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 (13)

A Post-Coronavirus Scenario for Travel and Hospitality: Where We Might be Going

Good morning, ladies and gentlemen. Welcome to the Industry Leaders Panel here at the 2023 Berlin Conference. [Squints out across the room.] I see that several dozen of you have physically made it to Berlin this year - thanks for your courage! We also have over 4,000 delegates participating on Zoom, an amazing shift in the way this conference is held compared to five years ago.

Have you developed your company’s post-Coronavirus scenarios?

"Post-Coronavirus"?? Yes, that's right: maybe not today, but soon you'll need to start thinking about how the world of travel and hospitality - your entire business landscape, in fact - might look when the current nightmare is over.

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 - Economical Changes ?

Economic changes would seem to be the biggest 'no-brainer' of the P-E-S-T quartet: What could be more obvious than the idea that if the economy is strong, the hotel industry will be strong, and vice-versa? That notion needs no justification.

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.
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