Travel & Hospitality

Market shifts, microtrends and expert opinions that signal significant change for global travel and hospitality companies and consumers

Need to Know
30 : 05 : 19

Atmos magazine merges climate change and culture, Airbnb taps into heritage tourism and why Generation Z are buying counterfeit goods.

Highsnobiety is now a shopping platform

Highsnobiety x Prada by Aldona Kwiatkowski

New York – The media brand has launched an e-commerce vertical that will offer curated product drops in collaboration with luxury and streetwear brands.

To kick off the launch of its shop, which will merge e-commerce with editorial storytelling, Highsnobiety will be the only platform to sell the Prada Linea Rossa Spring/Summer 2019 collection outside of Prada’s own channels. Each drop will be available worldwide for seven days, making the collections highly covetable.

‘We want to expand on our status of being cultural curators and an endless stream of discovery of the new, and truly close the loop by giving you access to the very best across the many different categories, cultures, markets and products that we operate in,’ says David Fischer, Highsnobiety CEO. The brand has also created an accompanying Instagram account dedicated to the product drops.

Highsnobiety may be an inspiration source for consumers immersed in the Hype Market, but becoming a retailer in its own right could further cement brand loyalty among streetwear fans.

Atmos magazine explores sustainability through art

Atmos Atmos
Atmos, Synthesis by Alexandra von Fuerst Atmos, Synthesis by Alexandra von Fuerst

New York – The climate and culture publication investigates how communities and designers around the world are adapting to climate change.

The first issue of Atmos, which will publish biannually, looks at current climate challenges through photography, interviews with artists such as Yoko Ono, and immersive journeys to destinations such as rural India and the island of Kiribati. Its editorial content ranges from a fashion spread featuring biosynthetic materials to profiles of female scientists leading advancements in clean meat.

Atmos' inaugural theme, Neo-Natural, refers to the merging of nature and futurism, a concept that lends itself to the magazine’s surrealist aesthetic. ‘At its core, this is an exploration of how nature, and our role in it, continues to evolve,’ explains William Defebaugh, editor-in-chief. ‘As a publication about climate and culture, what better place to start than exploring where these two forces intersect?’

The visual identity of sustainability is in flux, as creative practitioners such as Atmos approach climate change with a more vibrant, engaging and design-led aesthetic.

Airbnb debuts DNA-inspired travel

Global – In partnership with at-home genetic testing company 23andMe, travellers using Airbnb can embark on a journey to explore their ancestry.

With DNA tests booming in popularity in recent years, travel experiences are allowing people to reengage with or otherwise discover more about their heritage. To meet this demand, Airbnb has partnered with 23andMe to drive the genetic testing brand’s customers to its properties and local activities.

When customers receive their DNA report, they are able to click through to find Airbnb Homes and Experiences in their heritage countries. According to a study of 8,000 people by Airbnb, 89% of Indians and over half of Americans have travelled to a country of their ancestry, and there has been a 500% increase in travellers using Airbnb to trace their roots since 2014.

Although there has been an explosion in consumer gene testing to power a host of new products and services, brands must be wary of not reducing DNA personalisation to a gimmick.

Aribnb and 23andMe Aribnb and 23andMe

A self-purifying charcoal apparel collection

Senscommon and Uchino Japan Senscommon and Uchino Japan
Senscommon and Uchino Japan Senscommon and Uchino Japan
Senscommon and Uchino Japan Senscommon and Uchino Japan

Amsterdam – Apparel brand senscommon has collaborated with Uchino Japan to create the range of clothing for travel.

Titled on-journey wear, the collection is designed to improve the wellbeing of the wearer as they go about their daily journeys. The garments use a textile made from activated Ubame oak charcoal powder, which has been kneaded into cotton and rayon fibres, naturally greying the material.

With self-purifying properties from the charcoal, the fabric can eliminate odour, moisture, bacteria and environmental chemicals as well as regulate body temperature. ‘Because of its qualities and porous ability to eliminate certain impurities and elements, on-journey wear is the perfect wardrobe for daily journeys long or short,’ reads the brand’s press release.

To see how the materials of tomorrow will be not just self-purifying, but programmable, self-healing and transformative, read our Material Far Futures report.

Stat: High prices drive Generation Z to buy counterfeits

Income appears the be the biggest barrier to purchasing authentic luxury goods, according to a new study by the International Trademark Association. It found that 79% of Generation Z in countries such as Argentina, China, Russia and the US purchased counterfeit goods in the past year; however, youth populations in Japan, Nigeria and Italy were found to be most morally opposed to counterfeits.

Although the report outlines this cohort’s shared beliefs that individuality, morality and authenticity are paramount, these values could appear at odds with their purchasing of fake goods. The report attributes this contradiction to income levels, as 57% of young people say they can only afford the fake version of some brands.

With a rise in ironic, aspirational fakes, attitudes towards counterfeit goods are changing among young people, with brands turning to digital tools in order to fight back.

Thought-starter: Will cars improve our wellbeing?

The auto industry is embracing intuitive technologies to help drivers and passengers manage their wellbeing while on the move, reports senior foresight writer Rhiannon McGregor.

Ride-sharing is often considered dead time for passengers. So, with always-on and mentally demanding lifestyles taking their toll, Uber recently announced a partnership in the UK with on-demand mindfulness app Calm to provide guided meditation and breathing exercises through the Uber. As a result, passengers can use their journeys to relax, unwind or find focus.

With data-collecting wearables now able to track the user’s mood through biometrics such as heart rate, there is also an opportunity to use these metrics to enhance the driving experience. For example, Mercedes-Benz has partnered with Garmin to launch a smartwatch that communicates with a car's artificially intelligent dashboard, using the information to adapt the car's interior ambiance.

As the vehicle continues to collect data over time, it will build up a complete picture of its user’s health. ‘As opposed to just going to a doctor when you’re sick, you’re able to collect data over time that probably tells a better story,’ says Joe Perez, co-founder, USC Center for Body Computing.

Read the Health-conscious Cars microtrend here.

Uber partners with Calm, UK Uber partners with Calm, UK
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