Woody Wade

Scenario planning expert


Woody Wade is a specialist in scenario planning for the hospitality industry, helping companies identify and understand the trends that have the potential to change their future business landscape and thus affect their future competitiveness. He is the author of “Scenario Planning: A Field Guide to the Future” (Wiley, 2012) and of the forthcoming “Hotel Yearbook 2036” which provocatively uses fiction as a framework for exploring the industry’s very different competitive landscape two decades from now. Woody was previously an Executive Board member of the Geneva-based World Economic Forum, the foundation organizing the annual meeting of world leaders in Davos. He was also the Marketing Director of the Ecole hôtelière de Lausanne. He graduated in history from Indiana University and has an MBA from Harvard Business School.

Insights by Woody Wade (12)

Championing the value of independent data

In April of this year, Carson Booth was named CEO of Berlin-based SnapShot GmbH. Previously the Global VP for Property Technology at Starwood, then Marriott, he brings a wealth of relevant experience to his new assignment at the helm of this six-year old company, already one of the largest hospitality data processors in the world.

Eyewitness reports from the year 2036 - Societal Changes ?

We live in a 'VUCA' world – a world that is characterized by Volatility, Uncertainty, Complexity and Ambiguity. And it's getting more and more VUCA every year. Although this morass of rapidly changing vagueness surrounds and confronts us all the time, people – and entire societies – do still manage to form values, attitudes, opinions, and behavioral norms based on how they see the world changing.

Eyewitness reports from the year 2036 - Political Changes ?

'Politics is downstream from culture,' said the late Andrew Breitbart, alluding to the idea that if political change comes about, it is usually following broader shifts in the way a society has already changed its values and attitudes about larger cultural issues.

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