Scenario Planning for the Hotel Industry

Designed for professionals in the global lodging industry, this course teaches you an important technique for visualizing future strategic landscapes

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Become a "Scenario Tiger": Learn how to foresee future change

In your work, you make strategic decisions that have enormous potential impact on the future success and financial health of your company.

Scenario planning is a logical, structured - yet highly creative - tool allowing you to foresee how different futures could realistically materialize - futures in which your decisions will play out.

Based on my experience facilitating future scenario workshops worldwide, and following many requests from executives in the hotel industry, I have put together a comprehensive e-course to teach you how to think about the future of your business in terms of alternative scenarios – and thus to see potential opportunities and challenges that you might realistically face. The course is unique in the hotel industry.

Who is this course for?

You will benefit from taking this course if you work in, or with, the hotel business as:

  • A strategist or C-suite executive of a growing hotel group
  • A development executive
  • A hotel owner or investor
  • An asset manager
  • A bank or other financial institution working with a hotel group to finance their growth
  • A consultant, financial advisor or lawyer
  • A real estate developer or city planner

After taking this course, you will be able to...

  • Identify key driving forces that have the potential to change your future business landscape.
  • Determine the critical uncertainties that could be "make or break" for the success of your company, or of a specific hotel project. It will also help you understand the way a specific country, region or market segment might develop.
  • Foresee different scenarios that could unfold as these key uncertainties resolve themselves.
  • Draw up a list of strategic initiatives you could get started on today so you'll be better prepared for whatever environment will emerge tomorrow.
  • Develop concrete action ideas to maximize your chances of success in each future scenario.

This scenario planning course is the first and only online course dedicated to teaching hotel industry professionals everything you need to know about scenario planning so you can immediately apply this technique to assess the possible futures your own business could face.

It was designed and is taught by me, Woody Wade. I wrote one of the most widely read guidebooks on scenario planning, and based the course on this know-how, plus my practical experience facilitating scenario generation workshops around the world.


Group rates are available. Please contact [email protected] for more information.

(Thumbnail photo credit:, via Unsplash)


Your Instructor

Woody Wade
Woody Wade

Au cours de la dernière décennie, Woody Wade a conçu et animé des ateliers de planification de scénarios dans le monde entier, pour des clients actifs dans de nombreuses industries, associations et organismes gouvernementaux. Considéré comme un expert de premier plan dans la planification de scénarios, il est également un conférencier fréquent, plaidant pour que les gestionnaires utilisent une approche de scénario et considèrent leur monde comme un éventail d'avenirs alternatifs.

Woody is the author of “Scenario Planning: A Field Guide to the Future”, published by Wiley, the largest business book publisher in the US. This practical handbook quickly became a bestselling reference work on scenario generation and was published in a number of foreign-language editions as well.

Here are a few additional highlights from his background:

  • MBA from Harvard Business School.
  • Executive Board member of the World Economic Forum, the foundation organizing the annual gathering of world leaders in Davos.
  • Director of Marketing at the Ecole hôtelière de Lausanne (EHL).
  • Founder and publisher of “The Hotel Yearbook”, a family of publications in which industry opinion leaders share their thoughts on the trends that will affect the future of the hotel business.
  • Author of “Hotel Yearbook 2036”, a special edition of “The Hotel Yearbook” taking a fictitious and sometimes whimsical look at the hotel industry 20 years in the future.

“We may not be able to predict the future, but we should be able to anticipate possible routes that it might take. Development executives should formulate strategy that is sufficiently flexible to adapt to an evolving market place. Scenario planning is an essential tool in helping distill blind uncertainty into a framework of possible outcomes, and an informed opinion of what the future might hold. That is what Woody Wade’s course is all about."

Gisle Sarheim, Vice President Development, Asia Pacific, Hilton Grand Vacation

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"Woody’s “Scenario Planning” offers an engaging and very informative take on envisioning possible situations and preparing for them. These perspectives, understanding how to identify trends and dealing with critical uncertainties, are very important in both the dynamic hospitality industry and the ever-changing global environment we operate in. "

- Andreas Mattmuller, Mövenpick Hotels & Resorts Middle East & Asia, Dubai

"Provocative and highly relevant"

- Tim Tobin, Former Vice President Global Learning and Leadership Development Marriott International

"...really gets you to see that you need to visualize different futures that you might find yourself operating in, not just a single projection of “the” future. Very eye-opening, and very enjoyable"

- Piers Brown, CEO, International Hospitality Media London

Frequently Asked Questions

What is scenario planning?
Scenario planning is a valuable, and very practically oriented, foresight technique that allows you to visualize different ways the future might develop. In the hotel industry, for example, scenario planning would help you with such questions as: “How could the market for extended-stay hotels develop in the USA?” or “What could the 5-star hotel market in London look like ten years from now?” With its structured approach, scenario planning helps you foresee how your future operating landscape might change, and spot business opportunities (and challenges!) that would be likely to arise in the different scenarios that will emerge as time goes by.
Why should I take this course?
You can apply the scenario planning methodology I will teach you to almost any organization that will be facing a changing environment over time. That means that it’s a useful approach for thinking about how just about every aspect of your business might be different in a few short years. In a fast-changing industry such as hospitality, scenario planning really helps you understand how things might evolve – and therefore needs to be part of your toolkit!
Why this course instead of some other alternative?
This is the first and only online course dedicated to teaching hotel industry professionals everything you need to know about scenario planning so you can immediately apply the technique to assess futures your own business will face.
How long does it last?
It's up to you. You work at your own pace, so you can finish quickly or take your time.
What do I get when I complete the course?
When you’ve successfully worked through the course, you’ll receive a signed certificate confirming your new qualification as a “Scenario Tiger”. In addition, you’ll receive a voucher which entitles you to a substantial reduction in the engagement fee for a future scenario generation workshop facilitated in your organization, or for a keynote address or presentation to your management on scenario thinking.