Lars von der Wettern. Consultant, Hotelier & Start Up Entrepreneur. GermanyLars started working in Hotels and, as many, fell in love with the industry.After many years working in Operations , decided to jump and start working as Consultant and Advisor.We talked about:-His reasons to love the industry: People interaction, and creating an impact, both at personal and financial level.-How the current pandemic is affecting the industry, where many non-value added businesses will disappear-The accelerated shift towards a more eco-friendly, sustainable tourism, full of opportunities on the new segments-The future is digital, and hoteliers should use the time now to invest on itTips for hoteliers to drive revenue:-Be creative: Focus on new segments, such as digital nomads-Organize a startp up camp. Mix local artists.-Set up F&B workshops, teach cooking, start delivering it-Be THAT dark kitchen that others are searchingAnd as always, advice for the younger generations:-There will always be space for top talent in the industry. Keep training, keep learning-Nowadays, no one can plan a career 20 years ahead. Things have changedAnd a final great message: be away from being a commodity, both as a hotel and as a professional.