Exploring the terrain of 2023 in 2013

By Woody Wade - Scenario planning expert

27 February 2013
Wade

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”, this creative yet logically structured approach allows companies to envisage alternative ways their competitive environment could realistically unfold, enabling them to shape more flexible long-term strategies today.

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About The Hotel Yearbook

The Hotel Yearbook is a family of publications that call upon a wide-ranging group of senior executives, analysts, consultants and opinion leaders from all over the world to ask, "What lies ahead for the global hotel industry?" In The Hotel Yearbook - whether it is the highly respected annual edition or any of the special editions focusing on such critically important themes as technology, talent development, or the digital world - our forward-looking contributors share with readers the key trends and developments that they believe could have an impact on the performance of the hotel industry in the future. Visit www.hotel-yearbook.com.

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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. 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.