The shift of emphasis towards improving the customer experience has been seismic these past few years and is likely to continue as a principle trend for years to come. This is not limited to the hospitality industry as we have seen even banks and car manufacturers open cafés and activity zones in their showrooms and foyers. The balance between specialisation and diversification is nevertheless a delicate one and, as most experiences today need to be "Instagrammable," it is important to remember that social media is a double-edged sword where good impressions and bad experiences are readily publicised in equal measure.