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1A WINDOW Laura Valdez Rawad Dalal Ricardo Benitez Madalena Bobone Dilara Dagli Trends & Cool Hunting Tourism Trends 2014 1E WINDOW 1D CENTER 1C AISLE 1B AISLE
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Tourism Trends and Coolhunting

Nov 21, 2014

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Page 1: Tourism Trends and Coolhunting

1AWINDOW

LauraValdez

RawadDalal

RicardoBenitez

MadalenaBobone

DilaraDagli

Trends & Cool HuntingTourism Trends 2014

1EWINDOW

1DCENTER

1CAISLE

1BAISLE

Page 2: Tourism Trends and Coolhunting

Please prepare fortake-off

Page 3: Tourism Trends and Coolhunting

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.

Page 4: Tourism Trends and Coolhunting

Research

Holiday trips of residents (aged 15 years or more), 2012

GO TO LINK

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.

GO TO LINK

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.”

GO TO LINK

Why the tourism industry needs to take the human rights approach.

GO TO LINK

Page 5: Tourism Trends and Coolhunting

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.

Page 6: Tourism Trends and Coolhunting

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

Page 7: Tourism Trends and Coolhunting

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

Page 8: Tourism Trends and Coolhunting

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

Page 9: Tourism Trends and Coolhunting

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

Page 10: Tourism Trends and Coolhunting

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

Page 11: Tourism Trends and Coolhunting

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

Page 12: Tourism Trends and Coolhunting

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.

Page 13: Tourism Trends and Coolhunting

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.

Page 14: Tourism Trends and Coolhunting

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.

Page 15: Tourism Trends and Coolhunting

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.

Page 16: Tourism Trends and Coolhunting

Thank you for travelingwith us.