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Trend no. 7 : next generation globalization
Not long ago, globalization meant that hotel brands from
highly developed nations expanded into developing nations,
whether through master franchises or by acquiring local firms.
Globalization is now flowing in the reverse direction, as brands
from developing nations are expanding to developed nations, as
well as to other developing nations. To name just a few brands, 

Jumeirah now manages the Essex House in New York, as well

as properties in London and Frankfurt ; and Taj operates US
properties in Boston, New York, and San Francisco, as well as
hotels in London and Sydney. Thus, globalization will mean that
hotel brands criss-cross the globe.
Trend no. 8 : economic uncertainty
Two years ago, we thought we were emerging from one of the
greatest economic challenges of the recent era. Today, it’s not
clear that we have emerged from anything – or that we have
even found the tunnel with the proverbial light at the end of it.
At this writing, it seems that economic and political turbulence
will continue, and the hotel and travel industry will constantly be
facing a « new normal » somewhere on the globe. 

Source: Ecole Hoteliere de Lausanne Yearbook 2012

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