Lasse Rouhianen

These days, it seems society is evolving faster and faster, nearly at break-neck speed. Trends push forward, are born and die in ever shorter cycles and it is very
hard to figure out where we stand and what guests want. Two big macrotrends encompass it all: sustainability and digitalisation. And tourists are more and more digital and sustainable. Do we hoteliers know what they want?... Do we know what we want?