TRAVEL: the 'MOMENT MAKERS' who want a 'LIFE ON DEMAND' @de0925bekkiramsay - Tumblr Blog

Insight: Wellness focused hotels

http://www.trendhunter.com/trends/even-hotels

Even Hotels by the InterContinental Hotels Group (IHG) is a new line of hotels specifically geared towards health-conscious travelers that is all about helping its guests "Eat well, rest easy, keep active, [and] accomplish more." The stress of a hectic life often drives people to want to take a break, go on vacation and indulge, but this can sometimes leave you worse off than where you started. Even Hotels treats its guests to healthy food choices, fitness experiences and relaxing spaces so that you can feel truly rejuvenated as well as in better shape than when you arrived. Two locations just opened in Conneticut and Maryland, with more plans for three new Even Hotels to be up and running by 2015.

Insight: Active Voyage

Implications - Health-conscious consumers are constantly looking for ways to stay active even during downtime, which is being acknowledged with tourist destinations that boast adventure and exercise-focused attractions. This blending of health with experience draws consumers in with a dual purpose approach to tourism.

http://www.trendhunter.com/protrends/healthy-adventourism

Insight: Digitised Queue

Consumers skip wait times by ordering ahead with innovative apps

Implications - As the progression toward streamlining everyday tasks continues, consumers are being enticed by tech-powered services that enable ordering ahead of time or allow for skipping of queues altogether. The emergence of fast-lane apps is representative of the modern consumer's desire to save time wherever possible, while also adding an element of exclusivity.

No-wait coffee shops - the Starbucks line is eliminated with an efficient location in NYC

Virtual Restaurant Queue - the NoWait app makes waiting for a table painless

Insight: In-store Projected

Projected displays create whimsy, interactivity and prestige.

Implications - As consumers become more and more exposed to multimedia entertainment, it becomes increasingly difficult to capture their attention through advertising and retail displays. Projected displays add a multi-sensory, interactive element to branding that not only captures attention, but creates more opportunity for brand interaction.

Virtual technology shops

Interactive in-store displays - Kate Spade introduced perch technology to better customer experience

Insight: Retail Community

Stores offer value beyond mere products by serving as community hubs

Implications - Tapping into the modern consumer's emotional need to connect to a larger cause, brands are beginning to re-imagine the retail experience as a place for building relationships and cultivating community. The re-positioning of retail destinations as centers of local culture also speaks to the consumer interest in seeking out opportunities for sparking real-world connections in an ever-increasing digital era.

Insight: ‘The Future of Betterment’ trend

http://trendwatching.com/trends/the-future-of-betterment/

The standing desk. The 5:2 diet. Mindfulness. Self-tracking. Paleo meal plans. Health and wellbeing in 2016 means a constant stream of new apps, connected devices, eating fads, wannabe lifestyle movements and more. For innovators, one Big Question emerges: where is all this heading? One thing is certain: the world doesn't need any more meditation apps (this one comes with a special headband)

But here's a more profound truth: health and wellness WILL only become a more important part of how consumers live – and measure – their lives in the coming years.

Once in a lifetime has become another Saturday afternoon. Millions of consumers live in societies of once undreamed affluence. Objects that were rare are now ordinary. The Experience Economy turned amazing into expected. Digital connection widened the scope of people's lives – the social access, resources and knowledge – beyond recognition.

Sure, life isn't like that for everyone. But even in less affluent societies, it's the direction of travel. Meanwhile, expectations are being set by the latest, best and most exciting worldwide.

What happens in this kind of environment? We've all read our Maslow: people turn to self-actualization. That is, an endless search to realize the idealized version of themselves that they carry around in their head.

What can we add that Maslow didn't? In 2016, consumerism is the primary means by which people pursue that search. The brands they'll notice, engage with, love, are those that help them be the people they want to be. That's why (bold claim coming) self-actualization is the future of consumerism. So where does health and wellness fit in to all this?

Six Trends for Betterment:

1. AMBIENT WELLNESS Health boosting features – embedded into the environment.

The world of health and wellness is full of good intentions. I'll start running this year. I'll lose weight this month. Tomorrow, I'll meditate to become a more balanced person.

The problem is, good intentions are hard to stick to. There's nothing new in that.

But now, consumers – especially city dwellers – are also beset by a rising awareness of the toxic impacts of their environment and the lifestyle that it encourages. Think air pollution, late nights, food on the go, the stress of the daily commute, and more.

The result? Rising numbers will now expect brands to embed innovative health-boosting technologies into the environment around them. These AMBIENT WELLNESS initiatives should help offset damage to health and wellness – or even produce an entirely new, health-positive effects (often with zero effort required).

Time to build some AMBIENT WELLNESS into your offering?

Fewer than 3% of Americans meet the basic criteria for a healthy lifestyle, which include regular exercise and not smoking.

Starbucks - In January 2016, Philips transformed four branches of Starbucks in the Netherlands into EnergyUp cafés. Philips EnergyUp lamps were placed around the cafés for patrons to use while they drank their coffee. The lamps are designed to have a mood-lifting, revitalizing effect after around 20 minutes of use; Philips say they produce this effect by mimicking natural daylight.

Airbus jetlag!

2. CALIBRATED HEALTH Get ready for the age of individualization.

Where is my DNA-personalised salad? True genetic personalization grows ever closer, but the expectations it is helping to create are already here. Digital consumerism has heightened expectations of totally individualized offerings. See the recent success of the Spotify Weekly Playlist, a personalized music selection that many users say has an uncanny understanding of their music taste.Meanwhile, the same consumers know that when it comes to health, DNA personalization of treatments, dietary advice, fitness regimes and more is on the horizon: a fire being fueled by a wealth of genetic tech startups such as 23andMe (see next slide).The consequence? Expectations created online are converging with those created by new health tech to drive demand for health and wellness products, services and experiences that are personalized around the individual. And those expectations of individualized CALIBRATION apply to both digital and physical offerings...

Design my day - App lets users design a wellness-promoting daily schedule. CALIBRATED HEALTH doesn't have to mean personalized products. What about letting consumers design personalized experiences and schedules?Design My Day is an app and website designed to help those feeling low, unmotivated or uninspired to schedule their day. The platform provides access to thousands of crowdsourced and peer reviewed ideas for meaningful activities based on how a user is feeling. Users can choose from the ideas to design a personalized daily schedule intended to promote mental wellbeing. In November 2015, Design My Day won an award for best startup at the Startup Weekend Bali competition.

3. VIRTUAL ACTUALIZATION Virtual realities, real (physical, cognitive, emotional) improvements. In 2016, virtual reality finally becomes real for millions of consumers thanks to the first generation of in-home devices: the Samsung Gear VR, Oculus Rift, HTC Vive, PlayStation VR, and more. One glimpse of the mainstreaming of this technology? In November 2015, the New York Times partnered with Google on a VR film and gave away 1 million Google Cardboard VR headsets.Digital technologies have always been intimately related to dreams of self-actualization. But many consumers have learned through experience that yet more wristbands, tracking devices and smart objects aren't always the answer to better health.Now, those consumers will look to VR to offer a new and broader take on wellness. Yes, that means physical fitness. But also emotional wellbeing, cognitive performance and personal growth.One way to make your VR play stand out in 2016? Serve up some VIRTUAL ACTUALIZATION.

Consumer spending on VR will increase from USD 108 million in 2014 to USD 22 billion in 2020.

Samsung - campaign to help consumers overcome fears. Samsung's 2016 Be Fearless campaign, promoting the Samsung Gear VR, saw 27 people use VR to overcome their fear of heights or public speaking. Participants underwent a four-week VR training course intended to help them confront their fear and find ways to overcome it. Those afraid of public speaking, for example, faced a series of VR environments in which they were asked to speak, starting with a small crowd and building up to a large audience. VR training helped 87% of those afraid of heights to reduce their anxiety level by 24%. Meanwhile, 88% of those afraid of public speaking reduced their anxiety levels by 19%.

4. DISTRIBUTED DIAGNOSIS New, innovative and seamless ways to access health services.

6. POST-DEMOGRAPHIC BETTERMENT Throw out old thinking and embrace POST-DEMOGRAPHIC diversity!

Innovation: Free People launch a Wellness Retreat

US – Bohemian fashion brand Free People has launched five wellness retreat adventures to enable consumers to live its wanderlust ethos.

The experiences take travellers to destinations including Peru, California and Spain

The project is a collaboration with wellness package holiday company YOGASCAPES

The initiative comprises five travel and wellness retreats spread across the globe, and follows the launch of FP Escapes, the brand’s travel and wellness category. Each retreat promises unique adventures, influential guides and a daily menu of healthy meals, and enables travellers to explore the local culture through the lens of wellness.

From working on a farm in the rolling hills of Sonoma to hiking through Yellowstone National Park and learning about natural minerals, the experiences aim to fully immerse travellers in the Free People brand.

Innovation: Chat-Based Travel Assistants

http://www.trendhunter.com/trends/go-hero

Go Hero' is a free-to-download app that works as a personal travel assistant in order to simplify the process of booking hotels, transportation and activities.

The service compares quotations from an array of travel websites in order to find the best deals for travelers. While Go Hero's team takes care of bookings on behalf of a user, the free service notes: "you pay exactly the same you would if you did it yourself through a secured payment mode."

Through a chat-based interface, users are able to call for a cab while traveling offshore, get recommendations on specific types of food in a particular area and tap Go Hero's expert team for additional travel advice. Considering that a smartphone is an essential for many modern-day travelers, this app makes it easy to satisfy all potential needs from a single, easy-to-use tool.

Insight: New Airplane Promises to Eliminate Jet Lag

Vitamins, sunlight, and high-energy meals combat the effects of jet lag pretty well, but wouldn’t it be great if the phenomenon didn’t exist at all? A new type of smart superjet is hoping to do just that. Elle Decor reported on the new Airbus A350 XWB airplane, which has a highly unique LED light system featuring 16.7 million light color combinations that will change throughout the course of the flight to mimic the natural phases of sunlight. This will help passengers’ internal clocks adjust to the time change that will occur upon arrival. The planes also have a humidification system and onboard fresh air that will allow travelers feel more refreshed and well rested at their destination. The first two airlines to operate the Airbus A350 are Singapore and Qatar Airlines, which will fly the Airbuses for select luxury flights. Although the cost of traveling on the plane has not yet been released, we can assume it won’t be cheap.

Insight: No Wifi Maps

Though one of the exciting aspects of traveling revolves around the notion of "getting lost" in a far-off destination, the reality of being stranded in a foreign place is much less romantic. Fortunately, Business Insider is spreading the word about the app Citymaps, which will save you in a panic (and spare you from those scary data-roaming charges that can occur abroad) by providing integrated routing and navigation capabilities that do not require an internet connection. In other words, you can now navigate your way around the world while offline.

What sets Citymaps apart lies in the details: The app goes beyond street names and subway stations by marking restaurants, coffee shops, stores, landmarks, and more. Brands can also provide their own logos and icons to pinpoint their locations, which transcends any language barriers. If you're not all about restaurants and retail, you'll find that beaches, museums, and parks are highlighted, too. The app also offers a personalized touch with the option to curate your own maps by entering and adding points of interest as you go. Imagine having Zara radar? Sign us up.

Insight: No Longer Need Travel Agents

The way we plan and book vacations is quickly changing, with almost three quarters of travelers opting to organize a trip themselves, rather than via a travel agent. Last year, search data revealed that travel-related Google questions increased by a massive 50%, showing we're more willing than ever be hands-on organizing a vacation. In 2016, we'll see travel apps improve and offer a centralized way to research, book, and take a trip. Notable mentions go to Entrain, an app developed by researchers from the University of Michigan to suggest a tailored mid-flight routine to avoid jet lag, and Destinations on Google, which allows you to compare flights and hotels instantly, get a quote, and create an itinerary.

Insight: Cultural Festivals

Traditional sightseeing is losing its appeal as more travelers seek out immersive cultural events on vacation. We're becoming less motivated by classic bucket list items like seeing the Acropolis in Athens or Big Ben in London, and more excited by experiential trips, such as the Holi festival in India and Nepal, a Hindu spring festival known for its celebrations where crowds throw multicolored powder.

Insight: Volunteering

Vacations are usually considered indulgent, but a rising number of travelers are trading their typical resort stay to help others. A Go Overseas study has found that "voluntourism" is still on the rise, with the Philippines, India, and Thailand ranking high on the list of destinations. From volunteering at an elephant sanctuary in Chang Mai to helping conserve sea turtles on the picturesque Eco Beach in Australia, volunteering abroad is a great way to put your spare time toward a worthwhile cause.

Insight: Street Food Hotspots

http://www.mydomaine.com/travel-trends-2016/slide4

Picture this: Row upon row of long-tail boats rafted together, each brimming with woven baskets full of fresh papaya, mango, and homemade noodle dishes. It's enough to make you want to base your next vacation on its street-food offerings, which is exactly what young travelers are starting to do. A new study of more than 31,000 people has found that travelers are starting to follow their taste buds: In fact, 98% said eating local cuisine was extremely important on vacation, and 37% avoid junk food while overseas, instead seeking out fresh regional dishes. Keen to follow suit? Our top street-food pick is Pai, a small village near Chang Mai in Thailand that boasts lip-smacking night markets—the handmade fried dumplings are a must.

Insight: The New Branded Hotel

http://www.stylus.com/ztqkdt

Summary:

STRATEGIC PARTNERSHIPS CREATE RICH BRAND NARRATIVES - From beauty products and bespoke fragrances to branded uniforms, the new branded hotel is a rich landscape of brand collaboration that runs across product and consumer engagement.

SMALL-SCALE COLLABORATIONS ENABLE TERRITORY TESTING - Rather than committing to a full branded setting, opportunistic retailers and brands are dabbling in the hospitality arena with sponsored suites and ‘themed’ zones, enabling them to pursue a ‘softly softly’ approach while establishing an initial foothold in unfamiliar territory.

EPHEMERAL EXPERIENCES BUILD SOCIAL CURRENCY - While the fully branded hotel still proliferates across the hospitality landscape, ephemeral brand experiences – such as pop-up installations – are providing social and cultural kudos.

Immersive Brand Worlds As the synchronistic relationship between retail and hospitality continues to strengthen, this year will see a rise in branded hotels, particularly in the premium realm.

Fifty-five per cent of consumers now value experiential luxury over products, according to global management consulting firm BCG-Ipsos. This bodes well for luxury retailers looking to engage with consumers in hospitality settings.

Curated Collaborations Rather than committing to a comprehensive branded setting, opportunistic retailers and brands are dabbling in the hospitality arena with sponsored suites and dedicated themed zones, enabling them to pursue a 'softly softly' approach whilst establishing an initial foothold in unfamiliar territory. London-based luxury branding expert Piers Schmidt suggests that this approach is popular with hotel brands because it offers less risk to both parties' overall brand identities, while providing guests with a wider range of experiences. "What you're trying to do is more manageable, more modest and more carefully considered," he said.

Strategic Product & Service Partnerships German fashion designer Karl Lagerfeld designed a red ‘Lion’s Seal’ emblem for luxury Singapore hotel Sofitel So Singapore, after being inspired by the country’s mythical lion mascot. The emblem has been embroidered onto the hotel’s fluffy white bathrobes. Adding a further personalised touch, Lagerfeld has also curated a cutting-edge selection of books for the hotel’s on-site library. Many volumes will be available to purchase prior to being retailed at any other book retailer in Singapore.

Ephemeral Experiences From pop-up spaces and art installations to charity campaigns, hotels are partnering with retailers, artists and non-profit organisations to create ephemeral, publicity-driven experiences, which extend their reach to wider consumer audiences and causes.

Global hospitality giant Hilton Hotels has teamed up with American toy manufacturer Mattel to create a Barbie-themed hotel suite at its Puerto Madero hotel in Buenos Aries. The initiative, which ran from September to December 2014, marks the 10th anniversary of the first ever Barbie-themed hotel room, which was sited at the same hotel. The space features limited-edition Barbie items, including toys, games, a changing room and a runway, enabling young fans to practise modelling. In addition, guests could order from a themed menu, which includes a Barbie Candy Bar, and visit a Barbie Spa for manicures, facials and hair styling.

Iconic luxury fashion brand Jimmy Choo launched its first collaboration with The Berkley hotel in London with a series of events that included an afternoon tea with cakes shaped like handbags and shoes, as well as the Instagram hashtag #Tea4Choo.

Also embracing the traditional afternoon tea, Hong Kong-based boutique hotel The Upper House launched an afternoon tea experience in collaboration with high-end fashion e-tailer Net-A-Porter, British bio-organic skincare brand Aurelia Probiotic, and British cosmeceutical company brand Dr Jackson’s. The Aurelia Probiotic events showcased pastries infused with pure botanicals such as lavender and mandarin, as well as rose-water macaroons and jasmine tea pralines.

Future Insights

CURATED COLLABORATIONS TARGET DIVERSE DEMOGRAPHICS -Branded suites and dedicated ‘brand zones’ can widen demographic appeal without alienating existing fans and followers. Targeting younger demographics – who can remain with the brand long-term – is a smart strategy.

CONNECT THE DOTS THROUGH LOYALTY - How far can the relationship between retailer and hospitality brand go? Complementary or synchronised loyalty and membership schemes could further cement these commercial and creative alliances.

BRAND AS COMPETITIVE ADVANTAGE - With more consumers choosing accommodation-sharing websites like Airbnb, hoteliers need to differentiate their offers. Strategic brand collaborations can achieve this slick professional edge over ‘home style’ accommodation.

Insight: Wellness Retreats

Destination detoxes are on the rise and, really, it's no surprise. In January, millions of Americans pledged to improve their health and well-being. In fact, the top New Year's resolutions of 2016 were to "live life to the fullest" and "lead a healthier lifestyle," so it's only natural our travel habits would take a healthier turn. This year, consider wellness retreats. From Amansala eco resort's Beach ’n’ Bliss Yoga Retreat in Tulum, Mexico, to Red Mountain Resort's boot camp–style Weekend Warrior Retreat in Utah, you'll leave your vacation looking and feeling better than ever.

Innovation: Location based delights

iBeacon technology was first introduced to Coachella in 2014, giving fans app-enabled directions and updates on promotions. For 2016, it’s working with sponsor American Express to offer Surprise & Delight packages, devised to “enhance users’ festival experience” based on their location. Surprises include a free Ferris wheel ride while waiting in line to pay, or the chance to meet a performer they’re watching. To activate the promotion, American Express members simply link their credit card to the Coachella mobile app.

Trending Blogs

Recently Viewed Blogs

TRAVEL: the 'MOMENT MAKERS' who want a 'LIFE ON DEMAND'