World Consumer Insights

Trend - Eco-friendly luggage is on the rise as consumers look to reduce their environmental impact, even in investment pieces. Made from recycled materials and long-lasting, these luggage pieces offer consumers peace of mind in their purchase decisions.

Insight - As the consequences of climate change become more observable to the average consumer, changing personal habits to mitigate it has become top of mind. Travel is one industry where consumers contribute to environmental issues and they’re becoming increasingly wary of this fact. Thus, they’re opting for more sustainable travel options, in both micro and macro ways, in order to lessen some of their impact.

Trend - Special features are introduced to the train experience as consumers exhibit a preference for traveling by ground. Whether that be for reasons of affordability or sustainability, these features enhance the experience through luxury add-ons or tweaks to efficiency.

Insight - Consumers, especially Millenials and Gen Zers, are conscious about their carbon footprint and many have made it their mission to minimizing their impact on the planet. As individuals in these global generations place emphasis on travel as a way of experiencing and gaining knowledge about different cultures, they look for ways to get the most out of their time abroad, while also being mindful of the environment. As a result, Millenials and Gen Zers tend to pay more attention to slow travel options.

Trend - Companies are implementing 5G connectivity on a smaller scale to exhibit its impressive features. The 5G network enables new possibilities for mixed-reality technology and the Internet of Things. Since it is expected to handle 1,000x more traffic than its predecessor and is 10x faster, the innovation carries implications for usability. As newer tech is expected to carry over to 5G, brands are trying to stay ahead of the curve.

Insight - Globally, consumers use the Internet for work, entertainment, socializing, and other daily activities. The influx of more users entails slower service, yet the demand for hyper-connectivity is growing as everything becomes digitized. The deployment of new networks for operation can be disorienting for consumers who are not intimately familiar with the tech world, hence, enabling the innovation on a smaller scale allows individuals to become gradually aware of the innovation and thus, more accepting of it.

Trend - Developers are utilizing data and analytics to identify areas that are dangerous for health, social or political reasons. The technology is available to consumers through mobile applications, making it convenient to use in real-time and on-the-go.

Insight - Political climates, ecological crises, and epidemics can entail unpredictable threats. To counter the fear of the unknown, consumers look for ways to alleviate stress on-demand through an overview of danger areas in the vicinity. This ties into the desire of being informed and organized in the face of danger, allowing individuals to take preventative measures on-the-go and ease unfounded concern.

Trend - In a bid to elevate the in-flight experience and delight passengers during long and exhausting flights, airlines are experimenting with in-flight meal presentations. Whether it be through design, sustainability or for the sake of comfort, the service becomes more enriched than its predecessor.

Insight - Consumers are interested in elevated experiences that go against the status quo. On one hand, a refined presentation of products and services allows many to feel special and glamorous. This feeling is an indulgence as high-end goods are not accessible to everyone. On the other hand, breaking from tradition and embracing a more modern approach to goods and services is beneficial as consumers look for opportunities to try something refreshing.

Implications - For many novelty-driven consumers who use the products they buy as conversation-starters or as a way to differentiate themselves, few products are more exciting than those created in outer space. While the ability for mass space travel is still years away, consumer goods made partially or fully in space (be it a cookie or a pair of boots) satiate shoppers looking to indulge their sense of individuality.

Trend - Yerba mate has traditionally been consumed as a tea in South America, but today packaged beverage brands in North America are leaning into the herb as a healthful flavor option. This speaks to the desire North American consumers have to experiment with wellness solutions from around the world.

Insight - As North America expands in diversity, global influences in the region can be observed in everything from art and design to cuisine. The impact of globalization on consumers is a deeper appreciation for products and services that were once unfamiliar to them, and they now expect that brands are well-aligned with their increasingly diverse and nuanced preferences.

Implications - Seeking to create more personalized overnight experiences, P2P hotel rentals like Airbnb are expanding their options to include unique, outside-the-box options for guests looking for something a little bit different. Moving beyond just minimalist aesthetics and high-end decor, alternative options are emerging that speak to more kitschy, non-typical overnight stays - where travelers have the chance to sleep cliff-side in a hanging tent to a curated experience and stay at the infamous Louvre museum in Paris. These unusual, and sometimes adventurous, P2P hospitality options not only offer more choice for consumers, but they also speak to the willingness of consumers to try something new or outside their comfort zone, all in efforts to achieve more memorable moments.

Implications - Hotel brands are creating the image of luxury with the adoption of minimalism in design, but maintaining relatively affordable pricing for their rooms. As consumers seek out distinct luxe experiences–including in travel–hospitality brands are having to match their preferences in a way that doesn't isolate those who cannot afford extravagant luxury vacations.

Implications - Going beyond health and fitness experiences alone, more and more travelers today are being drawn to retreats and travel opportunities that specifically foster personal growth. Typically building in methods like meditation and "circles" that are growing in popularity within and outside of travel, these experiences speak to a growing and deepening interest in self-mastery.