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World Consumer Insights

Local Hospitality
New hotels are using local history and architecture to inspire their designs
Trend - As the boutique hotels market grows, new hotels are embracing local culture through design plans, local sourcing, and/or community collaborations. These hotels aim to facilitate more authentic local experiences, while maintaining the benefits of luxury travel for their guests.

Insight - The demand for authentic travel experiences continues to grow, and more consumers are traveling while aiming to reduce their impact on local communities and environments. As their values evolve, travelers who want authentic (but luxurious) experiences patron businesses that are clear about their local contributions--which is easily facilitated through design and sourcing.
Workshop Question - How could your brand take inspiration from its local community?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Nostalgic Stay
Hotels are opening with a focus on mid-century aesthetics for nostalgic appeal
Trend - Hotels in the United States are debuting retro-inspired aesthetics to offer mid-century nostalgia to patrons. These hotels leverage culture and history, without sacrificing modern comforts, to differentiate themselves from competitors, thus appealing to more senior patrons.

Insight - Individuals who frequently travel, be it for work or pleasure, are constantly tasked with finding comfortable and temporary living conditions. When traveling, these individuals often seek escapism and respite from their busy lives, gravitating towards those that resonate most with their interests, be it aesthetically or in terms of available amenities. In recognition of this, the U.S. hospitality industry is offering stays that prioritize escapism from daily stresses through nostalgia.
Workshop Question - How could your brand appeal to a wider consumer base by incorporating cultural and historical elements into its product or service?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pandan Dessert
Brands are launching ice cream made to replicate traditional pandan-based desserts
Trend - Ice cream manufacturers are drawing on the traditional Southeast Asian dishes made with pandan to inspire their recipes. These brands transform the original recipes with additional ingredients—such as coconut milk—that make them more fitting for the sweet, creamy flavor palates of ice cream.

Insight - Modern consumerism in Western countries has led to countless product, food, and flavor options. While many regional products have gained global popularity, some more traditional products face challenges in similarly expanding. However, Gen Z and millennial consumers in the West are continually searching for the next food trend to enjoy for themselves and share on social media. As such, brands are drawing inspiration from cultural roots to offer tried-and-true flavors to new consumers.
Workshop Question - How could your brand tap into its cultural roots to offer a unique product or service to global consumers?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Premium Amenity
Airlines enhance their premium offerings by gifting passengers luxury amenity kits
Trend - Airlines are now offering kits with high-quality travel essentials to passengers in premium cabins to enhance their in-flight experience. These kits include a selection of luxury items and travel necessities designed to make the flight more relaxing or comfortable.

Insight - High-income consumers seek an elevated experiences compared to standard or basic levels of service. These consumers want to feel as though their investments are justified--so they seek out brands that deliver elevated experiences, amenities or exclusive loyalty plans. Brands that can meet these expectations can build lasting relationships with high-income clients and ensure their continued loyalty.
Workshop Question - How can your brand provide premium experiences or add-ons to its customer base?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
EDC Condiment
Brands are launching portable condiment bottles for on-the-go flavoring
Trend - Companies are debuting everyday carry (EDC) condiments to enable consumers to add flavors to any meal or snack. These bottles are durable and hold less than 2oz of topping, so as not to add weight to the consumers' bags. These products are aimed at foodies who want to enhance regular meals.

Insight - For foodies and health-minded consumers, the ability to ensure food is both flavorful and healthy is paramount. The need for specific combinations between flavor and function, as well as the desire to share flavors with companions, leads many foodies to prepare their own meals rather than ordering food while away from home. Brands are recognizing this diverse set of desires and are responding by launching more convenient on-the-go solutions for flavor or nutrient enhancement.
Workshop Question - How could your brand adapt its food products to better address modern convenience culture?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Savory Croffle
Restaurants are offering hybrid croissant-waffle dishes for meals or snacks
Trend - Restaurants across North America and Europe are now incorporating Croffles into their menus. Croffles originated in South Korea and are a hybrid croissant-waffle, resulting in a flaky, light pastry that can be topped with ingredients and enjoyed as any meal or snack throughout the day.

Insight - Consumers in North American cities frequently enjoy trying cultural foods and types of food that are new to them, adding variety to their daily meals. As such, cultural snacks and dishes such as Crepes or Bubble Tea have rapidly become commonplace in North America. As a result of these consumers continually wanting new dishes for each meal throughout the day, popular multipurpose dishes from other countries, such as the South Korean Croffle, are gaining popularity in restaurants.
Workshop Question - How might your brand incorporate multipurpose dishes from different cultural cuisines to offer unique dining experiences to its customers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Overnight
Pop culture-inspired rentals provide consumers with unique short-term stays
Trend - Pop culture-themed rentals are being offered on select home rental platforms. These accommodations allow fans to immerse themselves in the world of their favorite movies, TV shows, or music by staying in settings reminiscent of aspects associated with beloved characters or celebrities.

Insight - Consumers who are enthusiastic about movies, shows, and celebrities, are drawn to media-themed accommodations as a way to experience unique amenities inspired by their favorite icons. To celebrate the release of a new season, movie, or album, super fans often go all-out and host watch parties with their friends and family at live venues. Media-themed rentals offer an alternative to standard hotels by providing guests with a unique and memorable experience tailored to their interests.
Workshop Question - How can your brand appeal to pop culture enthusiasts through branding and collaboration?
7.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Waste-Reduction Stay
Hotel chains collaborate with suppliers to reduce their waste
Trend - The hospitality industry is facing more pressure from both consumers and institutions to reduce its impact on the environment. One of the resulting changes has been hotel brands cutting down on food and plastic waste with refillable toiletries, recycled materials and food waste-monitoring.

Insight - The push towards sustainable business operations in hospitality has come as more consumers seek out travel experiences that don't require excessive environmental impact. Waste-reduction is especially beneficial for brands in hospitality because on top of showing prospective guests a commitment to the environment, hotel brands that prioritize waste-reduction are able to cut long-term operational costs.
Workshop Question - In what areas could your brand better showcase its commitment to sustainability?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Digital Stay
Hotel brands use digital immersions to elevate guest experience
Trend - Hotels are increasingly incorporating digital experiences to elevate guest stays,. Brands are offering experiences like AR dining, themed in-room voice assistants, contactless service and personalized playlists for guests' stays.

Insight - With much of today's consumers' lives having some type of digital integration, the next step is for brands to create experiences that offer the same immersive and personalized customer journey that customers' receive when shopping or browsing online. This is especially true in the hospitality space, where larger brands are having to address the growing competition from boutique hotels that travelers are turning to for more authentic local experiences.
Workshop Question - What digital experiences could your brand integrate into its customer journey?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Planned Microcation
Modern consumers are taking microcations to save time and money
Trend - Travel agencies are offering 'microcation' packages that include short-duration, event-packed getaways. These vacation are more affordable and are easier to plan than vacations, making them fit for customers of all ages. Microcations can also be taken in quick succession for versatility.

Insight - Each year, studies reflect that workers are taking fewer vacations and less off-time. This is due to rising costs of living, competitive workplaces, and scheduling constraints. As a result, many workers are gravitating toward microcations. These workers prefer microcations for the reduced cost, lowered environmental impact, the ease of slotting them into busy schedules, and the versatility of being able to take shorter vacations, but more frequently.
Workshop Question - How could your brand adjust its products or services knowing that the modern consumer takes less vacation time each year?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends