If EHL’s vision on YouTube is anything to go by, we’ll check into our room in 2033 and then be able to select – courtesy of virtual reality or VR – our preferred location, whether it’s, say, Lake Geneva or perhaps the Seychelles. Nowadays, we have wi-fi, a telephone and probably a flat-screen TV. But as hotel guests become increasingly tech-savvy, they are likely to expect to have the latest technology on hand. According to EHL strategy professor Achim Schmitt, hotel rooms all seem pretty similar these days: they have a bed, a bathroom, a TV and a small desk. However, he says, “hotel rooms are back as a source of strategic capability. Equipped with high-tech features and devices, hotel rooms slowly define the way we enjoy our stay.” Get the full story at EHL Hospitality Insights