Industry Update
Opinion Article 2 June 2016

Eyewitness reports from the year 2036 - Societal Changes ?

By Woody Wade, Scenario planning expert

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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. In 2036, the hotel business will be affected by the evolution of their customers' attitudes and behaviors just as much as it will be by dramatic technological breakthroughs or sweeping political changes. The difference is that societal changes usually come about more slowly. Their impact, however, can be enormous – and longer-lasting.

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Click here to download the full edition of the Hotel Yearbook 2036 - Eyewitness reports from the year 2036 

Woody Wade

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.

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