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Author Bio

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.

Articles by Woody Wade (7)

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.But there is more to "the economy" ...

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 ...

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.Same-sex marriage ...

Exploring the terrain of 2023 in 2013

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", ...