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1、Reimagining the future of connected consumer experiences at home and abroadIf youve been in an airport recently,you know,travel is back.If youve been in an airport recently,you know,travel is back.In full effect.Ultimately,to travel is to fulfill a human urge to connect,discover,Ultimately,to travel
2、 is to fulfill a human urge to connect,discover,and and create positive memories:three things that brands strive create positive memories:three things that brands strive to to fulfill for consumers.fulfill for consumers.ConnectConnectDiscoverDiscoverPositivePositivememoriesmemoriesIntroductionHeres
3、the big question:When the markets moving at warp speed,what do brands in When the markets moving at warp speed,what do brands in and around the travel and hospitality categories need to stand and around the travel and hospitality categories need to stand out now and thrive tomorrow?Lets take a close
4、r look.out now and thrive tomorrow?Lets take a closer look.Clear M&C Saatchi|Beyond Travel&Hospitality 20302Contents1.Welcome aboardGrab a coffee and get comfortableGrab a coffee and get comfortable2.Buckle upLets see whats on the horizonLets see whats on the horizon3.GreetingsMeet our 5 travelers o
5、f the futureMeet our 5 travelers of the future4.Travel advisoryBeware of the backlashBeware of the backlash5.Prepare for takeoffWhat your brand needs to do to What your brand needs to do to fly above the competitionfly above the competition6.A smooth landingHow to win hearts,bookings,and How to win
6、hearts,bookings,and your brands place in the futureyour brands place in the future3Clear M&C Saatchi|Beyond Travel&Hospitality 20301 1Welcome aboard4Clear M&C Saatchi|Beyond Travel&Hospitality 2030Grab a coffee andget comfortableWere just going to come right out and say it:Were just going to come ri
7、ght out and say it:were were all trying to escape when we all trying to escape when we go ongo on vacation.vacation.Whether it is to escape the daily pressures of life or the desire Whether it is to escape the daily pressures of life or the desire to try somethingto try something new,weve all been t
8、here in the last few years.new,weve all been there in the last few years.But lets talk about you for a minute.But lets talk about you for a minute.When you were last looking for an escape,When you were last looking for an escape,was itwas it everything you dreamed of and more?Or was your journey fro
9、m A to B everything you dreamed of and more?Or was your journey from A to B and back riddledand back riddled with frustration and memorable for all the wrong reasons?with frustration and memorable for all the wrong reasons?The irony is that the higher our hopes get,the greater the potential for disi
10、llusionment becomes.And disillusioned we most definitely are.And disillusioned we most definitely are.Disappointment has become an allDisappointment has become an all-tootoo-familiar travel companion.Meanwhile,familiar travel companion.Meanwhile,the travel and hospitality sectors havethe travel and
11、hospitality sectors have struggled to reconcile customers rapidly struggled to reconcile customers rapidly shifting desires and demands.shifting desires and demands.But what areBut what are these desires,and what are the these desires,and what are the demands?Thats what were here to talk about.deman
12、ds?Thats what were here to talk about.Welcome aboardFasten your seatbelts:Were about to journey into the future of travel andhospitality,with all its challenges and opportunities to stand out from thecrowd.5Clear M&C Saatchi|Beyond Travel&Hospitality 20302 2Buckle up6Clear M&C Saatchi|Beyond Travel&
13、Hospitality 20307Buckle upLets see whats on the horizonWe cant see the future We cant see the future but what we can do is read but what we can do is read our instruments and the signals ahead to our instruments and the signals ahead to understand the forces likely to shape it.understand the forces
14、likely to shape it.Weve identified 3 forces of change for the travel&hospitality categories in the next 5 years,focusing on the ones that focusing on the ones that brands can feasibly get ahead of from now.brands can feasibly get ahead of from now.These trends have continued to evolve over These tre
15、nds have continued to evolve over time,but were seeing them reach a tipping time,but were seeing them reach a tipping point as cultural and technological advances point as cultural and technological advances fuel momentum.fuel momentum.Clear M&C Saatchi|Beyond Travel&Hospitality 203078Buckle up1.Lea
16、ps in luxuryThe mass market has come to expect luxury meanwhile,luxury consumers are increasingly seeking out new and novel experiences.Effectively,resetting the bar on luxury,this will lead to shifts in everything from accessibility to demand.The amount that luxury vacation bookings increased over
17、the past 6 months,including experiences like Arctic expeditions and private tours of priceless artifacts or destinations.34%3.Great CXpectationsConsumers have moved well beyond the basics in the T&H sector when it comes to CX.The bar is exceptionally high and the tolerance for poor performance is ve
18、ry low leading to increased pressure on every brand to deliver,every time.The number of travelers who would switch brands after 1-2 poor experiences according to Travel Daily News.60%2.Craving connectionIts easier to connect in todays digital world than ever before and yet were also lonelier than ev
19、er before.As life stages change and solo travel increases,facilitating connections for lonely travelers will become a key differentiator.2xAmong the most digitally connected,teenagers and young adults,loneliness nearly doubled in prevalence between 2012 and 2018,coinciding with the explosion in soci
20、al media use.Rather than telling you what they mean for consumers,were going to show you.Lets explore these forces of change through the lenses of traveling consumers,looking at the potential white space to win.3 forces of changeClear M&C Saatchi|Beyond Travel&Hospitality 20303 3Greetings9Clear M&C
21、Saatchi|Beyond Travel&Hospitality 2030Meet our 5 travelers of the futureNice to meet youLets dig into who they are,what matters Lets dig into who they are,what matters to them,and how our predicted forces of to them,and how our predicted forces of change will come to life in their journeys.change wi
22、ll come to life in their journeys.Based on research,industry opinions,and our years of experience in the travel&hospitality categories,weve identified 5 traveler personas that capture the varied desires and needs were seeing in the market.1.The Ultra-Luxe Lover2.The Remote Worker3.The Planet-Conscio
23、us Explorer5.The Family Voyagers 4.The Passion-Driven Pioneer10Clear M&C Saatchi|Beyond Travel&Hospitality 203011The global value of the luxury travel market in 2021The figure that sales in the luxury hospitality industry doubled to,partly driven by strong demand for travelJourneyJourney$1.2 trillio
24、n$1.2 trillionShow me the dataShow me the dataMeet our 5 travelers of the futureThe journey,not just the destination Luxury starts at home,and the Ultra-Luxe Lover wants to feel like theyre sitting back and relaxing before vacation has even begun.The brands that can facilitate this will be rewarded
25、with repeat business and referrals.What matters to themWhat matters to themCurated travel advice and planning The Ultra-Luxe Lover feels that true luxury experiences can only be attained through an experience agent or expert.These services also significantly reduce the time and effort it takes to ge
26、t from A to B.Experience,experience,experience True luxury is about collecting experiences,not just products and exclusive experiences are key,from private jets to private chefs to chartered yachts.ExpertiseExpertise7.6%7.6%$211 billion$211 billionExperienceExperienceThe projected Compound Annual Gr
27、owth Rate(CAGR)until 2030With the everWith the ever-growing exposure to luxury travel growing exposure to luxury travel on social media,the Ultraon social media,the Ultra-Luxe Lover wants the Luxe Lover wants the ultimate experience.ultimate experience.From the journey to the activities to where the
28、y From the journey to the activities to where they sleep at night,these travelers want to know that sleep at night,these travelers want to know that this is as good as it gets and theyre willing to this is as good as it gets and theyre willing to pay for that privilege.pay for that privilege.1The Ul
29、tra-Luxe LoverClear M&C Saatchi|Beyond Travel&Hospitality 203012Suite dreamsWithWith privacy walls that can create two privacy walls that can create two rooms,fullrooms,full-grain leather recliners,and suites grain leather recliners,and suites that convert into fullthat convert into full-size double
30、 beds,size double beds,Singapore Airlines has pushed the limit of Singapore Airlines has pushed the limit of luxuryluxury travel skytravel sky-highhigh with their Fly Suites with their Fly Suites experienceexperience.Additional perks like ensuite Additional perks like ensuite wardrobeswardrobes add
31、to the feeling of a second add to the feeling of a second home that travelers can rest easy in.home that travelers can rest easy in.TrendingLeaps in luxury Whats considered the luxury market of today is becoming more accessible to the mass market.As new Whats considered the luxury market of today is
32、 becoming more accessible to the mass market.As new populations gain access to various existing levels of the travel and hospitality categories,this will lead to populations gain access to various existing levels of the travel and hospitality categories,this will lead to shifts in demand shifts in d
33、emand from more consumers in the air to a reduced demand for first class in favor of the“small,from more consumers in the air to a reduced demand for first class in favor of the“small,convenient additions of business class travel.”convenient additions of business class travel.”With the rise of acces
34、s comes the demand for new ways to differentiate between experiences.One of the With the rise of access comes the demand for new ways to differentiate between experiences.One of the biggest ways well see this in the next 5biggest ways well see this in the next 5-7 years is the rehaul of the airport
35、lounge.Between credit card points 7 years is the rehaul of the airport lounge.Between credit card points programs and atprograms and at-thethe-door entry prices,lounges are getting less exclusive(and oversaturated).Brands can get door entry prices,lounges are getting less exclusive(and oversaturated
36、).Brands can get around this by carving out firstaround this by carving out first-class on the ground,not just in the air.This means returning to the start of class on the ground,not just in the air.This means returning to the start of the customer journey and considering what Ultrathe customer jour
37、ney and considering what Ultra-Luxe consumers want from their lounge experience.Luxe consumers want from their lounge experience.By segmenting lounges into spaces that serve specific needs like wellness(featuring green elements like wellness(featuring green elements and innovative preand innovative
38、pre-flight spa treatments)or indulgence(featuring exciting collaborations and sumptuous flight spa treatments)or indulgence(featuring exciting collaborations and sumptuous finishing touches from fabrics to food&drink pairings)finishing touches from fabrics to food&drink pairings)brands can recreate
39、a sense of luxury,exclusivity,and serenity.Craving connectionThe desire for status is a deep,universal human need.But consuming has been moving towards making a The desire for status is a deep,universal human need.But consuming has been moving towards making a statement about“who I am”rather than“wh
40、at I have statement about“who I am”rather than“what I have which carries a whole other set of implications for which carries a whole other set of implications for brands to consider.Experiences,knowledge,skills,and connections are all being prioritized over things.brands to consider.Experiences,know
41、ledge,skills,and connections are all being prioritized over things.One way of creating experiences that stick?Emotional connections.Theres nothing more memorable than.Theres nothing more memorable than a product or experience that evokes a deeper feeling.And theres no quicker way to achieve that dep
42、th than a product or experience that evokes a deeper feeling.And theres no quicker way to achieve that depth than hyperhyper-personalization(like a followpersonalization(like a follow-up note after a customers birthday,checking that their experience up note after a customers birthday,checking that t
43、heir experience matched the occasion,and extending an invitation to return).matched the occasion,and extending an invitation to return).1The Ultra-Luxe LoverMeet our 5 travelers of the futureWhat forces of change should brands targetingWhat forces of change should brands targeting the Ultra-Luxe Lov
44、er prioritize?prioritize?Clear M&C Saatchi|Beyond Travel&Hospitality 2030131.Predictive Getaways.Our techOur tech-enabled and integrated lives would read data enabled and integrated lives would read data from our views and likes,openings in our calendars,and from our views and likes,openings in our
45、calendars,and wellwell-being insights from our wearables.Generative AI being insights from our wearables.Generative AI would preemptively plan an entire trip based on what would preemptively plan an entire trip based on what we need we need whether thats sun,rest,family time,etc.whether thats sun,re
46、st,family time,etc.Communicating with work and the dogCommunicating with work and the dog-sitter,you get a sitter,you get a notification that youre leaving on a trip,today!notification that youre leaving on a trip,today!2.Robot attendants.Working in conjunction with flight attendantsWorking in conju
47、nction with flight attendants,these,these bots can tap into your traveler history to make sure bots can tap into your traveler history to make sure that your inthat your in-flight experience is as personalized as flight experience is as personalized as possible.From your favorite beverages,to your s
48、eat possible.From your favorite beverages,to your seat settings to curating your favorite insettings to curating your favorite in-flight content.flight content.3.In-flight experience pods.Going to the next level of personalization,a personal Going to the next level of personalization,a personal pod
49、complete with every sensorial customization pod complete with every sensorial customization from tasing menus to favorite linens to sounds and from tasing menus to favorite linens to sounds and scents that set the tone of your travel needs.scents that set the tone of your travel needs.4.Autonomous G
50、etaway Guide.Road trips will become a lot more relaxing with an Road trips will become a lot more relaxing with an autonomous guide.From driving the vehicle to planning autonomous guide.From driving the vehicle to planning the stops to reserving the rooms,in the future the stops to reserving the roo
51、ms,in the future everyone on the trip will get to see and experience the everyone on the trip will get to see and experience the scenery without the stress of the travel.scenery without the stress of the travel.5.Regenerative Wellness Retreats.Todays spa trip will go next level with a total wellness
52、 Todays spa trip will go next level with a total wellness focus looking holistically at mental and physical health,focus looking holistically at mental and physical health,blending the lines between medicinal and meditative.blending the lines between medicinal and meditative.13Imagine ifWhat could b
53、e coming nextClear M&C Saatchi|Beyond Travel&Hospitality 203014The percentage of business travelers that mixed work trips with leisureThe percentage of business travelers that mixed work trips with leisureConvenienceConvenience60%60%Show me the dataShow me the dataMeet our 5 travelers of the futureC
54、ustomizing for convenienceWorkforce demographics are changing the typical C-suite is being replaced by younger professionals who want to take control of their business travel by tailoring stays to maximize cost savings and keep burnout at bay.What matters to themWhat matters to themBeing set up for
55、successFrom a stable internet connection to networking with other travelers and workers around them,to feeling part of the wider community theyre living in,The Remote Worker wants to be fully connected(while disconnecting from their daily grind back home).Getting the best of both worldsWhen in Rome,
56、they want to live like the locals but theyre also looking for something that feels like a vacation and provides enough solace to facilitate work.ConnectivityConnectivityBalanceBalanceThe Remote Worker has generally fallen in one of The Remote Worker has generally fallen in one of two groups:digital
57、nomad or business two groups:digital nomad or business travelertraveler.ButBut were seeing lines blur with permanent,were seeing lines blur with permanent,flexible“work from anywhere”policies,giving flexible“work from anywhere”policies,giving typical office employees the taste of the digital typical
58、 office employees the taste of the digital nomad lifestyle.With the growing popularity of nomad lifestyle.With the growing popularity of workwork-cations,many people are choosing to work cations,many people are choosing to work from vacation destinations.from vacation destinations.2The Remote Worker
59、Almost half of digital nomads around the world are in their 30s(with 35%Almost half of digital nomads around the world are in their 30s(with 35%in their 40s and 50s)in their 40s and 50s)50%50%The estimated value of the global“The estimated value of the global“bleisurebleisure”travel industry by 2032
60、”travel industry by 2032$731.4bn$731.4bnClear M&C Saatchi|Beyond Travel&Hospitality 203015Meet our 5 travelers of the futureWhat forces of change should brands targeting What forces of change should brands targeting the Remote Workerprioritize?prioritize?Great CXpectationsWell see modular hotel room
61、sbeing taken to the next level for maximum flexibility as the Remote Workers needs evolve.This is already on the rise with innovative companies like Moliving,a hospitality startup creating portable hotel rooms in partnership with landowners,developers,and other hospitality companies.(Side note:With
62、a clampdown on Airbnb regulations starting in tourism-heavy cities like New York,we could see a lot more solutions like this to fill the resulting gap in the market.)But we could see even more adaptability with custom 3D-printed materials available to design and create on-site,allowing the Remote Wo
63、rker whos traveling for“bleisure”to shift more seamlessly between the two modes without having to find alternative solutions for a change of scene,or for a business event that they need to find an affordable and efficient hosting solution for.Leaps in luxuryFeatures that used to be considered luxuri
64、es are now having to be standard practice like a hotel or rental in a more remote area being ready to conduct internet speed tests for guests or guaranteed free Wi-Fi being available on the ground and in the sky at every point of a journey.Airports and airport lounges are stepping up their game in t
65、erms of providing better workspaces for the Remote Worker in transit,but so much more could be done to embed comfort and loyalty.Lounges will start to take a leaf out of the best coworking spaces playbooks,creating spaces where relaxation and work can peacefully coexist and even enhance each other.T
66、ake San Franciscos Shack15,which delivers a curated space that fosters connections with a mix of soft spaces and ergonomic workstations.By adding features that mimic natural light,allowing wireless charging,and facilitating windows of opportunity for people who want to make new connections,more bran
67、ds can use incremental change to capture the Remote Workers attention a critical move for market share,considering the projected growth of this group.2The Remote WorkerClear M&C Saatchi|Beyond Travel&Hospitality 2030A global safety netThis travel and medical insurance provider This travel and medica
68、l insurance provider has carved out a niche by offering affordable,has carved out a niche by offering affordable,flexible plans for remote workers.By flexible plans for remote workers.By removing concerns around working abroad removing concerns around working abroad and supporting peace of mind for
69、its policy and supporting peace of mind for its policy holders,SafetyWing has established itself as holders,SafetyWing has established itself as an early brand in this space.an early brand in this space.Trending163.All-access pass.Just passing through or planning to stay awhile?Just passing through
70、or planning to stay awhile?Travelers in the future could be enticed by bundled Travelers in the future could be enticed by bundled activities and experiences on one payment platform.activities and experiences on one payment platform.From museums to gyms to laundry service,a From museums to gyms to l
71、aundry service,a singlesingle-serve platform that reduces the burden on serve platform that reduces the burden on the traveler to research and resource these needs the traveler to research and resource these needs while exposing local business to new business.while exposing local business to new bus
72、iness.4.Staycation rejuvenation.Particularly for people with limited travel ability,Particularly for people with limited travel ability,bring the vacation to them,leveraging AR/VR to bring the vacation to them,leveraging AR/VR to experience sights and sounds.Go one step further experience sights and
73、 sounds.Go one step further and bring the experiences to home and bring the experiences to home whether thats whether thats shipping in local food,artifacts and souvenirs or shipping in local food,artifacts and souvenirs or guest visitors,creating a more portable experience guest visitors,creating a
74、 more portable experience will be key.will be key.1.Permacations.Imagine a future concept where the old Timeshare model Imagine a future concept where the old Timeshare model gets a refresh.A lifestyle brand where you can buy in at gets a refresh.A lifestyle brand where you can buy in at different t
75、iers and have access to a variety of dwellings different tiers and have access to a variety of dwellings and places to choose from.Boats,vans,and places to choose from.Boats,vans,BnBsBnBs no need no need for a home base when you have a seamless way to move for a home base when you have a seamless wa
76、y to move between scenes,staying for as long or as short as you like.between scenes,staying for as long or as short as you like.2.Flex-accommodations.Done looking at that desk while trying to enjoy the Done looking at that desk while trying to enjoy the vacation?Flexible accommodations allow travele
77、rs to get vacation?Flexible accommodations allow travelers to get the most out of their dayparts with the right setup of the most out of their dayparts with the right setup of furniture,amenities,services,and experiences that cater furniture,amenities,services,and experiences that cater to their ind
78、ividual needs throughout their day and stay.to their individual needs throughout their day and stay.16Imagine ifWhat could be coming nextClear M&C Saatchi|Beyond Travel&Hospitality 203017The percentage of global travelers who believe that sustainable travel is importantThe percentage of vacation-mak
79、ers who say theyre committed to reducing the carbon footprint of their trip(or paying to offset their travel whenever possible)EcoEco-friendlyfriendly81%81%Show me the dataShow me the dataMeet our 5 travelers of the futureHaving minimal impact The Planet-Conscious Explorer doesnt want to change the
80、places or the cultures they experience while traveling.They want to fit in seamlessly and know that their presence isnt a burden to the locale.What matters to themWhat matters to themBetter options to support their choices Compelling alternatives to planes with enjoyable or entertaining components(t
81、hink sight-seeing train journeys or the next generation of EV campers).If these options arent as time-efficient as flying,they need to provide a counterbalance on the experience front.Taking it slowTheyre not necessarily trying to see a whole country in one trip.Rather than moving every few days,the
82、yre likely to pick a spot and have a“slower”vacation that involves living more like a local and moving with both intention and greatersustainability.ChoiceChoice15%15%69%69%Slow travelSlow travelCAGR predicted for the ecotourism market from 2022 to 20303The Planet-Conscious ExplorerClear M&C Saatchi
83、|Beyond Travel&Hospitality 2030As the climate crisis escalates and the world As the climate crisis escalates and the world dips into more humanitarian crises,travelers dips into more humanitarian crises,travelers who actively consider who actively consider and minimize and minimize the the environme
84、ntal and social impact of their choices environmental and social impact of their choices are on the rise.are on the rise.EcoEco-tourism is not only becoming accessible to tourism is not only becoming accessible to more people,but pursuing it also adds social more people,but pursuing it also adds soc
85、ial currency.Especially when it comes to younger currency.Especially when it comes to younger generations,its cool to be conscious.generations,its cool to be conscious.18Meet our 5 travelers of the futureWhat forces of change should brands targeting What forces of change should brands targeting the
86、Planet-Conscious Explorer prioritize?prioritize?Craving connectionThe Planet-Conscious Explorers need to feel connected is being met by a greater shift towards slow travel.When theyre in one place for a longer time,theyre able to meet people in a way that creates meaningful moments.This allows them
87、to have deeper connections with like-minded travelers who are also moving away from materialism and environmental stressors.But connections dont end with people:the Planet-Conscious Explorer feels a connection with their environment and their choices.Theyre likely to avoid places that have been disr
88、upted by mass tourism,leading them to seek more local and curated travel experiences.However,thats coming up against a large-scale societal retreat to what feels comforting and familiar,as consumers turn to nostalgia as an escape from the bleak everyday.Great CXpectationsBeing eco-conscious doesnt h
89、ave to mean“less”when it comes to the customer experience especially when traveling sustainably comes at a significant price point,and global economic pressures continue to pile on for consumers.Brands have a real opportunity to:Create value with proactive CX that can make the overall experience and
90、 investment feel more authentic(and worthwhile)like rewards programs for making eco-friendly choices.Offset some of the higher costs associated with being“eco-friendly”with the help of technology,allowing consumers to reconcile their desires with their financial needs.3The Planet-Conscious ExplorerC
91、lear M&C Saatchi|Beyond Travel&Hospitality 2030Innovating a route to sustainabilitySWISS recently introduced SWISS recently introduced AeroSHARKAeroSHARKtechnology,atechnology,a film inspired by shark skinfilm inspired by shark skin,which which reduces aerodynamic drag when applied to their reduces
92、aerodynamic drag when applied to their aircrafts.aircrafts.This results in annual savings of This results in annual savings of 15,200 tons 15,200 tons of of CO2,making SWISS an obvious CO2,making SWISS an obvious choice for the Ecochoice for the Eco-Conscious Traveler when Conscious Traveler when fl
93、ying is the only optionflying is the only option.Trending1919Imagine ifWhat could be coming nextClear M&C Saatchi|Beyond Travel&Hospitality 20301.EVs in the air.On the horizon,like what we see fromOn the horizon,like what we see fromBeta Beta TechnologiesTechnologies,is a runway,is a runway-less ver
94、tical takeless vertical take-off off and and landing all supplied by electricity.A better landing all supplied by electricity.A better experience all around.experience all around.2.Co-operative excursions.A give and take with the local destination.A give and take with the local destination.In In exc
95、hange for a visit,travelers contribute to exchange for a visit,travelers contribute to the local culture and community through acts the local culture and community through acts of service of service its doing good while its doing good while feeling feeling good.good.3.All-new access.For those with l
96、imited accessibility,travel can be For those with limited accessibility,travel can be a nona non-starter.With improved technology and starter.With improved technology and mobility solutions,well see much friendlier mobility solutions,well see much friendlier accessibility options in the future.Imagi
97、ne a accessibility options in the future.Imagine a drone can pick up a wheelchairdrone can pick up a wheelchair-bound traveler bound traveler and easily carry them up difficult stairs.Or robotand easily carry them up difficult stairs.Or robot-assisted climbers for golden travelers struggling assiste
98、d climbers for golden travelers struggling to reach challenging terrains.to reach challenging terrains.4.VR Visits.Using technology to create immersive visits and Using technology to create immersive visits and simulating the trip without an impact on the simulating the trip without an impact on the
99、 destination itself.destination itself.5.Carbon Neutral Travel.Partnerships with complementary brands Partnerships with complementary brands committed to reducing their carbon footprint,committed to reducing their carbon footprint,with environmental savings aggregated and with environmental savings
100、aggregated and digitally communicated to travelers.digitally communicated to travelers.20The amount that the global culinary tourism market is projected to reach by 2027EntertainmentEntertainment$179.5 billion$179.5 billionShow me the dataShow me the dataMeet our 5 travelers of the future360360-degr
101、ee entertainmentdegree entertainmentThis traveler is looking for a unique experience that complements something they already deeply enjoy whether thats set-jetting to home of a favorite TV show in Sicily or throwing themselves into the Colombian salsa scene.What matters to themWhat matters to themWo
102、rryWorry-free wiggle roomfree wiggle roomWhen living with economic uncertainty and COVID,having the flexibility tocancel if plans change is paramount.The Passion-Driven Pioneer is travelingwith the intention of experiencing something deeply important to them,andthey need to be able to enjoy it witho
103、ut any stress.Sharing their passions with loved onesSharing their passions with loved onesTravel is a tangible way of expressing and sharing passions with friends or introducing something close to their heart with a younger generation.FlexibilityFlexibility$13 billion$13 billionSharingSharingThe amo
104、unt that eno-tourism or wine and spirit tourism is expected to reach in 2026(up from$7.68 billion in 2022)The PassionThe Passion-Driven Pioneer sees travel as a Driven Pioneer sees travel as a way way to step into their passions and hobbies.to step into their passions and hobbies.Each experience is
105、built on their desire to be Each experience is built on their desire to be immersed in their interests immersed in their interests and to be and to be surrounded by communities and environments surrounded by communities and environments who appreciate these passions just as much.who appreciate these
106、 passions just as much.4The Passion-Driven Pioneer66%66%The percentage of global travelers whove considered visiting a destination after seeing it in a show or movieClear M&C Saatchi|Beyond Travel&Hospitality 203021Meet our 5 travelers of the futureWhat forces of change should brands targeting What
107、forces of change should brands targeting the Passion-Driven Pioneerprioritize?prioritize?Craving connectionWell see digital transformation removing barriers for the growing set of global Passion-Driven Pioneers.Consider the Emily in Paris enthusiast who doesnt speak French,and the game-changing impa
108、ct of real-time language translation to bolster their confidence and improve their overall experience.Generative AI-driven tools will facilitate effective communication at home and abroad,leading to more immersive,safe,and authentic trips for this group of travelers.Well also see white space in the
109、market for partnerships with a range of brands such asthe likes of Duolingo for interactive local phrasebooks that tie into travelers passions,or Mattel sponsoring themed flights as it expands its live-action multiverse beyond Barbie(and partners with destinations and tourism boards further afield t
110、han its US home).Great CXpectationsHow do travelers know what to expect when theyre expecting an exceptional experience?Its time to double down on signposting:tell your travelers what youre going to do,deliver it with an extra focus on CX(in this case,related to the specific passions theyre pursuing
111、),and then tell them what youve done with a chance to open up a two-way dialogue.From taking care of anxious flyers to ensure the flight leg of a trip wont mar their excitement,to providing thoughtful extra touches in hotels like a bottle of wine from the region theyre most interested in,there are e
112、ndless opportunities for brands to provide value and a bit of magic.4The Passion-Driven PioneerDHARMA is a“travel brandDHARMA is a“travel brand-asas-a a-service”service”a way a way to organize travel around what you love,rather to organize travel around what you love,rather than just where you go.Th
113、ey partner with clients than just where you go.They partner with clients(from personal brands to category heavyweights from personal brands to category heavyweights like Pernod Ricardlike Pernod Ricard,known as“talent partners”)to,known as“talent partners”)to host“ultrahost“ultra-curated trips.”In d
114、oing this,theyre curated trips.”In doing this,theyre appealing to both travelers and nonappealing to both travelers and non-travel travel brands looking for new ways to connect with brands looking for new ways to connect with their customers.their customers.TrendingClear M&C Saatchi|Beyond Travel&Ho
115、spitality 20302222Imagine ifWhat could be coming nextClear M&C Saatchi|Beyond Travel&Hospitality 20301.Fandom Fun.Imagine booking an experience to travel alongside Imagine booking an experience to travel alongside your favorite sports team.A preyour favorite sports team.A pre-planned itinerary plann
116、ed itinerary that lets you be the ultimate groupie that lets you be the ultimate groupie from being from being at their training events to team dinners to enjoying at their training events to team dinners to enjoying the cities of their traveling schedule.Its the the cities of their traveling schedu
117、le.Its the ultimate fandomultimate fandom-con.con.5.Celeb Stays.The blurring of lines between categories has already The blurring of lines between categories has already started for travel&hospitality and entertainment,started for travel&hospitality and entertainment,with with celebrities Airbnbing
118、their homes while theyre celebrities Airbnbing their homes while theyre presentpresent well see this being taken to the next level well see this being taken to the next level with strategic brand partnerships.with strategic brand partnerships.6.Living List.Its the new bucket list Its the new bucket
119、list rather than waiting rather than waiting till till later in life,make a list early in life.Using the later in life,make a list early in life.Using the power power of AI to help you plan and preof AI to help you plan and pre-empt when empt when the the right time in life is to take on your most r
120、ight time in life is to take on your most desired desired experiences.experiences.7.Time Travel.Maybe with a time machine in the future,but for Maybe with a time machine in the future,but for now,rather than just visiting places,how about now,rather than just visiting places,how about visiting visit
121、ing times?times?Brands can recreate eras,historical Brands can recreate eras,historical moments or events where people can relive the moments or events where people can relive the experience as if they had been there the first time.experience as if they had been there the first time.Woodstock anyone
122、?Woodstock anyone?8.Space Travel.Of course,if were traveling anywhere,everywhere Of course,if were traveling anywhere,everywhere and defying the spaceand defying the space-time continuum,we couldnt time continuum,we couldnt leave off space travel.Its happening.Think new leave off space travel.Its ha
123、ppening.Think new opportunities for space apparel,cuisine,or outopportunities for space apparel,cuisine,or out-ofof-thisthis-world cocktails!world cocktails!2.Set-jetting.Similarly,fans want to be part of the world.Imagine Similarly,fans want to be part of the world.Imagine getting to be in the set
124、of the next White Lotus,getting to be in the set of the next White Lotus,living alongside the actors and being a part of the living alongside the actors and being a part of the storyline as part of your travel experience.storyline as part of your travel experience.3.Larger than Life.Immersive experi
125、ences are all the rage.Well see Immersive experiences are all the rage.Well see this trend continue to amplify in the future.From this trend continue to amplify in the future.From the the Netflix House Netflix House to to Barbie Land,Barbie Land,brands are just brands are just getting started on imm
126、ersive fan experiences.getting started on immersive fan experiences.4.Passion-first.Travel&hospitality brands will refocus their efforts Travel&hospitality brands will refocus their efforts around passions rather than destinations,getting to around passions rather than destinations,getting to the he
127、art of the Passionthe heart of the Passion-Driven Pioneers why.Driven Pioneers why.23Amount of families planning to travel in the next year according to Condor FerriesYOY increase in international travel among families according to Expedia GroupFlexibilityFlexibility85%85%Show me the dataShow me the
128、 dataMeet our 5 travelers of the futureSomething for everyoneSomething for everyonePooling resources across the family means access to bigger,better and Pooling resources across the family means access to bigger,better and more choices for vacation experiences.Expect to find more exceptionally more
129、choices for vacation experiences.Expect to find more exceptionally large large AirbnbsAirbnbs or suites for multior suites for multi-generational experiences that appeal to generational experiences that appeal to everyone in the party from baby to Grandma.everyone in the party from baby to Grandma.W
130、hat matters to themWhat matters to themEducational Educational experiencesexperiencesParents will continue to plan immersive travel experiences that allow their Parents will continue to plan immersive travel experiences that allow their family to learn about people and places not from a book,but in
131、real life.family to learn about people and places not from a book,but in real life.Parents will even be able to enroll their kids in classes to better understand Parents will even be able to enroll their kids in classes to better understand challenges facing local communities and collaborate on how
132、to overcome.challenges facing local communities and collaborate on how to overcome.Creating shareable momentsCreating shareable momentsFamilies will continue to use travel Families will continue to use travel as a way toas a way to make up for missed time make up for missed time throughout the year.
133、From facilitating celebrations to crafting unique shared throughout the year.From facilitating celebrations to crafting unique shared moments,the future of family travel encompasses the feel good and the do good.moments,the future of family travel encompasses the feel good and the do good.LearningLe
134、arning2.6 2.6 90%+90%+SharingSharingThe average number of trips Millennials with kids take per year more than couples or singles5The Family VoyagerThe more the merrier.From multi-generational to extended members,family travel will go to the next level.Clear M&C Saatchi|Beyond Travel&Hospitality 2030
135、24Global Family Travelers provides authentic Global Family Travelers provides authentic communitycommunity-based“Learn,Serve,and Immerse”based“Learn,Serve,and Immerse”travel experiences with a regenerative tourism travel experiences with a regenerative tourism approach.From custom trips to camps,thi
136、s approach.From custom trips to camps,this brand is aimed at creating the good in travel for brand is aimed at creating the good in travel for individuals,families,or those wanting to expand individuals,families,or those wanting to expand their family circle around the world.their family circle arou
137、nd the world.Meet our 5 travelers of the futureWhat forces of change should brands targeting What forces of change should brands targeting the Family Voyagerprioritize?prioritize?Great CXpectations If youve ever been a parent traveling with a child,you know its not easy and often not enjoyable.Paren
138、ts are looking for and sharing their travel hacks theyve learned while juggling the needs of family travel.Hotels and resorts can get way more family-friendly.Whether its providing diaper deliveries,offering a“picky eater”selection of foods,or hosting on-site childcare services,traveling families ar
139、e willing to spend on services and upgrades that make their journey simpler and smoother.Non-family travelers also appreciate these efforts as they seek some distance when it comes to traveling alongside these families.Check out what Turkish-Dutch Corendon Airlines is testing with their adults-only
140、zone in the plane.Or Tauck,which finds ways to simplify travel for families by getting access to after-hours visits to key attractions where crowds will be minimized.A win-win for both kids and parents.Craving ConnectionsFamily life has become complex.From being spread out all over the word to compe
141、ting schedules,more families are putting pressure on vacations to be an opportunity to really connect with their loved ones.And this extends beyond just immediate families.Multi-generational and extended family trips are on the rise.Were seeing the emergence of“super-sized”Airbnbs accommodating 15+f
142、amily members with amenities that reflect all ages.Families are looking for destinations or accommodations that will cater to the varying interests of each family member and were seeing brands respond.Cruise brands,resorts,even National Geographic are looking to expand their offer to ensure that eve
143、ryone has fun ultimately creating memories that last a lifetime,or at least until the next vacation!5The Family VoyagerClear M&C Saatchi|Beyond Travel&Hospitality 2030Trending253.Life swap.For For kids growing up in rural environments seeking to kids growing up in rural environments seeking to exper
144、ience another surrounding or land,we could see experience another surrounding or land,we could see life swaps.Reducing the costs to travel,families could life swaps.Reducing the costs to travel,families could swap houses and live the life of the other,educating swap houses and live the life of the o
145、ther,educating one another on our differences and similarities.one another on our differences and similarities.4.Family retreats.No No more mommore mom-burden plus burden plus a a way to unplug from way to unplug from technology overload,these resorts are opening technology overload,these resorts ar
146、e opening the the wellness trend to include families.Like wellness trend to include families.Like Retreat Retreat RanchRanch,where parents and,where parents and kids kids can take yoga,learn can take yoga,learn mediation,embrace art therapy and attend mediation,embrace art therapy and attend facilit
147、ated facilitated workshops to relax workshops to relax and and reconnect.reconnect.1.Family Plane Pods.Rather than creating stress for family travelers and Rather than creating stress for family travelers and their surrounding passengers,why not give families their surrounding passengers,why not giv
148、e families the ability to book in groups to ensure all members the ability to book in groups to ensure all members are sitting together.are sitting together.2.Co-operative Restaurants.Instead Instead of trying to get the kids to behave like of trying to get the kids to behave like adults at dining,w
149、hy not create restaurants that adults at dining,why not create restaurants that accomplish accomplish both child entertainment and adult fun both child entertainment and adult fun disrupting the traditional restaurant model to cater disrupting the traditional restaurant model to cater to more enjoya
150、ble experiences for all.to more enjoyable experiences for all.25Imagine ifWhat could be coming nextClear M&C Saatchi|Beyond Travel&Hospitality 20304 4Travel advisory26Clear M&C Saatchi|Beyond Travel&Hospitality 2030Beware of the tech backlashAn influx of new tech capabilities has accelerated the An
151、influx of new tech capabilities has accelerated the immediacy of interaction across the entire travel&hospitality immediacy of interaction across the entire travel&hospitality landscape.But tech isnt the answer to every problem.landscape.But tech isnt the answer to every problem.Dont forget the huma
152、ns!Dont forget the humans!What to focus on instead:Using tech to increase human interaction and meet customers desire for connectivity.Whether that looks like apps that bring expats together,or Whether that looks like apps that bring expats together,or poppop-ups highlighting the best local things t
153、o do on a Friday,ups highlighting the best local things to do on a Friday,tech can tech can actually beactually be the mechanism that physically brings the mechanism that physically brings humans together.humans together.Travel advisory27Clear M&C Saatchi|Beyond Travel&Hospitality 20305 5Prepare for
154、 take-off28Clear M&C Saatchi|Beyond Travel&Hospitality 2030Prepare for take-offThink about the people behind the bookingsTravel is so personal.Be it for personal or professional,its crucial to create more ts crucial to create more meaningful relationships directly with the travelers youre targeting
155、to capture meaningful relationships directly with the travelers youre targeting to capture firstfirst-party data and track sentiment over time.Our persona exploration exemplifies party data and track sentiment over time.Our persona exploration exemplifies how new growth and innovation can come from
156、true understanding of consumers.how new growth and innovation can come from true understanding of consumers.Deeply understanding travelers values,morals,motivations,Deeply understanding travelers values,morals,motivations,and attitudes is the and attitudes is the only way to capture the attention of
157、 the right audience with the right message at only way to capture the attention of the right audience with the right message at the right moment in their journey.the right moment in their journey.For For more on how to unlock advantage with more on how to unlock advantage with mindsets,visit our thi
158、nking mindsets,visit our thinking here.here.Nail the basics,elevate the experiencesIf youre in the business of travel and you dont have a complete and total view of your customer journey map,start there.Or if you want to read more of our thinking in this space,start here.Identifying and diagnosing t
159、he gaps in the experience is a great place to begin understanding how to nail the basics.Using this framework to ideate and innovate elevated experiences is the next step on getting to new growth in this sector.More on the CX imperatives here.What your brand needs to do in the shorter-termFor the mo
160、re imminent developments that are still up in the air29Clear M&C Saatchi|Beyond Travel&Hospitality 2030Always have a diversion planWith the world in a state of turmoil and change over the past years,With the world in a state of turmoil and change over the past years,travel travel&hospitality hospita
161、lity brands need to scenario plan for whats next.New brands need to scenario plan for whats next.New destinations,new travel restrictions,new ways to travel.These scenarios destinations,new travel restrictions,new ways to travel.These scenarios all all have the ability tohave the ability to change e
162、verything from pricing strategies to loyalty change everything from pricing strategies to loyalty programs to employee retention.Disruption is lurking at every programs to employee retention.Disruption is lurking at every corner;corner;be be sure to plan to plan sure to plan to plan check out more o
163、f our thinking on this topic check out more of our thinking on this topic here.here.Keep eyes to the skiesWith technological advancements moving swiftly,With technological advancements moving swiftly,AIAI permeating practical permeating practical applications,and a deluge of data at our applications
164、,and a deluge of data at our fingertipsfingertips,there are so many,there are so many ways to innovate both big and small.From alternative energy sources to ways to innovate both big and small.From alternative energy sources to hyperhyper-luxury,we covered many forces of change in this paper.Put it
165、to luxury,we covered many forces of change in this paper.Put it to practice,get ahead of competition,and begin building your innovation practice,get ahead of competition,and begin building your innovation pipeline today.Weve almost caught up to the Jetsons,so the market is pipeline today.Weve almost
166、 caught up to the Jetsons,so the market is ripe for new big ideas!Not sure where to start?ripe for new big ideas!Not sure where to start?Heres some thinking on Heres some thinking on the most important lenses of innovation.the most important lenses of innovation.What your brand needs to do in the lo
167、nger-termPrepare for take-offDN Note:Image DN Note:Image subject to subject to change change depending on depending on the final copy the final copy For the future possibilities that could change the direction of travel30Clear M&C Saatchi|Beyond Travel&Hospitality 20306 6A smooth landing31Clear M&C
168、Saatchi|Beyond Travel&Hospitality 2030By paying attention to the forces shaping the future of By paying attention to the forces shaping the future of travel&hospitality,zeroing in on your most important travel&hospitality,zeroing in on your most important target audiences,and following the coretarge
169、t audiences,and following the core strategic strategic imperatives for your brands shortimperatives for your brands short-and longand long-term term goals,youll be ready to move forwardgoals,youll be ready to move forward without any without any reservations(except the important ones).reservations(e
170、xcept the important ones).A smooth landingWin hearts,bookings,and your brands place in the future32Clear M&C Saatchi|Beyond Travel&Hospitality 2030How we can help you prepare for the future of travel&hospitalityA bit about Clear M&C SaatchiWere a leading global growth strategy consultancy Were a lea
171、ding global growth strategy consultancy that clients trust to solve their most complex that clients trust to solve their most complex challenges.We believe that growth exists at the challenges.We believe that growth exists at the intersection of brand,experience,and innovation,and intersection of br
172、and,experience,and innovation,and we believe in the power of clarity to unlock advantage we believe in the power of clarity to unlock advantage for our clients.With a team of strategists and for our clients.With a team of strategists and creatives based creatives based across three continents,across
173、 three continents,weve weve generated growth for the worlds biggestgenerated growth for the worlds biggest brands brands across multiple industries and sectors.across multiple industries and sectors.Clear is a division of M&C Saatchi plc(SAA:LSE),the Clear is a division of M&C Saatchi plc(SAA:LSE),t
174、he worlds leading independent marketing services group.worlds leading independent marketing services group.Lets strategize over lunch or Zoom.Follow us on social for more tips and trends.Authors:Authors:Rhonda HiattRhonda Hiatt,Chief Strategy Officer,Chief Strategy OfficerAmanda SkudlarekAmanda Skud
175、larek,Executive Creative Director,Executive Creative DirectorContributorsContributors:Kay Hollingsworth,Maria Kay Hollingsworth,Maria MelnikovaMelnikova,Josh Shepherd,Josh Shepherd-Smith,Smith,Mark Scragg,Deirdre Mark Scragg,Deirdre NuebelNuebel,Aliza Lalani,Sara Parrish,Aliza Lalani,Sara Parrish33Clear M&C Saatchi|Beyond Travel&Hospitality 2030