How we’ll live


The world is being shaped by the independent, the culturally curious and the entrepreneurial. And technology is empowering this shift. The future generation is changing how we work, play, travel, eat and discover.


By 2025, 75 per cent of the workforce will be made up of a nomadic demographic fuelled by an independent, entrepreneurial spirit and a global outlook.
They’re most likely freelancers or start-up owners, and the world is their office. The model that best fits their needs is the co-working space. It’s where digital businesses go to get social and ignite that creative spark.

Gone are the days of too-long leases and crippling costs to outfit new premises. Enter flexible hours, room to evolve and the chance to meet clients and collaborators in cities across the world.
The next generation needs autonomy to innovate. And the co-working environment removes constraints so that more can be invested in their ambition. It’s time to get to work to bring people together.


Hotel brands are changing the way they operate. It’s not just about offering a place to rest your head anymore. It’s about providing an entrance into the local creative community.

These days, locals and travellers dwell in the same settings – and the driving force behind this cultural fusion is the experience-seeking individual. Choosing cultural enrichment over material goods, authenticity over novelty and local spots over touristic attractions, they’re a tough crowd to impress. They’re always scouting the next big thing – but are also specific about what they like.

So how are they doing it? It’s all about collaboration – with the hottest designers, the chicest restaurants and bars, and the savviest brands. To thrive, hotels must bring the local culture to the building. People, experiences and products are merging together to form one big social circle that operates on a transcontinental scale.


By 2020, it’s expected that $1.4 trillion will be spent on travel each year. But people are not only travelling more. They’re also redefining trends.
Package holidays, all-inclusive resorts and weeklong lounges on overcrowded beaches are on the way out. Now it’s all about discovering new cultures, spontaneous last-minute bookings and living like a local.

The businesses meeting the needs of the new consumer are boutique hotels and home-rental services. If one thing is certain about the future it’s that the new traveller doesn’t want to be seen as a tourist – and what better way to avoid this than by being immersed in the neighbourhood creative scene and hanging with the locals?

With an emphasis on a home-away-from-home environment, the future of hospitality will see creative collaborations in publishing, retail, concierge services and interior design. And if travellers can grab a desk in a co-working office while visiting a new city, the possibilities for future partnerships are boundless.


Today, most of the food we eat is grown far away from home. The next generation cares about the ethical and ecological origins of food, and knows that closing the distance between farm and table means better quality.
Locally procured food is more flavourful – and because it’s eaten shortly after it’s harvested, each bite delivers a nutrient-packed punch.

On top of food that is fresh, less processed and with fewer artificial additives, people want customisation and convenience. Why shouldn’t fast-paced urban dwellers also feel connected to how and where their food is made? Eating a meal is more than just fuelling up – it’s nourishment for body and soul.

The next generation wants to be tantalised by out-of-the-ordinary ingredients that excite their discerning tastes. But even more than that, they want to be given the chance to make informed choices that contribute to a sustainable future.


The next generation has the self-determination to roam the world’s most vibrant cities, the spontaneity to book a last-minute stay, the flexibility to plug into mobile workstations and the courage to challenge established models of living.

But with so much freedom and so many options available, how will they stay tethered to global conversations and make sure they are getting the most out of life? The same way travellers always have done – with guidance from trustworthy experts.

There’s a wealth of user-generated information available online, added to and updated faster than anyone can keep up with. But those with discerning taste appreciate a point of view, and understand that anything of true value takes a little more time to produce. Media brands with global reach and discriminating sensibilities provide endorsements that people can rely on. With multi-platform offerings, you can rest assured that there will always be a local authority within reach to lead you in the right direction.

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