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About NewtonSquared

Hotels. Event Agencies. Corporate Events. Three industries facing shifts that most leaders are still ignoring. NewtonSquared is a strategy advisory helping leaders in hospitality, events, and corporate meetings navigate market inflection points, before they become crises. FOR HOTELS: OTAs dominate. Direct booking rates are declining. Technology adoption remains fragmented. But the bigger shift? Millennials and Gen Z now drive travel spend, and what they want is fundamentally different. Wellness. Sustainability. Connection. Authenticity. Hotels responding with surface-level additions are missing the real opportunity. We help hotel leaders with distribution strategy, guest experience positioning, and technology assessment, competing on purpose, not just price. FOR EVENT AGENCIES: Margins are shrinking. AI is starting to do work agencies have charged for. Clients expect more for less. The commission conversation won't disappear. Most agencies are responding tactically. That's not enough. The real challenge isn't operational efficiency, it's your value perception. What are agencies actually worth beyond commission? We help agency leaders answer that question before clients answer it for them. FOR CORPORATE EVENTS: Events are a major part of your marketing mix. Yet most are purchased tactically, with focus on logistics, rather than objectives. No stakeholder alignment. Agencies evaluated on cost, not outcomes. We help corporate leaders purchase events strategically, turning a tactical category into a business investment. WHY NEWTONSQUARED: Founded by Alan Newton, 25 years across hotels, agencies, and hospitality tech. 14 years as a buyer managing £70M-£250M annual spend. 11 years as a founder scaling hospitality software to £5M+ revenue. Advisory experience with Marriott, IHG, Four Seasons, Accor, Jumeirah. Both sides of every table. We know what these industries say they want versus what they actually do. → newtonsquared.com

Founded in 2014 by Alan Newton.