Category
Lifestyle
Assisted Choices
Trend cluster
Category
Hybrid High
Tea
Co-branded events combine the classic tea service with product education.
3.8
Trend score
Trend
What is the Hybrid High Tea trend?
Hybrid High Tea: Elegant high tea services are incorporated into brand events in order to elevate product education sessions. This shift speaks to the new role of luxury brands as being experience-driven, while also proving that hands-on learning when it comes to product features is ideal choice when looking to simultaneously conflate a brand with particular lifestyle features.
Trend themes
Themes within the Hybrid High Tea trend
Three behaviours holding the trend together01
Brand Activation
Luxury brands leverage on high tea services to provide experiential learning opportunities that elevate product education sessions.
02
Co-Branding
Co-branding events that combine products and traditional past-times result in new experiences for target customers.
03
Fragrance-Inspired Menus
Fragrance brands and high-end hotels partner to offer sensory afternoon tea experiences that are inspired by the brand's signature scents.
Industry implications
What the Hybrid High Tea trend means for industry
Where the trend changes the playbookFor
Hospitality
Hotels and cruise ships innovate high tea menus and themes through partnerships with luxury brands and traditional services, creating new experiential packages for customers.
For
Beauty
Beauty brands leverage on the allure of high teas to promote their new product ranges, while teaching customers about their features and application techniques.
For
Luxury Retail
As luxury consumers seek more experiential opportunities, luxury retailers look towards offering unique brand activations and co-branding events to create new touchpoints with customers
Workshop question
What experiential service can you incorporate into product education sessions in order to play up the lifestyle element of your brand?
Trend signals
Trend signals for Hybrid High Tea
Trend score 3.8 out of 10, from popularity 47%, activity 58%, freshness 8%.
Popularity47%
Activity58%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Hybrid High Tea trend
4 featured examples from Jun 23, 2016 to Nov 28, 2017CategoryLuxury
Fragrance-Themed Tea Services
London's Hotel Café Royal is Now Hosting a Diptyque Afternoon Tea
Luxury hotels and restaurants can create exclusive fragrance-themed experiences that attract high-end customers and differentiate themselves from competitors.
CategoryLuxury
Jewelry-Themed High Tea Experiences
The Peninsula Hotel Offers a Tiffany & Co. Tea Service
Hotels and resorts can incorporate luxury brand collaborations to enhance their food and beverage offerings, providing guests with an elevated and memorable dining experience.
CategoryMarketing
Beauty Branded Tea Parties
Benefit Cosmetics Created an Activation Around a British Tradition
Opportunity for beauty brands to explore innovative brand activations that go beyond traditional makeup counters and stores.
CategoryLifestyle
Cruise Ship Tea Parties
Disney Cruise Line's 'Royal Court Royal Tea' Features Iconic Characters
Creating immersive, fairy-tale themed experiences in hotels, resorts, and theme parks.
