The physiognomy of the hospitality industry is gradually transforming depending on the fundamental trends that are affecting corporate life, consumer behavior, investment trends, the appearance of new practices and new concepts. The perception of these trends at the right time is key to being able to stay ahead, stay in control of them and make them a competitive advantage rather than submit to their pressure and run after lost time. The most delicate is undoubtedly to distinguish between fads and deep-set transformation that is not always evident.