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Nothing exemplifies the stereotype of the European travel experience better than the 20th-century version of the 19th-century Grand Tour. Mid-century international travelers would typically head to the continent for a typical two-week motorcoach tour, visiting Paris, London, Rome, and other capital cities while staying at boring, standardized hotels.
But just as there’s been a sea change in how travelers visit Europe, there’s been a huge wave of innovation coming out of the continent’s hospitality industry. The days of having to choose between either grande dame hotels or boring budget beds are over, replaced by a plethora of niche lodging options that feature cutting-edge design, community-driven approaches, and contemporary food and beverage concepts.
While most hotel brands are laser-focused on expanding in developing countries in Asia, Africa, the Middle East, and South America, this report shows that they should also be paying attention to what is unfolding in Europe. As the most mature hospitality market, Europe’s appetite for the avant-garde is constantly evolving, so the continent may well be the prime spot for industry innovation.