LSN : News : Stat: Young Americans are prioritising fun and travel over financial stability this summer

Bentley Motors launches How do you Bentley? campaign for Gen B

How do you Bentley? campaign by Bentley Motors, UK

UK – Bentley Motors has unveiled its new brand campaign How do you Bentley?, developed by luxury custom agency IPG-X. It aims to position Bentley beyond the realm of luxury cars and to highlight its evolving identity and broader lifestyle appeal.

The campaign is targeted at Gen B, which consists of Bentley owners and fans ‘all united by their common mindset to challenge the status quo, push the boundaries of luxury and explore the world of tomorrow,’ the company stated in a press release.

IPG-X has crafted a series of distinct Bentley ‘worlds’ that encapsulate the brand's balance of luxury and performance, wellbeing and power, and modern and traditional elements. These connect generations of Bentley customers globally, modernising the brand and extending its audience appeal.

Nick Cooper, global executive creative director at IPG-X, said, ‘Our campaign line, How do you Bentley?, enables the brand to lead the conversation about luxury lifestyle, using a shared mindset to communicate with both existing and new audiences.’

For more insights into the innovative campaigns within the automotive sector, visit our Mobility topic.

Strategic opportunity

Explore opportunities that go beyond traditional product lines. Like Bentley, reframe your brand to embody a broader lifestyle or mindset that resonates with current and potential customers

Moët & Chandon and chef Yannick Alléno debut culinary pop-up in Paris

Moët in Paris by Allénos, France

France – Champagne house Moët & Chandon crafted a one-of-a-kind pop-up experience celebrating creativity, gastronomy and ‘savoir-fête’ in Paris. Designed by emerging French fashion designer Charles de Vilmorin, the Moët in Paris by Allénos seasonal restaurant, bar and event space blends French culinary heritage with modern Parisian flair and will be open throughout the summer.

The space has a vibrant and whimsical decor inspired by nature, featuring graphic murals, abstract lighting and a playful ambiance. The menu was crafted by Michelin-starred chef Yannick Alléno and is paired with Moët & Chandon’s range of champagnes. Visitors can expect champagne happy hours, DJ sets, live music and celebrity appearances. The collaboration aims to create a memorable, multi-sensory experience celebrating craftsmanship, community and the shared joy of dining and socialising.

Moët in Paris by Allénos is a prime example of Haute Hospitality, a concept from our Luxury Recrafted macrotrend involving luxury brands creating immersive, temporary experiences to engage with consumers.

Strategic opportunity

Luxury brands can craft exclusivity for different customer segments. Brand extensions leveraging Haute Hospitality or digital assets open different levels of access to your brand without undermining rarity

Krug and Indagare launch champagne-focused culinary tours

Perrier-Jouët Fill your World with Wonder, Japan

US – Champagne house Krug and luxury travel agency Indagare have partnered to launch Indagare Insider Journeys: Discover the Krug Single Ingredient, a series of culinary tours highlighting the best chefs and restaurants in the US and celebrating Krug champagne’s fine-dining pairings.

Beginning in October 2024, the first trip will be hosted by Michelin-starred chef Matthew Kammerer at California’s Harbor House Inn. In November, guests can book to visit Vermont’s Twin Farms for a dinner prepared by chef Nathan Rich and Cassidee Dabney. Then, in December, the series will culminate at Blackberry Farm in Tennessee, where Dabney and Kammerer will collaborate on a multicourse dinner.

Each trip will span four days and see guests enjoying Krug cuvées, farm-to-table cuisines and immersive champagne-tasting experiences. Prices start at £8,821 ($11,150, €10,425) per person.

In our NRF 2024 Retail’s Big Show: Community, Luxury and Loyalty report, we looked at how luxury alcohol brands are doubling down on real-life experiences to strengthen brand community and heighten exclusivity through intimate tasting experiences, such as Krug’s new culinary tours.

Strategic opportunity

Beverage brands should consider creating unique, experiential tasting experiences that reflect brand identity through fine-dining pairings or cultural excursions, fostering loyalty and strengthening brand community

Stat: Young Americans are prioritising fun and travel over financial stability this summer

Faces of Travel by Delta, US

US – A new study by Credit Karma, conducted by Qualtrics, has revealed that Gen Z and Millennial consumers in the US plan to prioritise travel over financial stability this summer.

The study of more than 2,000 US adults revealed that 33% of Gen Z and 32% of Millennials are more focused on enjoying their summer than saving money, with 61% of young consumers planning to travel in the coming months.

More than a quarter of Gen Z (27%) and Millennials (28%) even say they would be willing to take on debt to have a fun summer. Around 23% of Gen Z and 25% of Millennials expect to accumulate £1,582 ($2,000, €1,869) in debt, while 11% of Gen Z and 8% of Millennials anticipate their debt to amount to over £3,160 ($4,000, €3,739).

In our Gen Z Now and Next: From Vision to Contradiction macrotrend report, we explored how young people are becoming social scavengers, prioritising experience and socialisation to negate the feelings of isolation brought on by the world shifting to online during the pandemic.

Strategic opportunity

Create and market travel packages tailored to younger consumers, emphasising affordability and including budget-friendly experiences that resonate with their desire for fun and adventure despite financial constraints