Author: Daniel Martin Affiliation: Independent Researcher Received 8 March 2024; Revised 18 April 2024; Accepted 8 May 2024; Available online 26 May 2024; Version of Record 26 May 2024. Abstract The hotel and restaurant sector entered 2024 under conditions of accelerated strategic change. Following a prolonged recovery period after the pandemic, hospitality organizations continue to operate within an environment shaped by geopolitical uncertainty, inflationary pressure, lab