It is human nature to always look for a better, more enhanced experience. Arguably, innovation is the key idea
that is shaping corporate life, or even defining the actual corporate mission. Hospitality firms are not
indifferent to the changes occurring at the level of their competitors, the fast-paced market, or emerging
technology breakthroughs.
Yet, as we have argued before in previous articles, the bulk of the hotel industry is somehow lagging behind.
There is however a leading group of firms that not only keep up with the pace of innovation but are able to
innovate the very way they provide customers with enhanced experiences.