For instance, with the transition from asset-heavy to asset-light strategies and the likes of InterContinental Hotels Group (IHG), Marriot, and Wyndham among the pioneers, hotel chains have moved from owning assets to operating and managing properties. This has allowed them to penetrate new markets and grow rapidly in existing ones. In so doing, this strategy has helped hotels focus on their expertise as operators and managers, leaving ownership to real estate experts instead. It has also led to a proliferation of new business models such as independent and branded management contracts, franchising, and leasing. Pop-up experiences are also novel in hospitality, although they are already well-established in the food & beverage sector. These are temporary outlets that providing an exclusive and intriguing experience, somewhere guests will never have never been to before and will never have a chance to go to again. In a decade where luxury is becoming less defined by owning material goods and increasingly by experiences, pop-up venues have created a fitting answer – also for hospitality. Get the full story at EHL Hospitality Insights