Tourism Trends and Coolhunting
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Transcript of Tourism Trends and Coolhunting
1AWINDOW
LauraValdez
RawadDalal
RicardoBenitez
MadalenaBobone
DilaraDagli
Trends & Cool HuntingTourism Trends 2014
1EWINDOW
1DCENTER
1CAISLE
1BAISLE
Please prepare fortake-off
Topics of our ageWhat trends are influencing tourism?
Compassion
Sustainability
Connectivity
Spirituality
Activism
Acceptance
Customizing
Wellness
Fear
Nostalgia
Ephemeral
Crisis
Safety
Credibility
Individualism
WellnessIt is a lifestyle that includes health, fitness and wealthyness.
ConnectivityDesire of feeling and being togerther.
IndividualismBeing able to do things by yourself while having fun.
SafetyIt is a feeling of being secure in any enviroment.
NostalgiaThe essence that reminds you of the past.
Research
Holiday trips of residents (aged 15 years or more), 2012
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In 2012, there were over 534.17 million international tourist arrivals to Europe, an increase of 3.4% over 2011.
International tourism receipts grew to US$1.07 trillion (€837 billion) in 2012, corresponding to an increase in real terms of 4.0% from 2011.
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EU policies to support the development in the tourism sector.
GO TO LINKRolf Freitag, president of IPK International, said: ”Without a doubt travelling continues to be a global mega-trend. Already today, one-third of the human race is travelling.”
Arnaud Bertrand, CEO, HouseTrip “The future of peer-to-peer holiday rentals really depends on legislation, but I believe that there are very good prospects. Hosts earn extra money for their pocket and guests get more value from their travel dollar, so it is an attractive proposi-tion.”
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Why the tourism industry needs to take the human rights approach.
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Research insights
The amount of trips does not depend directly on the economical situation ofthe country.
Tourism industry is growing in people travelling and people spending andtravelling has become a mega-trend.
Goverments are giving a lot of importants to the tourism industry.
New ways of travelling might be affected because of country’s legislations.
Tourism industry is growing but at the same time employee rights are not protected.
Cool Hunting
What it is
It is an application that allows users to get free internetcredits/minutes by sharing photos and experiences about Japan.
Why is it cool
Connects people. Takes advantage of those connectionsto improve a country’s image (brand), and uses the needfor internet that foreign people experience while they are ina country with such a different culture.
Related trends
Connectivity; Love the city
Sourcehttp://vimeo.com/36166880
Post from Japan
Cool Hunting
What it is
Repackaging of an old product (canned fish) combined with a country’s history, culture and experience.
Why is it cool
Allows buyers to remember and learn about a city they visited in a fun and entertaining way. This idea blends your past experiences with the modernity of the design resulting in a tribute to the culture.
Related trends
Design; Love the city
Sourcehttps://www.facebook.com/misscanproducts/photos/pb.571041896275162.-2207520000.1392287369./639641712748513/?type=3&theater
Miss Can
Cool Hunting
What it is
A pencil that, after being used, can be planted. It is a sus-tainably grown cedar pencil with a water-activated seed capsule at its tip.
Why is it cool
It is an eco-friendly product that allows consumers to own a living thing that can represent a memory. It also contradicts the mentality of “using and throwing away”. It can be an opportunity where you can help to improve your city.
Related trends
Sustainability; Love the city
Sourcehttp://www.democratech.us/sprout/
Sprout Pencil
Cool Hunting
What it is
Unique and customized bag made from sustainable material.
Why is it cool
It is more than a product, it became a lifestyle by theconcept the company created of gathering its fans for one day in a cool event so they can connect and share the same interest.
Related trends
Connectivity; Beautiful people
Sourcehttp://www.freitag.ch/
Freitag bags
Cool Hunting
What it is
Replicate specific houses for birds to give the message that every traveller deserves a home.
Why is it cool
Associates people with the freedom that birds have by creating a physical space using houses from different parts of the world.
Related trends
Connectivity; Urban nomads
Source
http://www.adverblog.com/2013/12/16/birdbnb-every-traveller-deserves-a-home/
Bird BNB
Cool Hunting
What it is
It is an airline advertisement using Christmas in order to engage people.
Why is it cool
Associates people with the freedom that birds have by Transforms the boring experience of travelling you get sometimes into an extraordinary experience by using the nostalgic spirit of holidays.
Related trends
Cool nostalgia; Experience economy
Sourcehttps://www.youtube.com/watch?v=zIEIvi2MuEk
WestJet Christmas Miracle
Insights Of Cool Examples
Post from Japan
They wanted to use the idea of connectivity to re-launch a country as a tourist destination and use free internet as an exchange for work (adver-tisement). People do not mind to advertise if they get something in return (even if it is not a monetary payment).
Miss Can
People are interested in the culture and the history of a country but they prefer to read short facts that are easier to read and to remember. People engage for a product that is both modern and old, the resale of known product (fish) rebranded and embraced in a nostalgic concept.
Sprout Pencil
People worry about continuity and about nature that is why they like to use or have a pencil that can be transform into a plant. People value the idea of reutilizing a product once it cannot perform its primary function.
The trends more present from the examples are: andCONNECTIVITY COOL NOSTALGIA
Insights Of Cool Examples
Freitag bagsPeople enjoy being part of something, they like to know and define themselves for being connected or belonging to a brand. The idea of finding others that share the same tastes and interests can fulfill this illusion of being part of something.
Bird BNB
People like the feeling of freedom and so they value the idea of “being free as a bird”. They like to share their ideas and lives with the people who have a similar lifestyle. Bringing pieces (representations) from different parts of the world can make an impression in a specific group of people (travelers).
WestJet Christmas Miracle
Everybody likes surprises and presents. People like to have an enjoyable experi-ence when they do not expect. A change in a routine (even if is an isolated event) can produce a huge impact at many levels, special as a campaign that becomes viral. People’s perception of a brand, product or other, can be won over by wit-nessing others’ happiness.
Where the sector is going?
We are living in a world where the economic crisis is affecting the way people spend. In spite of this, for many countries the tourism is one of the sectors that is still developing.
The topics of our age can be indicators of trends. Taking this into account we extracted 5 main trends, related with tourism, from the 16 topics that we found.
Wellness
Connectivity
Individualism
Safety
Nostalgia
When people decide their travel destination they take into account how they are going to feel. That is why they will choose a place that does not represent any threat to their lifestyle.
Nostalgia is an affectionate feeling you have for the past, especially for a happy time which can be used to focus on a country’s happy time and share this experience with people.
Nowadays, people want to be in contact as well as they want to have their personal space.
How to grow the sector?
People acceptconnectivity (internet
credits) as an exchangefor advertising.
Travellers like to takesomething with them
to remember their holidayor experience.
The connectivity and nostalgicfeeling can be used as anopportunity to advertise
tourism and go along withthe growth of the sector.
How? Apeeling to wellness.
Wellness:People travel to the
places where they feel good.
Thank you for travelingwith us.