Across multiple keynotes, interviews and round tables, the HOTEL TRENDS Agenda will discuss the most important issues of the Industry nowadays, as well as the combined forces of technology, demography and globalization that are transforming organizations of all types in all industries, consolidating the hotel as a pioneer engine of change and the economic and social transformation of destinations and communities around the planet. This dynamic drives the growth of investment in the hotel industry and innovation in products and services, while the technological transformation and new social habits derived from a new economy generate new business models in an environment, whereinnovation and transformation are keys to generate brand value and improve results.