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Client:
Prepared by:
Date:
Trend: De-Teching and digital detox
MyTravelResearch.com Premium Members
MyTravelResearch.com
February 2018
We are becoming increasingly exhausted by constant connectivity and an
‘always on’ mentality, consumers are looking to brands who can help them
to escape from the (real and virtual) noise. This could be by forcing them to
turn off devices or providing them with an urban oasis.
The Travel Industry is well placed to action this trend
https://premium.trendwatching.com/trend/unplugged/
Food for thought
About 84% of users
take their
smartphone
wherever they go.
71 % never have time
out from their device
by turning it off.
68% say they check
their phone within 15
minutes of waking up
in the morning.
87% of millenials
always have their
smartphone at their
side, day, and night.
We check our
phones 150 times a
day.
We spend 177
minutes on our
phones per day.
30% are willing to
admit that they
actually get “anxious”
when they don’t have
their phone on them.
91% of users of them
turn to their phones
for ideas in the
middle of a task.
88% of Australians
research hotels
MORE online than
they do offline.
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf
http://www.news.com.au/technology/gadgets/telstra-smartphone-and-tablet-index-reveals-australians-are-addicted-to-smartphones/story-fn6vihic-1227078120633
The Google Consumer Barometer Survey 2014 / 2015 – Australian base
Hyper-teching/De-teching (1)
• Smartphones have made technology universal,
and in its Connected Traveller report, Amadeus
quotes research by iSuppli Corp estimating 5
billion wireless subscriptions globally in 2010,
and estimated it would have reached 6 billion by
2014.
• The internet and devices such as this, as well as
products such as Siri and Google Now have
shifted our relationships with technology. We
are estimated to touch our mobile phone more
than 150 times per day.
• In addition to this is the Internet of Things (IoT)
and apps/bots which can curate experiences.
• The result is a sense of Hyper-teching (called
UbiTech by Trendwatching) – the idea that
technology is ever present in our lives and that
we depend on multiple sources of data.
http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf
http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10
Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
We are constantly on!
Hyper-teching/De-teching (2)
• Including the tourism and hospitality sector,
products and services in many categories are
responding to this trend, particularly at the
luxury end, such as the Museum of Old and New
Art (MONA) Pavilions, who are using technology
for everything from art to state of the art
entertainment, all managed from a single point.
• The trend reaches children.
• According to Common Sense Media, three
quarters of American children under eight have
access to a smartphone or tablet, and a poll
conducted by Vodafone of parents in the United
Kingdom determined that 93% of them allow
their children to use their smartphone and
tablets.
• This means that Gen Z children and ‘Alpha’
generation kids expect this universal availability
of technology.
http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf
http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10
Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
Hyper-teching/De-teching (3)
• The impact of continued technological exposure and increased stress is also recognised, however, and ‘de-
teching,’ or voluntarily detaching, in whole or in part, from technology devices, is being undertaken.
• This digital detoxing (linking it to health and wellness trends) may be short term, i.e there are apps available
to block or check use of social media. Longer term de-teching has been embraced by the hospitality industry:
– At Villa Stephanie in Germany, guests can shut down all devices with the flick of a switch, as noted by
Trendwatching.
– A new Westin package for its Hilton Head Island property in South Carolina invites guests to surrender
mobile devices and car keys at check-in and enjoy exploring with an “unplugged survival kit,” including
maps of the island, as noted by JWT.
• .
Hyper-teching/De-teching (4)
• Ironically, many of the methods
to de-tech are themselves
technology-based.
• As far as consumers are
concerned, there is a difference
between consensual and forced
de-teching.
• Although currently more
pronounced in Western markets,
this trend is worldwide.
http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf
http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10
Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
Page 9
Why are we de-teching?
Urban Sprawl
• Cramped spaces,
• Crowds,
• Noise
• and pollution – worldwide,
• ‘citysumers- face a daily battle
against their urban environment.
• And as more and more people
pour in, there’s little chance
these conditions will improve.
https://premium.trendwatching.com/trend/unplugged/
Page 10
Why are we de-teching?
Life overload
• Hectic schedules,
• Endless emails,
• Always on-call
• Overwhelmed consumers are
subjected to increasingly stressful
lifestyles.
• Many crave moments of peace
and solitude or seek a return to a
simpler time.
https://premium.trendwatching.com/trend/unplugged/
Can your travel product, service or
destination deliver this?
Page 11
Why are we de-teching?
The Digital Shadow
• Increasingly informed about how
digital addictions (from Facebook
to Candy Crush) are affecting
their physical and mental
wellbeing – and despite their best
intentions – consumers can’t
break the habit
https://premium.trendwatching.com/trend/unplugged/
Page 12
Insight to action
Unplugged and rewarded
• ‘Digital detoxing’ is not a fad.
• A growing number of individuals would truly
benefit from a break.
• To enforce digital detachment, perhaps you
could offer incentives currencies of change for
compliance
– In the form of value-add, deals
• Currencies of Change is a trend that will delight
consumers twice over: the joy at saving (or
making extra) money and getting one sweet
step closer to one’s BETTERMENT goals.
• While consumers will embrace cold hard cash
savings, don’t forget to also allow them to flaunt
their achievements online. Think ‘and’ not ‘or’
when it comes to pairing social rewards with
financial incentives.
• Detox packages
• Low season incentives
• Partner with local Yoga schools,
gyms, personal trainers
• Meditation
• Offer a safe for their devices
https://premium.trendwatching.com/trend/unplugged/
“Show us a consumer who isn’t trying to improve their lifestyle (or on some level aware of the need
to). But a very real blend of high costs, oh-so-human inertia and inconvenience mean action is often
lacking. Which is why brands that return to a tried and tested route – discounts and deals – will be
welcomed with open arms”. Trendwatching 2017 about “Currencies of Change” Trend
What you can do
Page 13
Insight to action
Brief respite
• Despite the downsides of tech-
powered urban living, most
consumers won’t give up on the
benefits.
• As full-time fixes aren’t possible,
offer solutions (a rooftop green
area, a no wifi zone) that allow
urbanites to temporarily unplug,
albeit briefly.
• Weekends away
• Short breaks
https://premium.trendwatching.com/trend/unplugged/
What you can do
Page 14
Insight to action
Work to unwind
• Consider long-term programs that
exchange FaceTime for face-to-
face time.
• Think community initiatives,
volunteer schemes and clean-up
drives that put participants’
newfound free time to good use
• Voluntourism
• Immersive experiences
• Family facetime
– exchange FaceTime for face-
to-face time.
https://premium.trendwatching.com/trend/unplugged/
What you can do
Page 15
https://premium.trendwatching.com/trend/unplugged/
Page 16
https://premium.trendwatching.com/trend/unplugged/
Page 17
https://premium.trendwatching.com/trend/unplugged/
Page 18
https://premium.trendwatching.com/trend/unplugged/
Page 19
Disclaimer: Please note that the information and data contained in this update has
been prepared for the specific purpose of addressing the items for the research
between MyTravelResearch.com Pty Ltd and Premium MyTravelResearch.com
members
It may not be suitable for other applications. The use of this data for any other purpose
should be discussed with the lead author. MyTravelResearch.com accepts no
responsibility for unauthorised use of this data by a third party.
© MyTravelResearch.com® 2017

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How the travel industry can help us detech

  • 1. Disclaimer: © MyTravelResearch.com® 2017 Client: Prepared by: Date: Trend: De-Teching and digital detox MyTravelResearch.com Premium Members MyTravelResearch.com February 2018
  • 2. We are becoming increasingly exhausted by constant connectivity and an ‘always on’ mentality, consumers are looking to brands who can help them to escape from the (real and virtual) noise. This could be by forcing them to turn off devices or providing them with an urban oasis. The Travel Industry is well placed to action this trend https://premium.trendwatching.com/trend/unplugged/
  • 3.
  • 4. Food for thought About 84% of users take their smartphone wherever they go. 71 % never have time out from their device by turning it off. 68% say they check their phone within 15 minutes of waking up in the morning. 87% of millenials always have their smartphone at their side, day, and night. We check our phones 150 times a day. We spend 177 minutes on our phones per day. 30% are willing to admit that they actually get “anxious” when they don’t have their phone on them. 91% of users of them turn to their phones for ideas in the middle of a task. 88% of Australians research hotels MORE online than they do offline. https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf http://www.news.com.au/technology/gadgets/telstra-smartphone-and-tablet-index-reveals-australians-are-addicted-to-smartphones/story-fn6vihic-1227078120633 The Google Consumer Barometer Survey 2014 / 2015 – Australian base
  • 5. Hyper-teching/De-teching (1) • Smartphones have made technology universal, and in its Connected Traveller report, Amadeus quotes research by iSuppli Corp estimating 5 billion wireless subscriptions globally in 2010, and estimated it would have reached 6 billion by 2014. • The internet and devices such as this, as well as products such as Siri and Google Now have shifted our relationships with technology. We are estimated to touch our mobile phone more than 150 times per day. • In addition to this is the Internet of Things (IoT) and apps/bots which can curate experiences. • The result is a sense of Hyper-teching (called UbiTech by Trendwatching) – the idea that technology is ever present in our lives and that we depend on multiple sources of data. http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10 Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences We are constantly on!
  • 6. Hyper-teching/De-teching (2) • Including the tourism and hospitality sector, products and services in many categories are responding to this trend, particularly at the luxury end, such as the Museum of Old and New Art (MONA) Pavilions, who are using technology for everything from art to state of the art entertainment, all managed from a single point. • The trend reaches children. • According to Common Sense Media, three quarters of American children under eight have access to a smartphone or tablet, and a poll conducted by Vodafone of parents in the United Kingdom determined that 93% of them allow their children to use their smartphone and tablets. • This means that Gen Z children and ‘Alpha’ generation kids expect this universal availability of technology. http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10 Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
  • 7. Hyper-teching/De-teching (3) • The impact of continued technological exposure and increased stress is also recognised, however, and ‘de- teching,’ or voluntarily detaching, in whole or in part, from technology devices, is being undertaken. • This digital detoxing (linking it to health and wellness trends) may be short term, i.e there are apps available to block or check use of social media. Longer term de-teching has been embraced by the hospitality industry: – At Villa Stephanie in Germany, guests can shut down all devices with the flick of a switch, as noted by Trendwatching. – A new Westin package for its Hilton Head Island property in South Carolina invites guests to surrender mobile devices and car keys at check-in and enjoy exploring with an “unplugged survival kit,” including maps of the island, as noted by JWT. • .
  • 8. Hyper-teching/De-teching (4) • Ironically, many of the methods to de-tech are themselves technology-based. • As far as consumers are concerned, there is a difference between consensual and forced de-teching. • Although currently more pronounced in Western markets, this trend is worldwide. http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10 Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
  • 9. Page 9 Why are we de-teching? Urban Sprawl • Cramped spaces, • Crowds, • Noise • and pollution – worldwide, • ‘citysumers- face a daily battle against their urban environment. • And as more and more people pour in, there’s little chance these conditions will improve. https://premium.trendwatching.com/trend/unplugged/
  • 10. Page 10 Why are we de-teching? Life overload • Hectic schedules, • Endless emails, • Always on-call • Overwhelmed consumers are subjected to increasingly stressful lifestyles. • Many crave moments of peace and solitude or seek a return to a simpler time. https://premium.trendwatching.com/trend/unplugged/ Can your travel product, service or destination deliver this?
  • 11. Page 11 Why are we de-teching? The Digital Shadow • Increasingly informed about how digital addictions (from Facebook to Candy Crush) are affecting their physical and mental wellbeing – and despite their best intentions – consumers can’t break the habit https://premium.trendwatching.com/trend/unplugged/
  • 12. Page 12 Insight to action Unplugged and rewarded • ‘Digital detoxing’ is not a fad. • A growing number of individuals would truly benefit from a break. • To enforce digital detachment, perhaps you could offer incentives currencies of change for compliance – In the form of value-add, deals • Currencies of Change is a trend that will delight consumers twice over: the joy at saving (or making extra) money and getting one sweet step closer to one’s BETTERMENT goals. • While consumers will embrace cold hard cash savings, don’t forget to also allow them to flaunt their achievements online. Think ‘and’ not ‘or’ when it comes to pairing social rewards with financial incentives. • Detox packages • Low season incentives • Partner with local Yoga schools, gyms, personal trainers • Meditation • Offer a safe for their devices https://premium.trendwatching.com/trend/unplugged/ “Show us a consumer who isn’t trying to improve their lifestyle (or on some level aware of the need to). But a very real blend of high costs, oh-so-human inertia and inconvenience mean action is often lacking. Which is why brands that return to a tried and tested route – discounts and deals – will be welcomed with open arms”. Trendwatching 2017 about “Currencies of Change” Trend What you can do
  • 13. Page 13 Insight to action Brief respite • Despite the downsides of tech- powered urban living, most consumers won’t give up on the benefits. • As full-time fixes aren’t possible, offer solutions (a rooftop green area, a no wifi zone) that allow urbanites to temporarily unplug, albeit briefly. • Weekends away • Short breaks https://premium.trendwatching.com/trend/unplugged/ What you can do
  • 14. Page 14 Insight to action Work to unwind • Consider long-term programs that exchange FaceTime for face-to- face time. • Think community initiatives, volunteer schemes and clean-up drives that put participants’ newfound free time to good use • Voluntourism • Immersive experiences • Family facetime – exchange FaceTime for face- to-face time. https://premium.trendwatching.com/trend/unplugged/ What you can do
  • 19. Page 19 Disclaimer: Please note that the information and data contained in this update has been prepared for the specific purpose of addressing the items for the research between MyTravelResearch.com Pty Ltd and Premium MyTravelResearch.com members It may not be suitable for other applications. The use of this data for any other purpose should be discussed with the lead author. MyTravelResearch.com accepts no responsibility for unauthorised use of this data by a third party. © MyTravelResearch.com® 2017