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Generational shifts are reshaping the event & hospitality industry.

Adapt now or watch your competitors capture the growth.

I help hotel groups, event agencies, and corporate events teams turn these shifts into competitive advantage.

Let's Talk

Which Challenges Are You Facing?

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Generational shifts are reshaping how people travel & meet. Are you adapting?

  • Understanding generational shifts reshaping your customer base

  • Distribution strategy adapted to new traveller expectations

  • Positioning that captures changing customer priorities

Two perspectives, same lesson:

When I sat on hotel advisory boards in the 2000s and built tech for hotels over the last decade, the pattern was identical. Hotels who won understood generational shifts and adapted. The ones who just fought OTAs kept losing margin. Those who repositioned for actual guest needs grew direct bookings and increased lead conversion +200% year-on-year.

Two men standing on a stage; one is holding a microphone and speaking, the other holding papers, with a conference or event banner behind them.

The model that built your industry is structurally broken. What's next?

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WHAT CHANGES

  • Clear assessment of which parts of your business are actually sustainable

  • New commercial models that charge for strategic value

  • Supplier partnerships that generate revenue, not just transaction volume.

New revenue streams & increased revenue:

Running procurement for agencies managing £250M annually, I saw which partnerships generated margin and which were just transactional. The agencies that thrived built strategic supplier relationships and co-developed services that solved emerging client problems. They turned suppliers from cost centres into revenue partners.

Event Agencies
Hotels & Venues

Corporate event programmes are managed strategically. Different departments run various events with no unified framework, clear success criteria, or measurement of value delivered.

  • Unified strategic framework across your entire event programme

  • Supply chain optimisation geared toward value delivery

  • Stakeholder alignment & measurable outcomes i.e. all know what success is

Most events aren’t managed strategically. Are you losing millions in value?

THE REALITY

Digital transformation and AI are fundamentally reshaping customer expectations and competitive dynamics. Hotels & venues ignoring this lose market share or become irrelevant.

Generational shifts and AI are fundamentally changing what clients expect and what work has value. They're structural shifts, and the agency model as it existed is no longer viable.

BRIEF USE CASES

Cost savings & improved event programme performance

When I managed £70M-£250M in corporate meetings spend, the programmes that delivered real value were the ones with a unified strategic framework i.e. clear objectives, aligned stakeholders, and measurement that proved value to everyone involved.

Corporate Event Strategy

25 years working across event agencies, hotels, and hospitality tech.

I've been the buyer, the vendor, and the advisor.

Worked with hotel groups including Marriott, IHG, Four Seasons + Event Agencies managing £70M - £250M in annual spend + Corporate clients across pharma, finance, and automotive.

Collection of company logos including Grass Roots, Barclays, Marriott International, Four Seasons, EVCOM, Deloitte, IHG Hotels & Resorts, Conde Nast Johansens, and Hilton.

Now I help leaders navigate the changes coming to this industry.

Let's Chat