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Beyond the Stay: Rethinking value in hospitality

Enhancing relevance in hospitality when ambition meets execution

What’s going on

The expectations in the hospitality sector are rapidly changing - not just from travelers, but from owners, operators and partners. The game has moved beyond room revenues. The industry must now deliver value across the entire ecosystem, keeping pace with travelers’ expectations, delivering consistent returns to owners and growing in a market that’s more volatile than ever.

Value creation isn’t about surface-level upgrades; it’s about matching ambition with execution.

4 ways hospitality is changing

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Shifts in life milestones

The traditional milestones of education, marriage, homeownership and retirement are no longer universal benchmarks of success. Nearly 48% of people now plan their lives less than a year ahead—or not at all—choosing meaningful experiences over possessions. Half the global population is rethinking life’s milestones, creating new opportunities for the hospitality sector to innovate and adapt.

New traveler archetypes

Generational shifts are reshaping hospitality, with sustainability and meaningful connections at the core. Older adults seek wellness and connection, while Gen Z plans ahead, valuing personal growth through unique adventures. Millennials prefer curated experiences that balance cost and authenticity. These shifting demographics offer a chance to create value across generations.

Experiences without boundaries

The guest journey is no longer confined to a single purpose. A single stay can span across work, leisure, and wellness. Travelers expect the same immediacy and personalization they find in their daily lives—whether that’s groceries delivered in minutes or streaming content tailored to their tastes. Delivering seamless, adaptive experiences will earn relevance well beyond just hotel booking.

Owners in search of value

For hotel owners, the definition of success is evolving. Rising costs and shifting demands are driving owners to seek flexible terms, smarter technology, and genuine partnerships over rigid playbooks. The future will favor those who align investment with traveler needs, balancing resilience with returns.

What you can do

It's time to move beyond room revenue. Diversify revenue models to reflect guests' lifestyles, travel, and spending habits through new products and services. Transition from a one-size-fits-all approach to layered, high-margin strategies.

​​Read the report​

90%

Of hotel leaders say they are pivoting to new business models or plan to do so in the near future.

Loyalty can't stay stuck in points-based models. As travelers seek more experiential and emotional connection, loyalty can evolve into a true commercial engine—boosting direct bookings, multiplying revenue streams, and enhancing guest lifetime value.

​​Read the report​

41%

Hotel leaders view loyalty as a retention tool and not a revenue engine. Only 37% view it as a key driver of direct bookings.

Branded hotels are expanding fast, through conversions, partnerships, and organic growth. However, every new deal brings operational and financial realities that hotel owners must absorb. What seals the deal today is more than just brand recognition, it’s the full value proposition behind it.

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54%

Participate in group purchasing with preferred suppliers.

Tech transformation is no longer about individual tools - it is about orchestration. Fragmented systems are holding back innovation. Hotels need connected platforms that align data, strategy, and execution across every touchpoint.

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80%

of executives feel their tech is aligned with strategy, 52% admit gaps and 70% report challenges around workforce readiness.

Our leaders

Emily Weiss

Senior Managing Director – Global Industry Sector Lead, Travel

LinkedIn

Liselotte de Maar

Managing Director, Global Strategy Lead Travel

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Fannelie Gerard

Managing Director – Strategy & Consulting, Travel

LinkedIn