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Hip Hotels Consumer Insights

Proximity Escape
Brands are launching local vacations and curated experiences during COVID-19
Trend - As traveling has substantially subsided during the ongoing pandemic, brands in the travel and hotel industry are launching special discounts, contests, and offers for unique experiences in one's vicinity. With features focusing exclusively on wellness, these initiatives are boasting a short-term change of pace for an individual or a small group.

Insight - Due to the government's orders, pertaining to health and safety during the COVID-19 pandemic, many individuals have diligently cancelled all non-essential travel plans and remained socially distant at home. As time goes on, consumers are becoming more and more restless in their personal quarters, especially if they share a space with family or roommates. Recognizing that they need a change of pace, many individuals are opting-in for short escapes that are convenient, safe, and nearby.
Workshop Question - How can your brand delight consumers with change during COVID-19?
7.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Eclectic Overnight
P2P hospitality companies offer more unique, one-of-a-kind housing options
Trend - 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.

Insight - The growth of the hospitality space has coincided with the growing consumer desire for one-of-a-kind experiences. This desire is fueled by social media's influence on consumers–where the most visually interesting experiences and adventures are able to gain traction among peers. Thus, travel brands that are able to facilitate unique experiences for tourists are able to gain an advantage–particularly among younger demographics.
Workshop Question - How might you evolve your product or service experiences to be more memorable and unique? What alternative options could you provide?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Beer Hospitality
Beer brands expand into consumer lifestyle experiences with hospitality ventures
Trend - Beer brands are going beyond traditional activation experiences by offering highly coveted brand experiences that range from brewery hotels to beer-centric spas. As brands across industry categories look to expand on their presence in the everyday lives of consumers, they are taking cues from the luxury and hospitality industries to appeal to Millennial consumers.

Insight - Millennials are gravitating towards "experiences" as they see them as a life-long investment in their happiness and wellness. Brands are leveraging this interest by offering cross-over products and services that prioritize engaging, luxury experiences. These activations are particularly appealing to those who see these indulgences as a natural extension of their interests.
Workshop Question - How can you help your customers in their pursuit of "treating themselves" by expanding to offer branded hospitality initiatives?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bubbly Installation
Transparent domes are gaining popularity for their 360 degree views
Trend - Many brands across industries are leveraging transparent domes to enhance their retail spaces. Whether they're used as temporary attractions for pop-ups, or for dining experiences, these domes offer escapist atmospheres for those who visit them.

Insight - Consumers, particularly many Millennials and Gen Z, have grown to put a huge premium on the aesthetic appeal of the experiences they take part in. This shift in priorities has been hugely accelerated by the role of social media in their lives, and in particular, their need to appear impressive to their peers.
Workshop Question - How can your brand leverage a fad and transform it into an unforgettable experience?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Submerged Entertainment
Brands entice adventurous consumers with submerged events, exhibits & more
Trend - With today’s consumer constantly craving a fully immersive experience, brands are 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.

Insight - Consumer expectations around "experiential" activities are constantly growing as interactive, sensory engagement becomes more accessible. Furthermore, these experiences are often available from their homes for free. This creates a need for above-and-beyond out-of-home experiences.
Workshop Question - How can your brand transform a traditional event or activity into a completely new experience?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
HoteLeisure
Clothing lines take cues from the hospitality industry
Trend - 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.

Insight - Over the last ten years or so, travel has increasingly become an activity that consumers express themselves through and identify with, especially with regard to the luxurious elements of travel. With this has come a desire to bring in those elements of escapism and relaxation into one's daily life as a means of practicing wellness.
Workshop Question - What adjacent industries could your brand incorporate into a new product or service?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Hotel
Brands create custom overnight experiences for their consumers
Trend - Brands are not simply collaborating with those in the hospitality industry, but rather, they’re creating completely branded overnight experiences of their own. These branded hotels allow retailers to showcase their products and services while creating interactive environments.

Insight - As the ever-growing experience economy accelerates, many consumers—especially Millennials—place a premium on interactive experiences that are memorable, engaging, and immersive. This stems from a desire for more unique activations where individuals can socially interact with the brand and one another, facilitating a type of culture around experience and allowing consumers to feel more comfortable.
Workshop Question - How could you create a story or social experience around your products and services? How can you make it more of an event than merely a point of purchase?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wellness Wandering
Wellness-focused travel experiences are rebranded to reach a new generation
Implications - Millennials today are known for their preference to spend on experiences rather than products, and this has impacted and contributed to the popularity of travel among this generation. Layering onto this interest in exploring the world is millennials' interest in self-improvement, which has led to the creation of tailored travel experiences focused around providing a path to wellness as well as a chance to explore the world. This shift speaks to the ways in which wellness has the capacity to impact a huge variety of segments, and the ways in which companies can leverage that interest to create something more appealing to today's young adult consumer.
Workshop Question - What role does your company play in helping consumers become their best selves?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
AI Accommodation
Hotels integrate AI technology to offer guests a more streamlined stay
Implications - As consumers become more comfortable with artificial technology, its influence is becoming more prominent both in the home and beyond. In particular, it's being seen more often in spaces like hotels. Providing not only practical benefits of easily executing tasks, the integration of AI into hotels also gives this sector of the hospitality industry a competitive edge that home-sharing platforms likely can't keep up with to the same degree.
Workshop Question - How is your brand preparing to keep up with consumers' increased expectations when it comes to technology?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seamless Stay
Smart hotels implement learning technology to remember guest preferences
Implications - Taking a page out of the smart home book, hotels are integrating learning technology to adjust to consumer preferences for everything from check-in to room temperature. This makes for an easier, more customized, and ultimately more comfortable experience. This seamlessness minimizes the adjustment period most guests fall subject to when staying in a new place; the comfort implemented through this technique is both physical, and psychological.
Workshop Question - What could you add or tweak about your product or service to provide customers with a more comfortable experience?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends