FutureHotel - 360° Hotel Service Ecosystem Study

The study explores a paradigm shift in the hospitality industry by redefining hotels as multifunctional service hubs embedded in their local environments. A central innovation lies in the ecosystem-based perspective: Hotels are conceptualized not merely as isolated providers but as integral nodes in a broader value creation network involving guests, employees, local communities, and strategic partners. The study introduces a new framework that classifies hotel service innovations into ten service categories while mapping demand patterns across stakeholder groups. Using a mixed-methods approach combining literature analysis, expert workshops, and empirical survey data of 4,880 respondents, the study identifies and systematizes emerging service potentials beyond traditional accommodation functions. This approach enables a differentiated understanding of service expectations and highlights underutilized business potential. By aligning hotel offerings more closely with community needs and urban development goals, the study provides a future-oriented model for sustainable hospitality transformation and hybrid business model innovation.