The Future Guest Behaviour Meets Mindset In the second installment of The Future Guest, the six behaviours and four mindsets are unpacked to paint a picture of the Both/And Guest. Words: Hannah Wintle
I
n a world of changing priorities, lifestyles
but as Wagner’s research demonstrates, the
and values, guest expectations are evolving.
future guest is a nuanced and complex being
This fast-moving phenomenon refuses to be
who has strayed from the typical profile of
ignored, putting the pressure on hospitality
today. In response, the futurologist proffers six
to not only keep up, but keep ahead. Indeed,
future guest behaviours and four mindsets that,
identifying the guest of the future is one of
backed by data, culminate in an entire spectrum
the greatest challenges facing the sector today,
of guests who no longer settle for either/or, but
but thankfully, help is at hand.
demand both/and.
As presented last issue, Philippa Wagner,
In the last issue of Sleeper, Wagner’s
founder of People Places Spaces, has produced
methodology and approach to The Future
The Future Guest – a comprehensive report
Guest were unpacked to reveal the foundations
that explores the often-contradictory needs
on which the research arrives at its conclusion.
of traveller, coming to the conclusion that the
Now, with additional insight from a sounding
guest of tomorrow isn’t being served by the
board of industry leaders as well as real-life
hotels of today.
travellers, the Both/And Guest comes further
If this is to change, the hospitality sector must
into focus – their experiences and expectations
adapt, and doing so begins with understanding
culminating in a new course for the hospitality
exactly who it caters to. A simple task in theory,
industry to chart.
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