Consumer Insights > World

Implications - With today’s consumer constantly craving a fully immersive experience, brands have taken this to a literal level by offering nontraditional, underwater activities. Ranging from underwater bars and scuba parties to submerged art exhibits, consumers are being surprised and delighted with all-new experiential offers. This new form of engagement helps brands leave a lasting impression in the hopes for frequent consumer visits.

Homework Question - How can your brand transform a traditional event or activity into a completely new experience? [More]

Implications - Hotels are prioritizing gamification in many forms–whether that's in the theme of the rooms they offer, in their loyalty programs, or in additional elements they offer throughout their customers' journeys. This shift comes as the hotel industry is required to step up its experiential offerings as it competes with ever-expanding homestay competitors.

Homework Question - Conceptualize a gamified experience for your customer. [More]

Implications - Offering greater value in the increasingly competitive hospitality market, hotels are turning to cultural and artistic touches in order to attract the attention of travelers. By pivoting to experiences that businesses like home-shares can't easily replicate, these businesses protect themselves while helping to develop their brands.

Homework Question - What's one thing your brand can do that its competitors cannot replicate? How could you capitalize on that difference? [More]

Implications - The use of biometrics in the travel industry is no longer restricted to airport security, with a wide range of brands now adopting biometric means of authentication in order to enhance security, allow access, or provide information to travelers. As consumers become more aware of the various ways in which their security may be at risk while traveling, such features are able to put more cautious customers at ease.

Homework Question - Where could your brand adopt biometric security functions? [More]

Implications - Airlines are increasingly prioritizing more engaging or productive means of passing time for their passengers by prioritizing on-flight experiences like meditation programs or educational platforms. Such initiatives appease consumers frustrated with the process of flying by offering environments that make them feel as though they're gaining something from their time and money spent.

Homework Question - How could your brand find alternative ways to engage its customer? [More]

Implications - The lack of digital payment infrastructure that extends to small and micro businesses is a significant challenge for businesses operating in primarily cash economies. In an effort to combat this, an increasing number of payment technology providers are establishing merchant-centric benefits ranging from loyalty programs to cost-free implementation processes. These offerings help move businesses out of a cash economy and away from potential risk.

Homework Question - How has a move toward more digitized payment processes impacted your organization? [More]

Implications - As part of unique promotional campaigns, some brands are exchanging healthy habits and experiences for their services--seen in everything from step-exchanging pop-ups to travel memory point systems. These campaigns appeal to consumers by giving them more incentive to create and maintain healthy wellness-related habits.

Homework Question - Conceptualize an alternative form of currency your brand could incorporate into its next promotional campaign. [More]

Implications - Brands are targeting personalized apps to a niche but prevalent group of consumers – backpackers. With apps that include everything from geographic education to backpacker-specific blogging platforms, the focus on this group reveals opportunities for brands to both steer and empower those who have more divergent lifestyle habits than the average consumer.

Homework Question - Consider a niche consumer segment that your brand could target specifically. [More]

Implications - Moving beyond just food products, veganism is expanding into broader lifestyle categories to satiate those looking for more health-minded products and services. Infiltrating categories like hospitality, fitness and even household goods, brands are utilizing vegan practices to better adhere to those sustainable practices and cater to those looking for more mindful products. These examples speak to the broader adoption of health and wellness trends, but also a sense of ethical practices in typically unrelated categories.

Homework Question - What can your brand or business do to better communicate concerns over sustainable and ethical consumption habits? [More]

Implications - As the desire for travel and the appeal of escapism continues to rise, fashion brands react with hotel-themed apparel. Whether creating cozy pieces that encourage staycations or presenting luxe lines to reflect 5-star resorts, this new fashion wave targets individuals and families alike. This latest fashion movement showcases how brands from any industry can gain inspiration from many adjacent markets.

Homework Question - What adjacent industries could your brand incorporate into a new product or service? [More]