With high food, energy and operational costs, and significant supply chain issues causing delays and high prices, it’s safe to say that the hospitality industry has been in choppy waters during 2025.
Business owners and hoteliers have faced problems obtaining and retaining staff, and report high levels of burnout, compounded by the need for digital transformation as well as new statutory regulations over sustainability, in line with national climate goals. At the same time, there’s been a downward trend in customer discretionary spending and a marked preference for more authentic, tranquil, experience-led hospitality in the form of boutique stays, destination dining and wellness leisure.
Given the unpredictable and uncertain outlook for 2026, now may be the time to invest in calm and quiet. For HamacLand though, that essentially means doing nothing. As founder and president Jérôme Marina puts it: “Our business model is already based on a unique, low-energy, sustainable and above all, tranquil experience for guests. So I don’t think we need to change our model. If anything, it’s guest expectations that are changing, in our direction.”
There was a time when adrenaline-fueled adventure was the hot-ticket experience. Now, when people are keen to escape AI-mania and the relentless 24-hour news cycle, the HamacLand USP has acquired a new and seductive appeal. It’s a simple concept, a yacht-built catamaran lounge with hammocks that you can anchor wherever you like, with whatever services you want to offer.
