There is no such thing as forward-looking data
Hotels are masters in finding new words as excuses for why something did not go as planned. In the aftermath of the pandemic, hotels do not think they can trust historical data. Therefore the industry has invented a new term, "forward-looking data." The idea is to base decisions on what the future looks like, not on facts. "Forward-looking data" sounds like it is based on facts, but the truth is that people do not have the facts before it has happened.