3. What will be the demands of the hotel guest five years from now? What will it require of the companies of today to meet those needs, both technologically and through service and product? Martin Jordan Innovation Director Equator, Glasgow, UK The UK hotel market is a highly competitive and cluttered market. It is broadly broken down into three markets; luxury, mid- market, and value. At the luxury end, you have experiential, destination- driven locations such as Gleneagles, the Ritz, Rocco Forte Hotels and so on – places people go to as the experience. At the value end of the market you have the dominant brands (Premier Inn and Travelodge), offering a straightforward and consistent experience for a modest price point (as well as a long tail of B&Bs and small guest houses). Invariably, you are in this market because you need/ want to be in a location. The hotel is not the destination. And in the middle, being increasingly squeezed, is the (typically) three- and four- star hotels across dozens of brands. From the global Marriott, Hilton, and Radisson properties to UK- specific players such as Malmaison, Village Hotels, Macdonald, Hallmark, and so on. It is here where the market is especially challenged.