Category
World
Layered Getaways
Trend cluster
Category
Proximity
Escape
Brands are launching local vacations and curated experiences during COVID-19.
5.7
Trend score
Trend
What is the Proximity Escape trend?
Proximity Escape: 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
The consumer insight behind the Proximity Escape trend
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.
Trend themes
Themes within the Proximity Escape trend
Three behaviours holding the trend together01
Localized Travel Experiences
As a result of the COVID-19 pandemic, travel companies are offering special discounts, contests, and packages for unique experiences in travelers' vicinities, with a focus on wellness, comfort, and safety.
02
Flexible Travel Bookings
Travel companies are offering unlimited flight date changes and covering flight change fees up to 355 days in advance to make travel journeys more flexible and safe during an uncertain time.
03
Sustainability and Eco-Tourism
Due to consumer demand and growing concern for the environment, hotels and travel companies are developing innovative and eco-friendly solutions, such as car-powered hotels, to reduce their carbon footprint and promote sustainability in the industry.
Industry implications
What the Proximity Escape trend means for industry
Where the trend changes the playbookFor
Hospitality Industry
The hospitality industry can take advantage of the trend towards localized travel experiences by offering unique and exclusive packages that prioritize wellness, comfort, and safety for guests.
For
Travel Industry
Tourism boards and travel agencies can promote eco-tourism and sustainability initiatives to meet consumer demand and reduce the carbon footprint of travel.
For
Technology Industry
Technology companies can assist in offering flexible travel options by developing tools, software, and platforms that allow for easy and hassle-free booking and reservation changes.
Workshop question
How can your brand delight consumers with change during COVID-19?
Trend signals
Trend signals for Proximity Escape
Trend score 5.7 out of 10, from popularity 81%, activity 76%, freshness 13%.
Popularity81%
Activity76%
Freshness13%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Proximity Escape trend
6 featured examples from Aug 27, 2020 to Oct 20, 2022CategoryLuxury
Branded Car-Powered Hotels
Hyundai Opens Doors to World’s First Car-Powered Hotel
The hotel industry has an opportunity to differentiate itself by tapping into the trend of sustainable and environmentally conscious accommodations, which can include incorporatin…
CategoryWorld
Royal Staycation Caravans
The Royal Caravan Replicates the Queen's Buckingham Palace Residence
Offering unique and themed accommodation options, like the Royal Caravan, to attract local tourists during the staycation trend
CategoryWorld
Urban Hanging Hotels
Jeep's Renegade Motel Promotes a Sky-High Staycation
In the travel and tourism industry, promoting staycations and creating unique and adventurous accommodations can attract customers and increase brand awareness.
CategoryMarketing
Self-Quarantine Special Healthcare Packages
Mövenpick & Bangkok Hospital Focus on Comfort
Potential to collaborate with healthcare facilities to create specialized wellness experiences for guests in self-quarantine.
CategoryMarketing
Post-Covid Tourism Campaigns
Yolo County Debuts New Outreach Strategies for Post-Covid Travel
The travel and tourism industry can utilize these trends to create unique campaigns that entice travelers to come and explore a specific region.
CategoryWorld
Flexible Travel Bookings
Qantas' Flight Change Feature Makes Flying More Flexible during COVID-19
In the travel insurance industry, the flexible travel trend creates an opportunity for new policies that provide more comprehensive coverage for changes to flight arrangements and…
