Who will be the future tourist
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Who will be the future tourist

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Key tourist trends associated with consumer behaviour. All based on levels of wealth

Key tourist trends associated with consumer behaviour. All based on levels of wealth

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  • And let’s not forget back yards, front yards, pools, tree houses and other outdoor spaces: Cal Spas’ Ultimate Outdoor Theatre (http://www.calspas.com) is a complete home theatre system with an anti-fog, anti-glare 63-inch LCD HDTV touting surround sound, DVD/CD player, iPod Docking Station, Sirius Satellite Radio receiver and game console inputs. It also comes equipped with a five-burner BBQ grill, a wet bar, weatherproof recliners with cup holders and two fire pits. The whole system has been designed for protection from the external elements. Rumored price: USD 30,000.
  • The Vatican is to start a low-cost airline offering pilgrims the chance to visit holy sites across the world. The airline made its inaugural flight in August 2007 with an itinerary that took pilgrims from Rome’s Fiumicino airport to France’s shrine of Lourdes; flights to other destinations including the shrine of Fatima in Portugal, the shrine of the Madonna of Guadalupe in Mexico and Santiago di Compostella in Spain may be offered in the future. Nice touch: aircraft interiors feature sacred inscriptions. Flights will be operated by small Italian airline Mistral Air (http://www.mistralair.it), whose main base is Rome Ciampino Airport. The Vatican hopes more than 150,000 people per year will board one of Mistral Air’s planes. Picture courtesy of EPA. And so on. We’ll add a few more FOREVER TRENDS in one of the updates of this report, probably ‘KIDS KA-CHING’ and an update on BOOMING BUSINESS, but most of this is or should be on your radar anyway! * For specific tips on how to apply FOREVER TRENDS to your business, please visit the Report Tips section at http://www.trendwatching.com/trendreport/extras*
  • Craft and real human beings make for instant stories to. Get inspired by: Swiss Netgranny (http://netgranny.ch) is a collective of 15 grannies recruited by Swiss fashion label Tarzan (http://www.tarzan.ch). The grannies knit socks on demand and sell them online. Customers can choose their favorite granny by picture, pick the color of their socks, or opt for a granny ‘surprise’ design. It will take a granny approximately two weeks to knit a pair of socks, which costs EUR 26, delivery included. Danish Mormor.nu (http://www.mormor.nu) sells traditional handmade baby and children's wear online (Mormor.nu is Danish for 'Grandma.now'). All products are handmade, from pure wool, alpaca wool or cotton. Old knitting and crochet techniques and patterns have been revived, and colors and materials updated, making the products meet modern demands for fashionable children's clothing, as well as for old-fashioned quality and honest materials. In fact, the company's employees stem from an era when everything was made by hand, the youngest employee being 68 years old. Cool little touch: clothes come with a small nametag signed by the grandmother that made the item.
  • So it seems that people are generally welcoming of the growing intensity of their lives, but they are also beginning to search new oases of time and space to complement (but not replace) their hectic hours. There's a growing perception, both from consumers and business alike, that downtime can actually be beneficial. Several organisations have already started to tap into this need for time-oasis with, for example, a vast array of new holiday formats emerging (such as rural retreats, remote beach getaways, spa resorts etc). The Japanese-style Yotel in London’s Gatwick Airport offers luxurious and stylish cabins for rent for travellers with very early departures or who might have a long layover between flights or are delayed for hours. Four hours in a standard cabin costs a very affordable £25 ( £40 for a premium cabin). Here you can snooze the hours away comfortably and in style. A similar concept is found in the Vancouver Airport and New York’s Empire State Building where MetroNaps operates an urban catnapping business. For $14 you can treat yourself to 20 minutes in their very futuristic (luxurious) looking sleep pods. Meanwhile, the slow travel movement emerges out of eco-ethical concerns but springs from the trend known as authenti-seeking (see nVision report of the same name). The challenge to consumerism posed by global warming could make the slow travel revolution a very real phenomenon. People will not be able to jet off everywhere so they will have to become more patient and welcoming of less plugged-in, less always-on-the-go lifestyles. The slow travel phenomenon takes this into account – it advocates train journeys across Europe and local excursions. The slow travel, slow design, slow food developments are all about having fun and active experiences but here the emphasis is on taking a step back, having a more authentic moment and savouring time. This represents a very obvious opportunity to marketers. The future of luxury as time is already with us. Luxury’s Fourth Dimension has arrived.

Who will be the future tourist Presentation Transcript

  • 1. Tomorrows TouristDr Ian YeomanVictoria University of WellingtonNew Zealand
  • 2. Tomorrows Tourist
  • 3. Who will be tomorrows tourist?Simple IdentityFluid Identity
  • 4. Fluid identity
  • 5. Educated, Multi Cultured andKnowledgeable
  • 6. Education, Feminism & Identity
  • 7. 7Thraenhart 2010
  • 8. 8
  • 9. 9http://www.pranavmistry.com/projects/sixthsense/
  • 10. SexualityWalters observes that feminism is aboutchoice and empowerment. Therefore as aconsequence, Playboy has become amainstream brand which decorates pencilcases and erasers of young girls who knowthere is something naughty in the brand butare encouraged to buy into its cheekymarketable sexuality. The Girls of PlayboyMansion is accepted as family viewing, inwhich we aspire to be Holly, Bridget orKendra www.natashawalter.com
  • 11. Fear of loss
  • 12. New consumers and new attitudesThe acceleration of the eastward shift is evident. Since1995 Asia real GDP has grown at over twice the rate the rate ofAmerica and Western Europe. The Economist Magazineestimates that by 2014, on purchasing power parityAsia’s share of the world economy should exceed that ofAmerica and Europe alone and by 2020 Asia could deliver50% of total sales and profits for some multinationals,compared to 20-25 percent in 2010. Forecast’s for economicsuggest that between 40-75% of the worlds economicgrowth will come from the BRIC countries. (Talwar 2010)
  • 13. Conclusion: What’s your identity? Is it a fluid one or….• Consumer volatility, paradox ofchoice and choice management• Tourists that are frivolous,promiscuous and awkward• A society where norms are broken• Broaden and expansive• Shared connections• Diluted cultures and globalisation• A fast, instant and networkedworld which is 24/7• Longevity and shifting values• Have it all society and fear of loss• Heighten sense of personalfreedom• Liberal, sexist, experimentalismwithin a multi cultural society• Inconscipicious consumption,authenticity and cultural identity• I don’t believe you, resistance andrebuke
  • 14. Who will be tomorrows tourist?Flatters & Wilmott 2009
  • 15. Extreme Experience Seeking15
  • 16. Discretionary Thrift16
  • 17. Domestic Pax on Public Transport (Growth%)△ 8△ 6△ 4△ 2024681012199119921993199419951996199719981999200020012002200320042005200620072008Japan Railways PaxBullet Train PaxDom Airline PaxSource: Japan Travel Bureau
  • 18. INSPERIENCE ECONOMYUltimate Outdoor TheatreSource: Trend HunterINSPERIENCE ECONOMY representsconsumers desire to bring top-levelexperiences into their domestic domain."Key words“Creating comfortable space”“Fully equipped”“Not venturing out because we have it athome”“The best”The Cal Spas Outdoor Theatre, at US$30,000 comes with 63-inchLCD HDTV touting surround sound,DVD/CD player… five-burnerBBQ grill, a wet bar, weatherproofrecliners with cup holders
  • 19. The Rise of Mercurial Consumption
  • 20. SimplicityPaul Flatters – Trajectory GroupResearch by the TrajectoryGroup (Flatters & Wilmott 2009)highlights that affluentconsumers have revealedmounting dissatisfaction withexcessive consumption. Manydesire a wholesome and lesswasteful life. As such, there is adesire to get back to nature,something that is tranquil, basic,rooted, human and simple(Yeoman 2008). As aconsequence, the desire formore authentic and simpleluxury experiences accelerates.Yeoman 2010
  • 21. The Authentic Tourist• Ethical• Natural• Honest• Simple• Beautiful• Rooted• Human
  • 22. Re defining LuxuryDriving an expensive carEnjoying the best home entertainment technologyHaving beautiful home furnishingsWearing designer clothesHaving nice toiletries and pampering myselfMaterialismEating good quality foodGoing on expensive holidaysLiving in a nice areaEnrichmentHaving time on my ownHaving time just to relaxTimeThe ‘old’ version of luxury:exclusive, expensive, bestquality, self-indulgent,conspicuous, tangible, ‘overtmaterialism’Emphasis on ‘quality of life’,experiential, personal,authentic, ‘subtle/covertmaterialism’The value of relaxing and de-stressing from the pace ofeveryday life, focus on self-development and quality oflife, intangible, non-material
  • 23. STORY INGREDIENTSSwiss Netgrannies equal story
  • 24. 24
  • 25. In praise of slowness
  • 26. Early Life:Growth and DevelopmentAdultMaintaining highestpossible level of functionDisability thresholdOlder AgeMaintaining independence andPreventing disabilityRange of functionsin individualsAgeFunctionalityofcRehabilitation and ensuringthe quality of lifeSource: Yeoman 2010Demography and life course
  • 27. Trust, safety and supply
  • 28. Conclusion: Is it a simple identity?• Slowdown, halting andreserving of an identity• Experiences that are tranquil,basic, rooted, human andsimple• Thrift, mercurial consumptionand functionality• Advice, networks andpredictive behaviour• Role of authority andgovernance• Dissatisfaction withexcessiveness and frivolous
  • 29. Tomorrows TouristDr Ian YeomanVictoria University of WellingtonPO Box 600Wellington 6140New ZealandTel: 00 64 4 463 5717Email: ian.yeoman@vuw.ac.nzWeb: www.tomorrowstourist.com