ABN AMRO Bank NV regularly publishes sector insights. For the hospitality industry, the bank wanted to share a well-founded bankruptcy forecast. Not just a figure, but also a story that readers can understand, including "why now" and "what does this mean for me."

What they wanted to achieve

A clear, honest, and self-explanatory analysis. Facts and graphs you can verify. A clear range instead of a single hard number. And concrete explanations for entrepreneurs and the media.

What we found

There were signals in the market, loose figures, and internal expertise, but no coherent narrative ready for online publication. Editorial, methodology, and visualizations needed to be brought together.

What we did

We started with a reader's question: "How is the hospitality industry doing, and what do we expect to happen in the coming months?" We compiled relevant indicators, chose simple definitions, and built a transparent method for generating forecasts. No black box, but an approach that can be explained in three paragraphs. We added scenarios, for example, "flat recovery" or "faster decline," and showed what they meant.

How we presented it

We wrote a long read with headings that encourage reading. We created clear graphs with ranges, short captions, and source references. We added a fact sheet with the key figures on a single page and a Q&A for frequently asked questions from the press and entrepreneurs.