The Future of Hotels : The Lifestyle Hub. A design thinking approach for developing future hospitality concepts

This article explores the use of design thinking as a method to develop scenario for the future of hotels. Using a Dutch case study, this article shows how a new concept for hotels – the Lifestyle Hub – was created using design thinking as methodology. The Lifestyle Hub concept provides ingredients to hotel owners as well as public policymakers to help understand how future guests may expect to make use of individually tailored hospitable facilities in destinations around the world. Moreover, design thinking allows researchers and businesses to generate highly differentiated customer-centred, experience-based business concepts, thus adding to the toolkit of futures researchers. We conclude that design thinking provides new insights for hospitality and tourism and presents a valuable alternative to current future scenarios approaches.