The hospitality landscape has shifted. Consumer expectations, lifestyle habits and workplace behaviours have evolved; traditional models no longer meet the needs of today’s market.

The Creative Hub was created to help operators stay ahead of these changes. We bring together educators, industry leaders, designers, and creative thinkers to explore new possibilities and turn them into practical, inspiring concepts ready for testing and adoption.

The Creative Hub

What Does The Creative Hub Do…

  • From evolving guest behaviour to new expectations around wellness, experience, creativity and community. We track the ideas shaping the future of hospitality.

  • Our team transforms insight into experience-led concepts — from new F&B models to destination ideas blending food, art, culture, design and social interaction.

  • The Creative Hub exists to help organisations move beyond pre-pandemic assumptions, and build offerings that feel relevant, modern and future-facing.

Why It Matters

Guests are seeking:

  • More meaningful, authentic hospitality

  • Healthier, lifestyle-led choices

  • Creative, multi-sensory experiences

  • Spaces that support connection, well-being and community

  • Local relevance and stronger identity

At the same time, operators face real challenges, from talent shortages to pressure on service and design quality. The Creative Hub helps bridge these gaps with smarter, more innovative models.

How We Work

We leverage:

  • Collaboration with top hotel schools to test ideas, explore new thinking, and nurture tomorrow’s talent.

  • A network of former C-Suite executives, designers, strategists, and researchers bringing deep operational and creative expertise.

  • International partnerships that allow us to understand global trends and develop adaptable concepts.

The result: concepts that are imaginative, commercially grounded and ready for implementation.