January 2020 - GO West - Predictions for the next Decade of Hospitality

Predictions for the Decade
Dan Berger
January 21, 2020

@danberger | #GoWest2020
I’m a believer.
I’m an entrepreneur.
I’m a participant.
I’m a planner.

1. Trends, backed by data.
2. Micro-predictions built off of those trends.
3. Predictions are generally sorted by ‘happening
now’ to ‘will happen later.’
4. Macro-predictions at the end of each section.
NOTE:
● This is meant to expand your thinking, not to
scare you.
● Data is either global or US-based
The Rules of the Road

43 Slides
100s of Studies
42 Trends
10 Big Predictions
30 Minutes

Global hotel investment
volumes held steady in 2019
#hotels

Convention hotels are a thing of
the past (US)
#hotels

Limited and select service is the
name of the game (US)
#hotels

● Owners will continue to be hands-on and
involved as they become more sophisticated.
● Chains will pay more attention to limited & select
service hotels.
● Hotels will become more interested in small-size
group business.
● 2019 was the last year of global growth this cycle.
Owners are focusing on every
aspect of their hotels
PREDICTIONS#hotels

@danberger | #GoWest2020@danberger | #GoWest2020
We are about to enter a
buyer’s market
TREND

US meat consumption has
shifted towards chicken
#F&B

The US is an outlier in terms of
beef consumption
#F&B

Alternative meats are picking up
steam
#F&B

Beer accounts for less than 50%
of alcohol consumption
#F&B

● Local fast-casual concepts will take the place of
unique restaurants in hotels.
● CBD-infused drinks will appear on beverage
menus.
● Lab-grown meats will replace more traditional
options.
● Some events will be alcohol-free to cater to
sober-curious attendees.
Every aspect of F&B is being
challenged
PREDICTIONS

Most events will be meatless
and many alcohol-free
TREND
Food may even be optional.

Consumers are more concerned
about their personal data
#data

There is increased pressure to
regulate big tech
#data

Americans are spending more
time on digital media than ever
before
#media

● GDPR-inspired regulation will be the global
norm.
● Device-free events will be welcomed and
enforced.
● Events will be the target of hackers and bad
actors.
● Some attendees will go badgeless or even
anonymous.
Privacy standards are set to
increase
PREDICTIONS

Attendees privacy
expectations will increase
TREND

Employers are embracing
remote work
#work

Freelancers are a growing part of
the economy
#work

● Pop-up coworking spaces will become the norm
in events.
● Hotels will offer coworking amenities as they
transform to lifestyle products.
● Events will be seen as a key tool to engage
remote workers.
● New meeting formats will be created to better
include a remote workforce.
Coworking is the new normal
PREDICTIONS#work

Planners will integrate
coworking and remote
attendance into their
programs
TREND

More than half of Americans think
Facebook will do more harm than
good
#data #privacy

Community events are growing
as people seek connectedness
Total Meetup.com Group joins per week
#data #privacy

Employee engagement is the key
to positive business outcomes
#data #privacy

HR is going to devote more
resources for employee events
● Internal events are going to be more important
than external events.
● Employers will provide event planning training
for their employees.
● Events will be viewed as perks that win in the war
for talent.
PREDICTIONS#data #privacy

Events that provide attendees a
sense of belonging will win
TREND

New digital supply channels for
group business continue to
emerge

● Suppliers will proactively reach out to well-suited
planners, thanks to better tools.
● Hotels will introduce direct booking for groups.
● Unsophisticated hotel sales reps and those
focused on small groups will move into different
roles.
● Non-traditional hospitality brands will become
more vertically integrated to compete.
Hotel sales and marketing for
groups is becoming more
complex
PREDICTIONS

There will be more ways to
source groups & meetings
TREND

Predictable physical work can be
replaced by machines

● Automation will give planners more time to be
creative.
● Simple proposals will be automated while more
robust ones will start costing money.
● Hotels and meeting planners will choose
consolidated event management platforms.
● Virtual site visits will augment in-person sites.
● Programs and attendee lists will be automated
thanks to recommendation engines.
● Floor plans will be more unique thanks to machine
learning.
● Robots will replace hotel and event staff.
Technology is upgrading every
step in event planning
PREDICTIONS

Technology will augment the
way we plan for the better
TREND

The middle class is growing
globally

● The growing global middle class means more
prospective attendees.
● Home-sharing will add new inventory in areas
with limited hotel supply.
● Driverless vehicles will unlock new destinations.
● Secondary markets will compete with traditional
ones.
● “Last mile” commuting vehicles will ease clogged
arteries during events.
New ways to travel will open up
new possibilities
PREDICTIONS

Events will be more accessible
both in terms of attendance
and location
TREND

There is a gap between what
businesses say and what
millennials believe

● Every event will consider diversity & inclusion
from the planning committee to the program
itself.
● Organizations will take a strong stand on social
justice issues, impacting their programs.
● Leave no trace (“LNT”) will be an industry
standard.
New voices are entering the
industry
PREDICTIONS

The next generation’s values will
be reﬂected in the way we plan
TREND

● More last minute purchases means just-in-time
planning.
● Successful events will subcontract content from
specialized frenemies.
● Unconventional organizations will enter the
event planning business (eg LinkedIn).
● Most activations will be roaming, making
experiences less sequential and more ﬂuid.
Staying relevant will be more
difﬁcult
PREDICTIONS

Event organizers will need to be
more ﬂexible than ever
TREND

/end
dan@danjberger.com
@danberger

January 2020 - GO West - Predictions for the next Decade of Hospitality

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