WaveRiders with Marriott EMEA
October 1, 2025 at Amman, Jordan (TBC)
Be curious ,,, about the future, from megatrends to metaverses … Keynote by Peter Fisk
How do you see Marriott in 2030? As every industry is shaken up, new consumer agendas emerge, and disruptive technologies enable new possibilities, what will drive the future of travel and hospitality, and how will we succeed in them?
Jump outside of our own world, and we see how companies from Aerofarms to Biontech, SpaceX to Roblox, bring new mindsets and solutions, harnessing new tech possibilities. Redefining markets, reinventing business models and transform expectations.
Disruptive technologies, connected and intelligent; economic power shifts, 80% of the middle class in emerging markets; resource scarcity, where water is the biggest risk; demographic change, where markets are older, demanding and mobile; rapid urbanisation, 33 of the 45 megacities in Asia; and increasing deglobalisation too.
We live in a time of incredible change. Dramatic, pervasive, and relentless. More change in the next 10 years than the last 250 years. 12 months ago, Open AI launched ChatGPT. 10 iterations later, Gen AI is transforming the world. How can we rise these relentless waves of change?
Every market is shaken up – uncertainty and volatility, challenge and opportunity
- SpaceX and Biontech, riding the waves of relentless change
- Cryptokicks and Deepmind, new agendas and expectations
6 megatrends that are shaping our future right now – learning to surf the waves
- Harnessing the exponential power of technologies, big data and AI
- Building travel as a platform for good, individual wellbeing, socially caring
Reimagining everything – big picture, small details – how do you see the future
- Creating moonshots – 10x not 10% – jump to the future, escape incrementalism
- Starting from the future back – to explore the future, and shape it in our vision
- Learn from 250 innovative companies shaping the future
- Be inspired by 100 inspiring leaders rethinking business possibilities
- Explore the most significant future megatrends and trend kaleidoscope 2024
- Consider all the best new research in business futures project and sustainable futures project
Embracing the megatrends of change
We live in a time of incredible change. Dramatic, pervasive, and relentless. More change in the next 10 years than the last 250 years. Incredible technologies, expectant consumers, climate crisis, social distrust, and much more. How will you embrace the megatrends? Disruptive technologies, connected and intelligent; economic power shifts, 80% of the middle class in emerging markets; resource scarcity, where water is the biggest risk; demographic change, where markets are older, demanding and mobile; and rapid urbanisation, 33 of the 45 megacities in Asia.
- Every market is shaken up, how pandemic accelerated the future
- Asia to AI, GenZ and gene-editing, sustainability and the super-apps
- Megatrends, markets and metaverses, and what they mean for me
- What it means to be “digital” in a tech, human, changing world?
- Customers around the world, and the new agendas and behaviours
- What can we learn the world’s most innovative companies right now
- Turning challenges into opportunities, driving exponential growth.
Creating a better future for your business
The old codes of business don’t work anymore. The most innovative companies – from Amazon and Bytedance, to Coupang and Deepmind – succeed with new codes. So what are the new ideas to win in a fast and dynamic world of Asian renaissance, entrepreneurial supremacy, social conscience and smarter machines? What can you learn from Jio’s revolution in India, DBS’s transformation of banking, PingAn in insurance? How can you be inspired by courageous leaders like 23andMe’s Anne Wojcicki, Haier’s Zhang Ruimin and Citigroup’s Jane Fraser?
- Finding purpose, driving moonshots, starting from the future back
- Turning purpose into strategy into innovation, for relentless change
- Business model, platforms and digital ecosystems
- Exploring companies like Orsted to PingAn
- The new DNA of business and leadership
- Growth mindset, driving change and business transformation
- Having the courage to lead a better future
- Consumer Travel Trends by World Tourism and Travel Council
- A New Travel Landscape by Accenture
- Retooling the Airline Industry by Deloitte
- Easyjet 2070 Future Visions for Travel by 50 Sky Shades
- Lilium Investor Presentation 2023
More about Marriott, and being more
Marriott International is recognised as one of the top ten Fortune Media and Great Place To Work® 100 Best Companies to Work For®
“For over 95 years, Marriott has been committed to creating a culture of putting people first,” said Anthony Capuano, President and Chief Executive Officer of Marriott International. “As we focus on strengthening our culture, expanding our global workforce, and positioning the company for continued growth, we are excited to build on our people-first culture with Be. We are proud to be an employer of choice for hundreds of thousands of associates who wear the Marriott name badge around the world. Be will help us fulfill our purpose of connecting people through the power of travel by empowering and supporting our associates.”
Marriott’s Be internal brand will launch globally across Marriott’s portfolio of over 8,300 properties and 30 brands. The brand will focus on three distinct pillars: begin, belong, become. With the goal of attracting and retaining top talent, Be will empower associates to fulfill their career goals, further Marriott’s commitment to creating a culture of inclusion, and offer innovative opportunities to grow professionally and personally.
The launch of Be is the next step in Marriott’s journey of associate investment. As a pioneer in the hospitality industry, Marriott was the first to build and launch a digital learning platform, providing associates with access to a range of foundational learning programs. The company was also one of the first to introduce a global well-being program over two decades ago, focused on nurturing the physical, mental, and financial health of associates worldwide. Marriott also offers its associates a range of personal and professional growth opportunities focused on building resilience, agility, and well-being with the goal of creating more curious, courageous, and connected leaders to guide the company into the future and make a broader positive impact on Marriott, our guests, and our communities.
“We are excited to launch Be as Marriott continues to invest in our associates and attract top talent,” said Ty Breland, Executive Vice President and Chief Human Resources Officer of Marriott International. “Being recognized as a Fortune 100 Best Company for over twenty-five years reflects our commitment to our associates. Be will help us showcase that commitment as we recognize the whole person, build trust, respect, opportunity, equity, and inclusion and provide the tools and opportunities to help our associates grow.”
Marriott launched Be to capture and promote its inclusive and welcoming culture and attract talent to traditional and nontraditional roles in the hospitality industry. Be will highlight the vast opportunities within Marriott, from hotel operations and food and beverage to sales and marketing, systems engineering, and tech roles.
How do you see the future?
Travelers Will Invest in Their Sleep … Personal wellness matters to travelers, but even more specifically, there will be an increased focus on achieving a good night’s sleep while on the road. In 2024, travelers will look to engage with products and brands aligned with this better-for-you imperative. Explore Trend →
Travelers Will Value Connectivity and Personalization … Travelers will seek out consistent and seamless experiences that are personalized to their needs. They will expect technology to be intuitive and helpful throughout their travel journey, but also appreciate the human connection uniquely found in hospitality. Explore Trend →