YEARS IN THE FUTURE
www.hotel-yearbook.comThis e-publication may be downloaded free of charge
Business leaders of the future explain how two decades of
change will affect the hotel industry between now and 2036:
political changes economic changes societal changes technological changes
