The largest single shift in her sector since January and why it matters: Interest in sustainable practices reached high levels in the three years leading up to 2026. Since January 2026, public attention and government support — through incentives, subsidies, procurement programs, and promotional efforts —have declined significantly. This shift has particularly affected clients with limited understanding of the environmental and business benefits of sustainability, reducing their interest in adopting or investing in new strategies. Despite this decrease in attention, the interest in meaningful environmental action remains as important among more informed businesses.

Today’s most overlooked industry risk:  We are concerned by the growing saturation of hospitality services designed without a clear innovation strategy or long-term value proposition. Would this result in increasingly standardized experiences that struggle to differentiate themselves in a competitive market? At the same time, the concentration of tourism in popular locations has intensified overcrowding, placing pressure on local infrastructure, natural resources and community well-being. We believe the industry must shift its focus toward creating distinctive, sustainable and regenerative experiences while enhancing both visitor satisfaction and destination resilience.

What’s getting overhyped and what’s being underestimated: Given the current global economic landscape, we believe the less luxurious hospitality segments remain underestimated opportunities for innovation. We see hospitality increasingly merging with wellness and sustainable infrastructure, creating new forms of guest experiences that extend beyond traditional accommodation. Despite their potential to shape the future of travel and real estate, these emerging typologies have yet to become part of mainstream industry discourse.

Her top priority through year-end: To keep innovating with other forms of guest occupation more oriented towards day services and less on night accommodations. More focused on flexible design and less focused on traditional rooms. More focused on filling gaps in the market than major trends.

The most thought-provoking ideas she heard at ALIS DESIGN+ 2026 — and how she’s applying them: Two relevant thoughts that I heard from the AD+ event were: 1) The boundless search for unique services dedicated to the 6-star hotel category.  Within this process, defining luxury while experimenting with new approaches and strategies seems a fruitful field leading to non-traditional means to achieve wellbeing and indulgence. Under this idea we began focusing on day services and experimenting on temporary pavilions. 2) The 50-plus real estate development may be a broken concept. Following science, multigenerational coexistence is healthier than isolating people by age. Therefore, we are focusing on the challenge to design and articulate [the integration of] these groups rather than their complete isolation.