LSN : News : The Campaign: Copenhagen introduces CopenPay to reward tourists for going green

The Trend: Glow-Up Getaways

Equinox Resort Treyam, Magna, Saudi Arabia

As global demographics shift, with one in six people projected to be aged 60 or older by 2030, affluent consumers are prioritising longevity and optimal health (source: National Center for Biotechnology Information). This trend is driving demand for wellness tourism, now one of the fastest-growing travel segments, projected to reach £1.06 trillion ($1.4 trillion, €1.2 trillion) by 2027 (source: Skift, Global Wellness Institute).

Advances in health tech, including wearables and AI diagnostics, enable hyper-personalised wellness programmes, with 66% of Gen Z and 40% of other generations actively using fitness trackers (source: World Economic Forum).

Leading this movement are luxury wellness hubs like SHA Emirates, a UAE-based wellness island set to open in 2026, and Equinox Resort Treyam in Saudi Arabia, blending bespoke health plans with cutting-edge longevity treatments. In London, Surrenne at The Emory Hotel integrates science-driven wellness programmes with exclusivity, offering private memberships backed by experts like Dr Andrew Huberman. With health-cations replacing traditional holidays, destinations like Lanserhof (Germany and Austria) and Revivo Wellness Resort (Indonesia) exemplify the demand for sun, sea and science-backed self-improvement.

In our Glow-up Getaways microtrend report, we identified and analysed the rise of luxurious, health-focused hospitality hubs created with science-backed, tech-powered hyper-personalisation and innovative wellness treatments.

The Big Idea: TFWA Asia-Pacific 2024: Ritualising Beauty Retail

The Asia-Pacific region, a powerhouse of global travel retail sales, is reshaping beauty retail with a focus on rituals and personalisation. At TFWA Asia-Pacific 2024 in Singapore, Keyu Jin, an economist at the London School of Economics, stated Asia’s economic resilience and its growing middle class, which now represents 50% of the global consumer class, are driving huge consumption shifts in the region. Digital connectivity and advances in technology are further driving innovation in travel retail.

With airport dwell times decreasing by 16% since 2018, brands are innovating to capture consumer attention earlier and optimise in-airport experiences (source: Kearney). L’Oréal’s lounge-style stand showcased luxury fragrances and refillable skincare, combining eco-friendly design with immersive sensory experiences. Similarly, Elizabeth Arden’s Travel with Arden pop-ups at airports like Singapore Changi engage travellers with personalised skincare solutions.

Shiseido emphasised ingredient-conscious, multi-functional products like its Future Solution LX and bespoke beauty consultations through its J-beauty brand IPSA.

From ultra-luxury speakeasy beauty to mutli-functional value added beauty, our TFWA Asia-Pacific 2024: Ritualising Beauty Retail report looks in detail at how beauty products and rituals are transforming the beauty travel retail sector in the Asia-Pacific region.

L’Oréal stand at TFWA Asia-Pacific, Singapore

The Campaign: Copenhagen introduces CopenPay to reward tourists for going green

Visit Copenhagen launched CopenPay, a scheme that rewards tourists for good behaviour, encouraging them to take part in more sustainable activities, Denmark

In July 2024, Copenhagen’s tourism board launched CopenPay, an initiative that rewards eco-friendly actions with unique experiences. Visitors bringing plastic waste to the National Gallery of Denmark, for instance, could join a workshop to transform it into art, while those using public transport or bikes to reach CopenHill got to ski down its rooftop slope.

Residents also benefited from the programme, with perks like free kayak rentals for collecting litter from the water and complimentary vegetarian lunches for volunteering on urban farms. Running as a pilot scheme from 15 July to 11 August 2024, CopenPay included 24 attractions. Depending on its success, Visit Copenhagen hopes to expand it all year round.

In our Post-conscious Travel report, we explored the ever-growing importance of sustainable travel and the need for fresh thinking on how to enact slow, intersectional and regenerative initiatives in the industry. CopenPay is a fitting example of how cities can promote sustainable tourism without sacrificing cultural experiences, with the potential to change travel into a positive force for change.

The Viewpoint: Luxury Travel’s New Arabian Era

Shebara by Red Sea Global in collaboration with Amaala, Saudi Arabia

Red Sea Global (RSG), part of Saudi Arabia's Public Investment Fund, is pioneering a new era of regenerative luxury tourism, blending eco-sustainability, cultural authenticity and adventure. Rosanna Chopra, RSG’s executive director of destination development, sat down with LS:N Global in July 2024 to highlight this transformation.

RSG’s vertically integrated approach ensures environmental and socio-economic sustainability, emphasising eco-guardianship while providing world-class experiences. Adventure and wellness travel are being redefined, offering transformative experiences, from cultural exchanges to innovative wellness programmes. Key projects like the Amaala and Red Sea resorts blend natural preservation with luxury, focusing on long-term value creation.

RSG targets domestic and regional travellers alongside curious Europeans and Indian families, using the region’s unique cultural heritage and pristine landscapes.

Authentic Arabian hospitality, distinguished by its warmth and humour, lies at the heart of RSG’s philosophy. While technology ensures seamless operations, it can never replace the value of human connection, thereby safeguarding the essence of Middle Eastern generosity. Chopra envisages Saudi Arabia as a hub for global luxury, offering joy-filled, sustainable and culturally immersive travel experiences that redefine hospitality.

Access the full interview with Red Sea Global now.

The Space: Manchester airport opens private Aether terminal for all passengers

Manchester airport, UK

Manchester airport’s new Aether terminal is set to redefine the airport experience, offering a thoughtfully designed, private space away from the main terminal, accessible to all paying travellers, regardless of airline or ticket class.

Launched by digital travel services business Cavu, Aether offers an elevated airport experience with seamless check-in, private chauffeur-driven transport across the runway, a curated menu by chef-patron Adam Reid and panoramic views of the runway.

Prices for using the lounge and its services start at £90 ($114, €105) per person, and booking opened at the beginning of June 2024 for use of the private terminal from November 2024 onwards.

Post-Covid, airports are increasingly looking to Bring Humanity Back Into Travel, elevating pre-departure wellness, retail and leisure. Aether proposes a future when human-centric experiences will be balanced with profit-making ventures, offering relatively accessible airport experiences beyond the main terminal that take the hassle out of travel.

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