If you are the owner of a property that offers hospitality on a commercial basis, be it for weddings, vacations, meetings, film shoots, sight seeing, activities or events, you may well be wondering where your business will be in 5 years’ time? Or perhaps you are an event organiser or responsible for attracting footfall to an under-performing destination? How ready have you been for when Covid restrictions eased and travel resumed? How will you differentiate your offering? Competition is rife and every property, event and destination needs to be innovative in this ever-changing landscape where customer expectations are increasingly high and reviews are so readily shared.