In the article 'Demand Generation - The Pivot l A human-first value strategy' published in the editorial from September 2019 on techtalk.travel, the author Kristie Goshow, Chief Marketing Officer at Preferred Hotels & Resorts, made an excellent case for a ‘re-imagined state’, based on significant perspective shifts for the hotel industry. Echoing our own point of view at Oaky, her argument provoked several fascinating points of discussion – most interestingly, a move towards unbundling services and empowering a new, self-sufficient generation of travellers to personalise their stays. Kristie goes on to explain the power of a ‘chosen investment’ and how this can take shape in modular bookings and a pay-for-what-you-take approach,in respect to both available amenities and duration of stay. The critical concern being: that this new ‘packaging’ is fully recognised as being devised with the guests’ best interests at heart. In Kristie’s words, ‘our customers will adapt if they feel that the purpose of the change is in their best interests’.The overall direction of these ideas point to a realistic future and natural cycles of innovation that some might decry as overdue. Explo