In leisure hospitality, experience drives innovation, and storytelling is what makes it happen. Few people understand this better than J Bayfield: a travel writer, educator, and consultant who helps hotels and destinations shape experiences that linger long after check-out. Ahead of his session at this year’s R&R Forum, he shares his views on the future of travel, the power of storytelling, and the forces reshaping travel.
Hospitality Investor: What global trend will reshape leisure hospitality investment most in the next decade?
J Bayfield: AI is the obvious answer, but its impact will be profound. The way travellers' source, filter, and decide on destinations is already shifting. Investors and developers will need to think more conceptually about the kind of experiences they are offering, not just the facilities. The days of super-brand, cookie-cutter luxury are potentially numbered as AI offers more bespoke experience based on nuanced guest profiles. Beyond this, in the face of Instagram image overload, guests are also, it seems, seeking something more authentic — perhaps even refreshingly analogue.
Hospitality Investor: Why is storytelling important for the leisure hospitality industry?
J Bayfield: Storytelling is not an add-on; it’s the core of hospitality. Pillow menus and napkin fabrics are details, but they only matter if they’re part of a bigger narrative. Travel is one of the main ways people enrich and re-shape their lives. Vacations aren’t just sun and buffets; they’re lived stories people are willing to pay for because they change how they see themselves and the world. That’s why storytelling is not just relevant — it’s essential. Transformation is key, and is the term I always come back too, which I’ll be discussing in my short session at R&R.
Hospitality Investor: What’s the greatest risk facing hospitality and travel today?
J Bayfield: The environment, without question. Seasons are shifting, wildfires and flooding are destabilising both the Mediterranean and much of Southeast Asia — two regions I know well. Tourists can no longer bank on consistent weather, which means travel demand is vulnerable. The opportunity here is a pivot towards “experience travel” — moving beyond pure sun or snow toward journeys that don’t rely on climate guarantees. Of course, economic pressures and political instability compound the challenge, but climate is the thread that ties them all together.
Hospitality Investor: Which destinations will become the most attractive to travellers and hospitality investors in the years ahead?
J Bayfield: East Africa. It’s beautiful, ecologically rich, relatively safe, and comparatively unspoilt. Importantly, many new projects there are embedding eco-principles and community benefit from the outset, which appeals to the modern traveller. Stability remains the key factor, but countries like Kenya, Uganda, and Tanzania are already seeing consistent growth. This is a region poised to become one of the most exciting investment frontiers.
Hospitality Investor: What’s a common misconception about the hospitality and travel industry that you’d like to set straight?
J Bayfield: That it’s all about “luxury.” As a former backpacker, I’d argue backpacking is the original experiential travel — rooted in authenticity, curiosity, and pure connection. It’s often overlooked by developers, yet those broke backpackers often turn into the discerning travellers of the future, who know quality when they see it. The challenge is that economic hardship and climate concerns are making low-cost travel harder, which could affect the pipeline of future travellers. Ignoring this market would be shortsighted, so I always think there is a lot of room for investment around Backpacking habits.
Hospitality Investor: How are evolving residential and living trends influencing leisure hospitality?
J Bayfield: We’re long past the point where Airbnb is a novelty — it’s an expectation. People want their own space — both physically and emotionally. Even in the luxury space, I’ve noticed a retreat from the slightly cloying, overbearing service model expected twenty years back. Guests don’t necessarily want to be fussed over; they want to feel like they’re in charge of their trip, and discovering a place themselves (even if the strings are being secretly pulled by concierge) What they value is access to local expertise, authentic experience, and yes, fun!
Hospitality Investor: What has been the biggest change in the industry over the past decade?
J Bayfield: Cost. Flights post-Covid have skyrocketed, and the cost-of-living crisis means travellers are more discerning than ever. People want to know their investment in travel is worthwhile. For hospitality, this means raising our game: creating high-quality, thoughtful, emotionally resonant experiences that justify the spend, and offer transformations. In age where everything, everywhere has already been seen online, 'looking good' is no longer enough - you have to offer a story worth buying into.
Hear more from J Bayfield in his keynote presentation on ‘Experience Keynote: What if a guest’s stay wasn’t just a service—but a story?’ at the R&R Forum on Thursday 13th November, followed by a panel discussion on creativity, storytelling and connections to power experience .