Tis’ the season – not just for holiday decor and annual family gatherings and celebrations – but for the business world’s other sacred tradition: expert predictions for the year to come. These predictions are, of course, not a perfect science. If the last three years taught us anything, it should be to expect the unexpected (or should I say, the ‘unprecedented’). Nonetheless, it’s best practice for businesses, especially those with a consumer-facing offering, such as hospitality providers and retailers, to not only reflect on the learnings of the year past but prepare for the predicted demands of the year ahead.