This article interviews certain sector experts about the European hotel market, how it differs from the US equivalent, especially in numbers of branded versus unbranded properties; how this affects innovation in the sector; the fact that most innovation in Europe is coming from the mid-market segment, which has to be more innovative against luxury and budget counterparts, but has the scale and conformity across brands to do so; how the sharing economy has contributed to guests seeking personalisation and experiences; and niche product brands including 25hours Hotels, Jaz in the City, CitizenM and Mama Shelter.

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