Hotel groups in Europe such as Accor have adopted what some might even consider a startup culture to how they think about their digital strategy. The company's widely talked about online marketplace project may have lasted little over two years but the brand gained a lot about the mechanics of distribution and where it sits in the thinking of consumers and alongside its competitors.

Fail fast and fail often - not a slogan usually associated with traditional supplier-type brands, but a refreshing one that is clearly at the center of thinking for those hoping to transform their businesses and sectors.