# Hybrid High Tea Co-branded events combine the classic tea service with product education. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jan 25, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/hybrid-high-tea ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 23, 2016 to Nov 28, 2017 - Published: Jan 25, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Hybrid High Tea trend ### Brand Activation Luxury brands leverage on high tea services to provide experiential learning opportunities that elevate product education sessions. ### Co-Branding Co-branding events that combine products and traditional past-times result in new experiences for target customers. ### 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. ## What the Hybrid High Tea trend means for industry ### For 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 for Hybrid High Tea Trend score 3.8 out of 10, from popularity 47%, activity 58%, freshness 8%. - Popularity: 47% - Activity: 58% - Freshness: 8% ## Examples of the Hybrid High Tea trend 4 featured examples from Jun 23, 2016 to Nov 28, 2017. - [Fragrance-Themed Tea Services](https://www.trendhunter.com/trends/diptyque-afternoon-tea): London's Hotel Café Royal is Now Hosting a Diptyque Afternoon Tea (Category: Luxury) Implication: Luxury hotels and restaurants can create exclusive fragrance-themed experiences that attract high-end customers and differentiate themselves from competitors. - [Jewelry-Themed High Tea Experiences](https://www.trendhunter.com/trends/high-tea-experience): The Peninsula Hotel Offers a Tiffany & Co. Tea Service (Category: Luxury) Implication: Hotels and resorts can incorporate luxury brand collaborations to enhance their food and beverage offerings, providing guests with an elevated and memorable dining experience. - [Beauty Branded Tea Parties](https://www.trendhunter.com/trends/british-tradition): Benefit Cosmetics Created an Activation Around a British Tradition (Category: Marketing) Implication: Opportunity for beauty brands to explore innovative brand activations that go beyond traditional makeup counters and stores. - [Cruise Ship Tea Parties](https://www.trendhunter.com/trends/disney-cruise-line): Disney Cruise Line's 'Royal Court Royal Tea' Features Iconic Characters (Category: Lifestyle) Implication: Creating immersive, fairy-tale themed experiences in hotels, resorts, and theme parks. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)