Travel & Hospitality

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

Need to Know
22 : 08 : 22

A DAO deviating from design tropes, an electronic music festival gets an AI-generated rebranding, and the climate reality sinks in

This DAO is making Web3 more welcoming

Metaphor rebranded by Wildish & Co, UK

US – Decentralised autonomous organisation (DAO) platform Metaphor is ditching the dark and moody visuals that dominate the Web3 space to create a more approachable aesthetic. The goal of the platform, which makes it easier to ‘discover, join and participate in DAOs’, is to empower users to enter the Web3 eco-system.

The rebranding uses nostalgic visuals and retro images to make the cutting-edge technology feel more familiar. Designed by creative branding agency Wildish & Co, the visual identity uses images from the public domain to create over 200 background options and 1,000 avatars that can be combined to create various scenes. The studio also applied a 1950s filter over the images to ‘encourage people to be excited about Web3 in a similar way to how people were excited about technology during that period’, explains Sam Fresco, managing director of Wildish & Co.

While DAOs represent the bleeding edge of Alternet Economies, that doesn’t mean that their aesthetics need to be off-putting to the everyday consumer. To help onboard new users, Metaphor is injecting its platform with familiar images and nostalgic visuals.

Strategic opportunity

Technology companies should consider straying from the typical tech tropes to build more tactile and inclusive visual identities

AI-generated artworks transform music marketing

Jardim Sonoro creative campaign by Dentsu Creative, Lisbon Jardim Sonoro creative campaign by Dentsu Creative, Lisbon
Jardim Sonoro creative campaign by Dentsu Creative, Lisbon Jardim Sonoro creative campaign by Dentsu Creative, Lisbon

Portugal – Jardim Sonoro, one of Europe’s leading electronic music festivals, is getting an artistic rebranding courtesy of artificial intelligence (AI). Marketing agency Dentsu Creative is using Mid Journey – a visual AI platform that creates images using keywords submitted by users – to create promotional materials for the festival.

The three-day festival, which combines music, travel and culture, is designed to arouse the senses. To capture the sensorial thrill of attending the event, the agency used Mid Journey to create abstract compositions that combine music with nature. The computer-generated images combine photographs of performers attending the festival, such as Todd Terje, Jeff Mills and Jan Blomqvist, with birds, butterflies, leaves and trees.

This is not the first example of an AI-generated advertisement. Rémy Martin recently used AI technology to create a compelling campaign starring the musician Usher. As open-source AI technology gains popularity, it will add another marketing tool to the arsenal of creative agencies and branding businesses.

Strategic opportunity

How can companies use the rise of AI technology as a way to fuel co-creation with consumers? Ask your clients to create their own AI-generated advertisements for a chance to win a reward

JP Morgan plans to become a travel agency

US – Investment banking company JP Morgan Chase is aiming to become the first port of call for holidaymakers and travellers. Over the past 18 months, the bank has been quietly acquiring businesses so it can grow into a sprawling travel agency.

The company plans to offer services that allow consumers to plan and reserve trips ranging from a straightforward domestic flight to a lavish safari. Already, the bank has acquired a premium travel agency, a restaurant review business and a booking system. It's also developing its own airport lounges and employing thousands of travel agents. A new website is set to be launched soon.

Travel has become one of the most significant spending categories for banks and credit card companies and JP Morgan wants a larger share of the growing market. The bank estimates that one out of every three dollars spent on leisure travel in the US is spent by its customers.

When the pandemic hit in early 2020 and travel came to a grinding halt, JP Morgan saw an opportunity to revisit the travel agent model, seizing the bear market to make important acquisitions.

Garden Home, Airbnb

Strategic opportunity

Fintech companies can consider entering the travel sector by opening airport lounges for consumers and expanding their hospitality presence

Stat: The reality of the climate crisis is sinking in

 Invocation for Hope by Superflux  Invocation for Hope by Superflux

As fears over the climate emergency continue to ramp up around the world, the reality of the situation is now setting in. Some 58% of consumers globally agree that seeing extreme weather events in the country they live in encourages them to personally do more to protect the planet, according to the 2022 Mintel Consulting Sustainability Barometer.

While awareness of the impending crisis has been steadily growing for years, the increasing regularity of extreme weather events such as flooding, wildfires and heatwaves can no longer be ignored. But taking action does come with positive sentiments, as 68% say that doing things to help the environment makes them feel happy.

As the urgency about the climate crisis continues to build and its effects are felt, consumers are increasingly looking for ways they can make a difference. Look to the Climate Newsrooms monitoring the rapidly changing situation and be a part of positive solutions.

Strategic opportunity

Build initiatives and campaigns that allow consumers to play a constructive and tangible role in fighting the climate crisis

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