Malaysia – Alcohol brand Tiger Beer’s month-long food fiesta is an immersive online experience that aims to digitise street food for the Covid-19 consumer.

Players have their own customisable avatars that explore Street Food Central, where they can interact with other users including Malaysian influencers via a real-time chat. Digital games can win consumers physical rewards like drinks promotions, and all the menu items up for sale from the games’ 88 vendors who will deliver real meals within a 15km radius. Tiger Beer is also collaborating with restaurants to create a limited-edition exclusive dish.

This virtual city is the alcohol brand’s answer to hosting pandemic-friendly food events. The celebration is designed to uplift smaller eateries that have been affected by Covid-19 by providing a safer alternative to restaurant dining.

Similarly, in our Augmented Restaurants microtrend, we explore how food brands are using augmented reality to bridge the gap between physical and digital dining experiences.

A recent report by Euromonitor International suggests that Covid-19 has exposed weaknesses in the travel and hospitality sector that present new opportunities for the industry to adopt new environmental strategies.

Almost half (47%) of the travel businesses surveyed are planning to invest in sustainable sourcing by 2025. In addition, 53% of holiday firms are looking to invest in energy, with 59% surveyed focusing on developing eco-friendly products and services over the next five years. The research highlights possible routes that the travel sector could take to rebuild post-pandemic.

As consumers become more eco-conscious the travel industry must reflect this shift in mindset. We explore this further in our conversation with the founders of Aerial, an app that tracks consumers’ travel carbon footprint.