Hotel Market Day 2025

Ian Goldin

Goldin opened with a look back: 30 years ago Sweden joined the EU and the internet was in its infancy. At the time, many believed the world was on the brink of dramatic positive change – and in many ways, it was. The global economy has since tripled, and two billion people have migrated.

His vision for 2055: Russia as an EU member and zero dependence on fossil fuels. Humanoid robots will exist, but not to take care of our parents or accompany them to the opera.

Europe will see slow growth, with incomes doubling over 20 years and modest population increases. Asian outbound travel will rise sharply, benefiting the hotel sector. Remote work will level off as an experiment.

Goldin predicts breakthroughs reminiscent of the Renaissance – when we look back at 2025 from 2055, we will be astonished. The only thing we can be sure of is continuous change.

Klara Palmberg Broryd

In an era defined by pandemics, digitalization, and high speed, the word “complexity” is used frequently – but Palmberg Broryd argues we need to understand it more deeply. In a complex world, interdependencies are large and resemble jazz or dance more than strict choreography. Even those who are skilled need practice to feel confident.

When people fall behind, the instinct is often to write more memos or create more slides – but that doesn’t solve the underlying issue. She illustrates with “slime mode” – a brainless organism that finds the optimal path by experimenting, reinforcing what works. Her conclusion: the one who experiments the most wins.

When facing uncertainty and complexity, seek more perspectives. Her three pieces of advice:

• Invite more perspectives
• Explore the “rooms” you inhabit
• Create a bit more tension

Henrik Mitelman

Despite regulatory shifts and new conditions, the hotel industry remains strong. AI will reshape the world, but whether it can transform every global business is another question.

During the pandemic, fear was high – but not as intense as when interest rates spiked. Now, the outlook is much brighter. Mitelman predicts that by the time we meet again next year, conditions will be very favourable – people are beginning to spend the money they saved.

Sweden’s macroeconomic progress is remarkable. Compare today with 30 years ago: back then, most successful companies were founded in the 1800s. Today we have success stories like Pandox, Spotify, Klarna, and Evolution – clear evidence of dynamism and innovation.

Puneet Chhatwal

A coffee break can be more than a pause – it can spark an argument, a discussion, or a business deal. Chhatwal highlighted how East and West complement one another: the West brings structure and systems, the East brings warmth, philosophy, and human connection. When these meet, magic happens.

India is one of the world’s most important growth markets for hotels. The country has a young population – over 65% under the age of 35 – and a growing appetite for travel. More Indians travel abroad to visit family, study, or simply experience the world. The number of Indian travellers to Scandinavia is rising rapidly.

Today, 100 million Indians hold a passport. If only 10% choose Scandinavia, the potential is enormous. Air India has already launched direct flights to the region, and this shift will accelerate in the coming years.

Gilda Perez Alvarado

We have the freedom to use storytelling and play with our brand. One example is The Yachts – the chairman’s “guilty pleasure” – aimed at revolutionizing sea travel.

Orient Express is about creating connections: people to people, people to places, and people to values. We want to draw inspiration from the golden age of travel.

“Cash is king, but content is also king.” Most bookings still come through travel agencies, but we are tech-driven and human-centric. Because even in a digital world, hospitality will always be a human business.

Carine Bonnejean

Bonnejean began by stating that “hospitality has become a laboratory for transformation.” Every disruption only matters once it meets the “trinity”: the guest, the investor, the operator, and the brand.

Looking ahead:

• AI will play a central role – more than 75% of hotel groups will integrate AI tools by 2026.
• She compared the development to 1984 by George Orwell: buildings operating like living organisms, guided by AI, with the manager overseeing and communicating with the system.
• Example: Stockholm Central Station in 2050 – trains are halted due to a power outage, yet hotels operate autonomously through AI.

Conclusion: The next stage of evolution will be defined by how we care – for guests, employees, and the planet.