World Consumer Insights

Trend - Global sport programming is driving the rise of live match coverage paired with curated experience packages. Large-scale screenings, themed dining and bundled stays with in-room viewing and exclusive amenities are positioning properties as immersive, event-driven hubs.

Insight - Mobile, experience-driven travelers attending or following global sporting events are seeking more than accommodation; prioritizing shared, real-time engagement with the event as many face overcrowded public venues, fragmented viewing access and a lack of cohesive experiences that balance social energy with comfort. In response, the integration of tournament coverage and experiential packages, can address the need for convenience, immersion and controlled environments.

Trend - Travel companies are introducing female-focused adventures that prioritize women-led experiences, including itineraries guided by local female experts and culturally immersive journeys centered on women’s perspectives and leadership.

Insight - As more women influence travel decisions and seek meaningful experiences, demand is growing for journeys that feel intentional and enriching. Female expeditions respond to this by offering deeper cultural engagement and a stronger sense of ease and belonging, moving beyond passive tourism toward more thoughtful travel. As such, this shift reflects a broader preference for experiences that align with personal values and deliver lasting significance.

Trend - Artisanal pizzerias and CPG brands are launching pizzas with matcha‑infused dough, matcha‑butter glazes, and toppings like sweetened ricotta, sesame, yuzu and roasted mushrooms; products emphasize visual contrast, layered umami, and premium provenance, and to drive social buzz.

Insight - Many diners want novel, shareable flavors that remain approachable; they seek ingredients with clear provenance and health?adjacent cues but avoid extremes, as food is still primarily used for comfort. Brands responded to this desire by adding matcha to pizza subtly, such as infusing it into crusts, or light glazes so customers get visual novelty and gentle bitterness without abandoning familiar pizza comfort, enabling premium pricing and social buzz and creating long-term customers.

Trend - Tour operators are rolling out travel products that steer travelers away from marquee hotspots and toward lesser-visited places. This includes “mystery” itineraries with undisclosed destinations, curated “Not Hot” destination lists, and packaged tours built around secondary cities, rural regions, and lesser-traveled routes (e.g., Japan’s Japanese Alps and Shikoku).

Insight - In a busy world marked by rising costs and limited time, travelers are still seeking escape—but with a growing desire to avoid tourist traps and engage meaningfully with living cultures. Avoiding the mainstream has become less about signaling status and more about maximizing return on time, money, and personal energy. This shift reflects a broader response to the excesses of mass tourism, reframing alternative destinations as intentional choices.

Implications - The concept that all publicity is good publicity may have been the notion behind some of Beijing’s Olympic campaigns. Viral headlines before the games pertained to religious protest, smog attacks, nudity and other scandals. These shock stories added up to Beijing being the most publicized Olympics of all time.

Implications - In 2008, Brad Pitt and Angelina Jolie were the most publicized couple in Hollywood, leading to a $20 million incentive for the first photograph of their babies. This points toward the trend of celebrity by ménage. The next wave of celebrity babies and children will inspire new trends.

Implications - Even when all inhibitions have been removed, environmentally-conscious club goers still like to know they are participating in sustainable partying. Eco-friendly nightclubs appeal to those who deeply value green practices, and to those wanting to appear environmentally proactive and “eco chic.”

Implications - More people are showing a desire to commune with nature and experience raw wilderness, yet are unable to detach themselves from technology and other urban luxuries. To build on last year’s Glamping feature, we add new innovations like canned fast food and outdoor excursion-ready shampoo.

Implications - With climate change leaving the planet in environmental disarray, people are seeking escapes from the weather more than ever. This desire to get away was projected on fashion collections which used tropical imagery, inspired by paradises like lush jungles and pirate-inhabited beaches.

Implications - Sweden is a country clearly on the forefront of hip innovations, the country’s prestigious design portfolio spanning various industries. Aside from home design (Ikea) and internationally reknowned fashion (H&M), Sweden is being recognized for cutting-edge architecture and unique product design.