The salons at the George V welcomed more than 450 decision makers from the French and European hotel industry for three half days of intense exchanges. It was a veritable laboratory for the profession. Debates were rich, making an exhaustive account difficult. So for those who were unable to attend the Forum we offer some of the considerations provided by the fifty or so participants at the round tables and workshops. Two major points arise from these exchanges. Competitiveness and reactivity was the first key message conveyed by the speakers. The second message was more contrasted: while hotel groups may be used to getting through crises, this one is of another magnitude and a different nature. It requires us to not only react, but it also implicates a major revision of strategies with respect to changes in behavior, lack of financing, structural weakness of emerging markets. Danger and opportunity, the two facets of the current crisis were examined with the same resolution.
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