Hoteliers can pinpoint market and performance data, but it’s much more challenging to track consumer trends. And although most of these trends cross borders and oceans, some surface more in specific regions than others.

To help hoteliers stay ahead of, and focused on, consumers' evolving expectations across different regions, we're highlighting four trends in our new report, Europe & Middle East Consumer Mega-Trends Impacting Hospitality.

As you turn the pages, you’ll notice that each mega-trend discussion includes a look at sub-trends and drivers on the "WHY" page, with examples of transformational innovations from other industries. On the "NEXT" page, we present ways that hoteliers can act on these insights and prepare for what consumers will expect them to offer – ways of bringing these trends to life for your guests.

Understanding – and innovating – around these trends is the first step for hoteliers who want to stay up-to-date with changing consumer needs in order to provide True Hospitality.

But knowledge of trends is nothing if you don’t use it to drive future business growth and success. We hope this report will inspire you to act on these insights in order to differentiate and advance your brand, attract customers and, by doing so, maximize revenue.