As the global risk environment becomes more unpredictable, the hospitality industry faces new customer expectations, more complex operations, and a demand for broadly integrated security measures.
By 2026, the burgeoning information overload we’re experiencing now will be the norm. Even more than it is now, information will have the potential to be weaponized, and believable misinformation will threaten to brand security and reputation.  Individuals hyper-empowered by social media and disintermediation are – and will remain – the greatest threat to hospitality brands of every size (from mom and pop to global chain) and type (from traditional to peer-to-peer). The constancy of the global news cycle only fuels the challenge. In particular, any security breach – whether direct or in their operating environment – puts the company’s brand at risk, disrupts their operations, and demands that they transform their oversight and governance.
For the hospitality industry, evolving to secure against the escalating global threat environment is of critical importance.
Future-focused hospitality companies have begun to transform their operations to weather these increasing numbers and complexities of threats. They understand the importance of a public perception of security to their brand, and how rapidly that perception can spread and shift. In this environment, security cannot remain a cost line on the P&L statement. It's an absolute necessity that permeates every department in the organization
Not only does shifting security from a siloed function to a cross-functional one stabilize the organization, but it can also differentiate and preserve the brand. Consumers are aware that attacks can happen at any time. They actively seek evidence of proactive measures to create and maintain a secure environment. In the past year, we've seen the substantial economic damage that a terror attack can have on the hospitality businesses in the area:
The first step in securing against the unpredictable and growing number of threat implications in your environment is to take a deeper look at your internal and external risks. The most efficient way to approach this massive task is to take a holistic approach to integrating security across the organization, and a focused approach to identifying your critical assets and who wants to target them now and over time.
Imagine the following scenario –
A terrorist organization, angry at the treatment of local employees in their region, has plans to conduct an attack on the ICS systems across 10 properties in five European countries. Taking advantage of vulnerabilities to the network, the terrorists are able to turn on the fire alarms and sprinklers at each property in the middle of the night. They access locking mechanisms, shutting down various exits throughout the property and funneling guests to the main entrance. Then, using vehicles that appeared to be first-responders, they are able to detonate a number of explosives at the main entrance, causing massive casualties and damage to property, long before actual first-responders could arrive.
As similar events occur globally, securing a hospitality brand in the face of growing threat variables becomes more complex. In the face of these pressures, Toffler Associates recommends keeping six key tenets in mind.
Threat is complex and ubiquitous, and vulnerabilities to your most valuable assets are increasing. In such a tumultuous global environment, it’s vital to position your brand for strength against potential events, vulnerabilities – and perceptions – that could erode it. The perception or your brand drives revenue and security is a differentiator.
Proactive strategies exist to protect your brand, mark, and market share. Toffler Associates can help you prepare for impactful and disruptive events today. Combined with our deep understanding of drivers shaping the future and our ALTERNATE FUTURES® scenario planning approach, we have begun to imagine what security and protection will look like in the near and long term future for the hospitality industry. Rather than focusing on the threat and fear that characterizes our global environment, we take a strategic and successful approach to securing hospitality businesses. That holistic, future-focused effort engages proven tactical efforts like near term table top exercises to explore and plan for impactful and disruptive scenarios, and long term analysis of the environmental trends, development of drivers of change shaping the future, and identification of the future worlds and the threats and opportunities expected.
The time has come to take proactive measures to secure the future of your hospitality organization.
Lyrebird is launching an API to copy anyone's voice from a one-minute audio recording, Neowin, April 2017
Nina Martire is a Senior Associate who advises on strategy development, business planning and change management. She is focused particularly on the nexus of transformational change and strategic foresight, guiding leaders in commercial and government sectors to a better understanding of and an ability to plan for the future of their organizations. Nina holds an MBA from the McDonough School of Business at Georgetown University and has a deep background in corporate and commercial finance.
Toffler Associates is a future-focused strategic advisory firm. Our Future Proof® business consulting approach helps global leaders understand how future shifts impact current decisions so they can take advantage of opportunity, manage risk, and create future value.
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