Hospitality Futures Playbook
Challenge
Hospitality is entering a new phase of change. Expectations have shifted, operating models have been stretched, and the balance between efficiency and human connection has never been more critical.
As technology plays a growing role in shaping guest experience and operational performance, Oracle NetSuite needed to strengthen its positioning beyond product capability alone. The ambition was to be recognised not simply as a platform provider, but as a credible authority on the future of hospitality - engaging senior leaders with clarity and perspective rather than technology hype.
Hospitality Futures: Tomorrow’s Vision is the second in this thought-leadership series, which positions Oracle NetSuite as a visionary voice in hospitality’s future.
Our Role
Hospitality has never stood still, but the past few years have accelerated change beyond recognition. The pandemic disrupted old patterns, and the industry has evolved past business as usual. A new horizon is emerging, shaped by heightened expectations and the enduring human need for meaningful connection.
We partnered with Oracle NetSuite to help define this horizon and articulate what hospitality could become next. Our role was to chart a clear, future-facing point of view for the sector, translating complexity into insight that senior leaders could recognise, engage with and use.
We began by conducting futures research and macro trend analysis to identify the shifts that truly matter across the hospitality industry. Drawing on extensive research and strategic stakeholder interviews, including primary insight from Oracle NetSuite, we explored how technology, culture and behaviour are reshaping hospitality over a three to seven year horizon.
We shaped and structured the core research narrative, translating futures thinking into accessible and credible insight. The report examines how hospitality businesses are responding to changing guest behaviours, the role data and automation play in enabling smarter decisions, and how organisations can remain resilient while continuing to deliver experiences that feel personal and meaningful.
This thinking is brought together through three interconnected pillars that define hospitality’s next chapter:
Magnetic Places - Spaces that attract through culture, design and experience.
Seamless Systems - Operations that anticipate, adapt and eliminate friction.
Vital Connections - Relationships that transform transactions into belongings.
