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Changing times, changing rooms

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"Travel is evolving from fly-and-flop, to find-and-seek, and go-and-become." What the future of hotel design will look like in an era of the experience economy.

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Changing times, changing rooms

  1. 1. THE FUTURE IS HERE
  2. 2. THE FUTURE IS HERE @JAMESWALLMAN / JAMES@THEFISH.CO
  3. 3. CHANGING TIMES…
  4. 4. CHANGING ROOMS CHANGING TIMES…
  5. 5. CHANGING ROOMS CHANGING TIMES… WHAT THE EXPERIENCE ECONOMY MEANS FOR YOU
  6. 6. “Travel is evolving, 
 from fly-and-flop, to find-and-seek, and go-and-become.”
  7. 7. 1. Introduction 2. How we work 3. The Experience Economy 4. Experience trends 5. How might we…? AGENDA
  8. 8. INTRODUCTION
  9. 9. 제 임 스 월 먼 지 음 — 황 금 진 옮 김 제임스 월먼은 주목받는 저널리스트이며 문화예측 전문가이자 기 조 연설가이다. 또한 베스트셀러 작가이기도 하다. 그는 현재 발생하 는 문화 경향을 분석하고, 다가올 미래 문화 경향을 예측하는 글들 을 <GQ>, <뉴욕 타임스>, <파이낸셜 타임스> 등에 글을 기고했고, 앱 솔루트Absolut, BMW, 버버리Burberry, 나이키Nike 등에서 고문을 맡은 바 있다. 그는 미래학에 관한 칼럼을 <T3>에 장기간 발표했으며, 퓨 처 래버러토리The Future Laboratory’s의 예측 정기간행물의 편집자를 역 임했다. 제임스 월먼은 옥스퍼드 대학에서 고전문학 석사 학위를, 런던 예술 대학교에서 언론학 석사 학위를 받았다. 프랑스, 그리스, 미국 캘리 포니아 주 팔로알토 등에서 거주했고 현재는 가족과 함께 런던에서 살고 있다. 황금진 옮김 숙명여자대학교 영어영문과를 졸업하고 책이 좋아 번역 일을 시작 했다. 독자 대신 손품을 팔아 시간을 절약해 주는 것이 번역가의 역 할이라 생각하며 성실한 자세로 번역에 임하고 있다. 옮긴 책으로는 《개와 영혼이 뒤바뀐 여자》, 《프로젝트 매니지먼트》, 《기업을 키우 는 인사결정의 기술》, 《카네기 인간관계론》, 《런어웨이》 등이 있다. 세계 최고의 문화예측 전문가 제임스 월먼 JamesWallman 과 소 유 증 후 군인류를강자와약자,지배자와피지배자로갈라놓은 근본원인과힘의작용그리고감춰졌던역사의비밀! 무기・병균・금속은인류의운명을어떻게바꿨는가? “서울대학교 도서관 대출 1위” 퓰리처상 수상작ㆍ세계적인 베스트셀러 김진준옮김| 35,000원(양장본)|28,000원(무선본) 총, 균, 쇠 700만년전,인류의미래를결정하는충격적인진화가시작된다! 고작1.6%의유전자차이로어떻게‘제3의침팬지’는 700만년동안에인간으로진화했을까! 인간의 본성과 문명의 발달 과정을 명쾌하게 풀어낸 재레드 다이아몬드 박사의 인류진화보고서! 김정흠옮김|이현복해설|25,000원(양장본) 제3의 침팬지 세계적 석학이며 한글 찬양론자로 유명한 재레드 다이아몬드 박사 불후의 명저 《티핑포인트》와 《괴짜경제학》을 더한 책이지만 훨씬 장대한 아이디어를 담고 있다. 흡인력과 감 동과 재미를 고루 갖춰 읽을 맛이 나는 책! — <선데이 타임스> 지나친 소비지상주의의 유래를 따뜻한 시선으로 밝히면서 사적인 견해와 사회적인 견해를 적절 히 배합해 놓았고 이에 대한 대처방안 또한 노련하게 권하고 있다. — 조지메이슨대 학장, 피터 N. 스턴스 신나는 유령열차를 타고 과잉소비의 광기를 체험하다 보면 어느새 우리를 비웃고 있는 우리 자신 의 탐욕과 마주하게 된다. 다행스럽게도 저 너머 터널 끝에 광명이 비친다. 제임스 월먼은 우리를 터널 끝으로 인도해 준다. — 마크 턴게이트 엉뚱한 이야기와 설득당할 수밖에 없는 예가 든든하게 받쳐주고 있어 읽는 즐거움이 더없이 크 다. 월먼은 오늘날 우리가 이렇게 살아갈 수밖에 없는 이유와 ‘물질’에 대한 집착이 바뀔 가능성이 존재하는 이유를 밝혀낸다. 이제 여러분은 쇼핑을 하면서 자신을 예전과 같은 시선으로 절대 바 라볼 수 없을 것이다. 세상을 바꿀 만한 보배 같은 책이다. — 매리앤 캔트웰 물건이 정말, 우리를 행복하게 할까? 갖고 싶다고 생각했던 것들을 모두 가진다고 해서 전보다 행복해질까? 아니다. 오히려 우 리가 사는 지구에 해롭다. 우리의 집을 정신없이 어질러 놓은 다음, 우리에게 오는 것은 무 엇일까? ‘과소유 증후군’에 걸려 스트레스를 받게 되고, 심지어 목숨을 잃을 수도 있다. 세 상을 바꿀 만한 획기적인 이 책에서 문화예측 전문가인 제임스 월먼은 행복해지려면 소유 물에 대한 관심을 줄이고 체험에 대한 관심을 늘려야 한다고 말한다. 새 손목시계나 새 구 두보다 휴가나 친구와 함께하는 시간같이 공유할 수 있는 체험에 투자해야 한다고 말한다. 심리학, 경제학, 문화에 대한 흥미진진한 통찰이 깃든 이 책은 행복한 변화를 위한 필수조 건이다. S T U F F O C A T I O N 9 788970 129334 0 3 3 3 0 ISBN 978-89-7012-933-4 www.munsa.co.kr 값 15,000원 소유하는 것이 행복이라는 시대에 대한 반란 과소유증후군 물건이 많을수록, 우리는 정말 행복할까? CATION STUFFO 제임스 월먼 지음│황금진 옮김 STUFFOCATION행복하기 위해필요한 것은? Jak nás věci zahlcují Více žít, méně mít James Wallman
  10. 10. ANY QUESTIONS? JAMES@THEFISH.CO / @JAMESWALLMAN
  11. 11. HOW WE FORECAST
  12. 12. William Gibson “The future is already here, 
 it’s just not very evenly distributed.”
  13. 13. HOW WE FORECAST 1. Investigate the innovation
  14. 14. HOW WE FORECAST 1. Investigate the innovation 2. Understand the macro-trends
  15. 15. HOW WE FORECAST 1. Investigate the innovation 2. Understand the macro-trends 3. Use the Diffusion of Innovations curve
  16. 16. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  17. 17. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  18. 18. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  19. 19. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  20. 20. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  21. 21. DIFFUSION OF INNOVATIONS Source: Everett Rogers
  22. 22. THE EXPERIENCE ECONOMY
  23. 23. DEFINITION The experience economy is, according to Joe Pine and Jim Gilmore, a “long-term structural shift in the very fabric of advanced economies”. Source: The Experience Economy
  24. 24. THE FUTURE IS HERE Source: The Experience Economy DEFINITION The experience economy is, according to Joe Pine and Jim Gilmore, a “long-term structural shift in the very fabric of advanced economies”.
  25. 25. SUCCESS 
 OF CAPITALISM The unprecedented success of our system: Materialism + Consumerism + Capitalism = Abundance
  26. 26. CARBON CONCERN To hit the COP 21 target of <2°C, humans must become a carbon sink by 2070. Source: Danny Dorling & Mark Maslin
  27. 27. QUESTIONING CAPITALISM Now we have enough: • We don’t need or want more stuff. • We’re worried about our wellbeing. • Our values are shifting: • from materialism to “experientialism”.
  28. 28. CONNECTED LIVES “Facebook has more people than God on this planet, and can reach them on a mobile phone” Scott Galloway, NYU Stern • 5bn mobile phones, 3bn smartphones • One in two would rather have a broken bone than a broken phone Sources: Benedict Evans, a16z; Adam Alter, author, Irresistible
  29. 29. “We believe that a major decoupling within retail sales is now occurring, with consumers choosing to spend on 
 ‘experiences’ rather than ‘things.’” KKR
  30. 30. “Travel and leisure shares outperforming traditional retailers… Experiences trump stuff for generation born between 1980-2000” Bloomberg Business
  31. 31. “Consumers of all ages are opting for experiences, 
 with millennials leading the charge.” Cashing in on the Experience Economy, McKinsey
  32. 32. “Retail without experience seems to be in slow implosion.” Joe Pine, author, The Experience Economy
  33. 33. WHAT’S NOT GOING TO CHANGE People still want: • Mastery • Autonomy • Relatedness • Safety, security, status Sources: Self-Determination Theory, Evolutionary Psychology
  34. 34. EXPERIENCE TRENDS
  35. 35. FESTIVALS RISING The live music industry grew by 50% from 2010 to 2015. • Live music and festivals now worth £2b, £3.5bn in 2020 • From 496 festivals in 2007 to 1,070 in 2015 Source: Mintel LAMPA conversation festival, 2017
  36. 36. FESTIVALS RISING The live music industry grew by 50% from 2010 to 2015. • Live music and festivals now worth £2b, £3.5bn in 2020 • From 496 festivals in 2007 to 1,070 in 2015 Source: Mintel LAMPA conversation festival, 2017
  37. 37. Desert Trip grossed $150m over two weekends. • People came from around the world • Tickets sold out in 3 hours
  38. 38. The Rolling Stones at Desert Trip. 
 Photo credit: Kevin Mazur Desert Trip grossed $150m over two weekends. • People came from around the world • Tickets sold out in 3 hours
  39. 39. PERSONAL TOURS People don’t want to just go somewhere anymore, they want to experience it with a local. • Side Story takes people ‘behind-the- scenes’ to locations not ordinarily open to the public. Side Story’s Karim is a urban art expert.
  40. 40. Airbnb’s Experience hosts have to qualify for: • unique access • participation • perspective You can hunt for truffles 
 on one Airbnb Experience.
  41. 41. EXTREME SPORTS More are taking part in extreme sports. • Marathons, ultra-marathons • Wing-suit flying • Parachuting • Obstacle course racing
  42. 42. PUNK EXPERIENCES People used to stand out by how they looked… Now they stand out from what they do. • Alcotraz serves prisoners cocktails Alcotraz, London
  43. 43. PUNK EXPERIENCES People used to stand out by how they looked… Now they stand out from what they do. • Alcotraz serves prisoners cocktails Alcotraz, London
  44. 44. PUNK EXPERIENCES People used to stand out by how they looked… Now they stand out from what they do. • Alcotraz serves prisoners cocktails Alcotraz, London
  45. 45. PUNK EXPERIENCES People used to stand out by how they looked… Now they stand out from what they do. • Alcotraz serves prisoners cocktails Alcotraz, London
  46. 46. TOUGH LUXE Tough guy challenges are the new luxury good. “It’s surprising how people with wealth are prepared to be uncomfortable for an experience others won't 'dare' to have…” Sophy Roberts, special correspondent, CN Traveler Learning to survive on Desert Island Survival
  47. 47. “When we don’t know what’s going to happen next, we pay more attention to the next. Uncertainty is our rocket ride into the now.” Steven Kotler, The Rise of Superman • Get Lost by Black Tomato • Unknown by Pelorus Get Lost by Black Tomato
  48. 48. ESCAPE ROOMS • 50-60% year-on-year growth • Second international escape room conference, Up The Game Escape Hunt
  49. 49. ESCAPE ROOMS • 50-60% year-on-year growth • First international escape room conference, Up The Game Escape Hunt
  50. 50. • Blurring of boundaries • Collaborations: in pubs, golf courses, museums, laser tag, bowling alleys • TV & movie links: Crystal Maze, Hunted Experience, Tomb Raider Source: Ken Ferguson, designer, Red Bull Escape Room World Championships
  51. 51. DIGITAL DETOX • 80% check their phones within 15 minutes of getting up Source: The Economist • Time Well Spent movement • “Forest bathing” emerging The 72 Hour Cabin, Henriksholm. 
 Photo: Jonas Ingman
  52. 52. VR JOURNEYS At a Epicurean Market in Singapore, visitors were transported to Scotland for a tour of the Glen Ord distillery.
  53. 53. IRL 2.0: IMMERSIVE, RESPONSIVE, LIVE “Ultratechnologists” in Tokyo created a 3,000- square-metre immersive installation. • wander as you like • every journey unique • responds to you teamLab’s DMM.Planets Art
  54. 54. The most effective VR experiences blend physical with virtual. • Mr Robot at Comic Con, San Diego • Westworld at Comic Con, NY A synthetic human greets experientialists to Westworld.
  55. 55. IMMERSIVE EXPERIENCES “What if you could essentially live the movie?” Fabien Riggal, founder, Secret Cinema Secret Cinema. Photo: Paul Cochrane
  56. 56. TRANSFORMATION ECONOMY Travel is evolving: • from fly-and-flop, • and find-and-seek, • to go-and-become.
  57. 57. ‘We’re now going beyond experiences to guiding transformations’ Joe Pine, author, The Experience Economy • Extraordinary Adventure Club • Transformative Travel Council • Transformation awards, eg at Pure Life Experiences
  58. 58. PSYCHEDELIC TRIPS People and researchers are using hallucinogens for wellbeing. • Ayahuasca tourism • Resurgence in research • Michael Pollan’s How to Change Your Mind: What the New Science of Psychedelics Teaches Us…  Image: Paolo Jales
  59. 59. “‘The mushroom teachers help us to see who we really are,’ says Mary. ‘They bring us back to our soul’s purpose for being here in this lifetime.’ By now I was inured to the New Age lingo…  I was in good hands, even when those hands were flapping a crow’s wing around my head.” Michael Pollan
  60. 60. TECH-DRIVEN TRANSFORMATION Data-driven fitness and fintech companies are in the business of transformation: • Nike+ • Monzo • Happy Money Happy Money app
  61. 61. TECH-DRIVEN TRANSFORMATION Data-driven fitness and fintech companies are in the business of transformation: • Nike+ • Monzo • Happy Money Carnival Corp’s Ocean Medallion
  62. 62. HOW MIGHT WE…
  63. 63. HOW MIGHT WE… HELP PEOPLE “GO AND BECOME”?
  64. 64. HOW MIGHT WE… ENABLE IMMERSIVE EXPERIENCES?
  65. 65. CHANGE 
 YOUR GUESTS Marriott offered “Transform with Marriott" workshops to teach guests about: • Finding your voice • The art of tidying • Clean sleeping Alcotraz, London
  66. 66. IMPORTANCE OF IMPERFECTION “The art of imperfect beauty is accepting the natural cycle of growth and decay. Using flawed and scarred materials and surfaces we’ve alluded to the enigma of time passing.” Armin Fischer, 
 Dreimeta Design Studio Design Hotels’ La Granja
  67. 67. HOW MIGHT WE… DESIGN FLOW?
  68. 68. DIGITAL DETOX DESIGN Villa Stéphanie in Baden-Baden takes digital detox seriously. • Rooms have an “internet kill switch” • A special coating on walls blocks 96% of surrounding Wi-Fi Villa Stéphanie’s “internet kill switch”
  69. 69. HOW MIGHT WE… CHALLENGE PEOPLE?
  70. 70. DESIGNING FLOW "We live to compete and compete to live…we believe that obstacles make us stronger.” Spartan Race • 1 Hotel South Beach in Miami has a “Spartan Gym” The Ace Hotel in London features a climbing wall by design firm Patternity.
  71. 71. “Travel is evolving, 
 from fly-and-flop, to find-and-seek, and go-and-become.”
  72. 72. CHANGING ROOMS CHANGING TIMES… WHAT THE EXPERIENCE ECONOMY MEANS FOR YOU
  73. 73. THE FUTURE IS HERE @JAMESWALLMAN / JAMES@THEFISH.CO

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