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credit: ACROSS, Will Odwarka, Jonathan Doughty
credit: ACROSS, Will Odwarka, Jonathan Doughty

ACROSS Discuss: F&B Insights With Will & Johnny, Ep. 5 — “Hotels, gone are the times when we were just thinking of a good night’s rest”

According to the motto “from insiders for insiders,” we examine the top topics in the industry in exciting, entertaining discussion settings.

Two top industry professionals talk about the opportunities and challenges in retail gastronomy.

Will Odwarka and Jonathan Doughty are among the most experienced F&B experts in the retail gastronomy scene in Europe. In the fifth episode of the ACROSS Discuss series, they explore the evolution of hotels from traditional lodging options to dynamic spaces catering to modern travelers’ needs and desires.

In recent years, hotels have transformed from mere places to rest your head to integral components of more significant developments, offering guests a truly immersive experience. Gone are the days of generic, cookie-cutter accommodations – today’s hotels are designed to be an extension of the surrounding environment, culture, and lifestyle. From stunning architectural designs to curated art collections, innovative dining experiences, and state-of-the-art amenities, hotels are now seen as destinations in their own right.

Join us as we delve into how hotels redefine the guest experience, creating unique destinations where guests can truly live, work, and play. Discover how hotels embrace their role as key players in shaping the ambiance and character of more significant developments, from luxury resorts to boutique properties.


Will Odwarka

Will Odwarka is the Founder and CEO of Dubai-based firm Heartatwork Hospitality Consulting since 2019, and a member of the ACROSS Advisory Board. He was born and raised in Vienna, Austria.  He has 30+ years of experience leading international strategic growth and development, Franchise and partner management, and F&B operations. He successfully opened over 1000+ outlets in over 40 countries for renowned global players such as McDonald’s, Starbucks, Burger King, Costa, and Wendy’s and smaller players like Creamscafe and Coffeeshopcompany. He strongly focuses on international market entry for F&B players, brand and investor scouting, and AI in hospitality in the Middle East and Europe.

Jonathan Doughty

As a highly experienced F&B professional, Jonathan Doughty has worked at all corporate levels, and has held both executive and non-executive board roles, as well as special advisory appointments and acted in training roles. He has extensive experience around the world in hospitality, property, food and beverage and commercial real estate. Having worked remotely, in situ and on demand in over 30 countries, he is recognised as a leading professional in both the foodservice and commercial property industry.