Foresight and innovation in
the global hotel industry

Exploring the terrain of 2023 in 2013 | By Woody Wade

Author of “See Your New Normal”
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Synopsis

More and more hotel companies are turning to a technique called scenario planning to help them visualize how their future “business landscape” could develop over time. According to Woody Wade, author of the recently published book “Scenario Planning : A Field Guide to the Future”, this creative yet logically structured approach allows companies to envisage alternative ways their competitive environment could realistically unfold, enabling them to shape more flexible long-term strategies today.

More and more hotel companies are turning to a technique called scenario planning to help them visualize how their future “business landscape” could develop over time. According to Woody Wade, author of the recently published book “Scenario Planning : A Field Guide to the Future”, this creative yet logically structured approach allows companies to envisage alternative ways their competitive environment could realistically unfold, enabling them to shape more flexible long-term strategies today.

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Woody Wade
Author of “See Your New Normal”
Wade & Company
HOTEL yearbook (HYB)
Maastricht, Netherlands, The
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The Hotel Yearbook is a family of publications that call upon a wide-ranging group of senior executives, analysts, consultants and opinion leaders from all over the world to ask, "What lies ahead for the global hotel industry?" In The Hotel Yearbook - whether it is the highly respected annual edition or any of the special editions focusing on such critically important themes as technology, talent development, or the digital world - our forward-looking contributors share with readers the key trends and developments that they believe could have an impact on the performance of the hotel industry in the future.