Great hospitality experiences stay in our memory. Yet, the majority of experiences we have on a daily basis – at the gym, on the subway, or in a hotel – are sub-par. In her talk, Anna outlines a strategic and empathic approach to designing not only better, but also entirely new hospitality ecosystems. From decoding peoples’ true needs to integrating “soft factors” in the process, she exemplifies how to think beyond the mere floorplan. At the end of her talk, Anna shares three overarching trends that drive the hospitality industry today.