A recent survey of the delegates at the 4th annual HotCop Hotel Investment Conference, representing the Scandinavian hotel industry’s major players, found that hotel owners, developers, investors, lenders and operators are all optimistic about the region’s growth and profit potential, and intend to actively develop and finance new projects in the coming years, write Sarah Sonne Larsen of Nordic Hotel Consulting and Demian Hodari, Professor of Strategic Management at the Ecole hôtelière de Lausanne.