For most of human history, hospitality was for the wealthy. Then the middle class grew — and with it, a whole new kind of customer who wanted to go out, spend money, and feel like they mattered. That customer changed everything.

The global hospitality industry now contributes $11.7 trillion to world GDP. That's 10.3% of the entire global economy built on the idea that people deserve a good experience when they leave the house. That shift started with one simple thing: more people having more money and more time to spend it.

Understanding where your guest came from tells you a lot about what they expect today. They don't want to be handled. They want to be taken care of.