As the year comes to an end, LS:N Global looks at the nascent trends and behaviour that will be shaping the travel and hospitality sector over the next 12 months.
Instead of exclusively targeting seasoned Millennial travellers, hospitality groups will turn their attention to Generation Z by combining the quirks of hotels and hostels. Jo&Joe, the forthcoming brand by AccorHotels, will practise an open-house concept, welcoming guests and locals in an effort to be more community-minded. In Iceland, Oddsson encapsulates different hospitality experiences for every budget, illustrating the potential of conceptual and non-exclusive accommodation.
Luxury consumers already demand one-of-a-kind travel experiences, but in 2017 the offers will become more exclusive with ultra-personalised trips that can never be replicated in the same location. Travel service Blink is already creating bespoke holiday packages that include custom-built accommodation and tailored itineraries in far-flung locations.
Luxury fashion labels create branded hotels, but in 2017 more accessible homeware brands will borrow the model to create live-in showrooms. This has already happened. Furniture brand West Elm recently opened a range of boutique hotels to enable consumers to experience its products before they buy.
In 2017 distinguished luxury brands and industries will become positioned as tourism destinations in their own right. Giving visitors to Italy behind-the-scenes access to famous fashion, hospitality and automotive companies, the launch of Altagamma Italian Experiences highlights the attraction for an inside view of brands. In Japan, too, the rise of anime tourism is generating demand for organised trips to the real-life locations featured.
Meet the Ancestors
As travel packages becoming increasingly competitive and personalised, DNA testing will be the next frontier, used as a tool to offer travel packages that trace individuals’ ancestoral heritage. Earlier this year, Momondo pushed this concept further by releasing a promotional video that featured young people from various countries taking a DNA test and being offered to visit the countries listed in their results.
Look out for our Future Forecast 2017, which will reveal our top 60 trends to look out for in the next year across the food and drink, design, interiors, technology, retail, luxury, beauty and wellness, and travel and hospitality sectors.