60 years of Hospitality in Motion
Christie & Co has, for Pandox, analysed the development of the hotel industry over the past 30 years and looked ahead to 2055. The report, which was presented in conjunction with Pandox Hotel Market Day 2025, shows an industry in constant change – from globalisation and digitalisation to today's focus on sustainability, hybridisation and the need for human value creation.
Key insights from the report:
Industry development: The hotel sector has moved from standardization and efficiency to becoming an ecosystem where guests, operators, and investors work together to create value.
The new role of the guest: Today's guests are looking for authenticity, well-being and sustainability. Hotels are increasingly becoming multifunctional meeting places and hubs for both work, leisure and community.
The impact of technology: Digitalization and AI have changed both the guest experience and hotel operations. Technology enables personal service and efficiency, but one of the report's key insights is the importance of technology supporting and unlocking human potential – not replacing it.
The Human Renaissance: The report points to a growing gap between technological development and the human factor. Labour shortages and new demands for improved working conditions mean that the employee must be put at the centre and valued higher for the value he creates.
Sustainability and ESG: Sustainability has become a natural part of both investments and guest choices. ESG criteria will increasingly govern capital flows and influence the development of new hotel concepts.
Future scenarios: The report presents three possible development paths for the industry: AI and responsibility, hybridization of real estate, and regenerative rural development.
Conclusions:
People first: To meet the challenges of the future, the hotel industry must more clearly put the employee at the center – from resource to co-creator of value and guest experience.
Technology as an enabler: AI and digitalization should be used to free up time and resources for human encounters, creativity and service – not to replace staff.
Sustainability as a competitive advantage: The players that integrate sustainability and ESG into both operations and investments will be best equipped for the future.
Hybridization and flexibility: Hotels that can offer flexible, multifunctional environments and adapt to new guest needs will be in the strongest position.
Regenerative development: By investing in rural development and the reuse of existing environments, the industry can contribute to both societal benefits and new business opportunities.