The hospitality industry is obsessed with the wrong question “who is our target audience?” We’ve all been so focused on ‘who’ that I see many forgetting ‘why’. Focusing on ‘who’ made sense ten years ago but today, it’s holding business back. Identity has been commoditised: our traits, experiences, and social roles are packaged, branded, and sold as a product. - Subculture access can now be bought pretty much off the shelf. - The definition of luxury is constantly evolving. - Two-thirds of the world’s wealthiest are now self-made and prioritise momentum over the preservation favoured by previous generations. Our world is essentially - ultra fast. We have come from a world where wealth, identity and status were earned over time, slowly and cemented within peer groups. You always ate at X, stayed at Y, and lived in Z neighbourhood to be somebody. But today, people’s access and identity move freely, fast and are publicly broadcast - societally we’ve become ‘brand promiscuous’...