# Standardized Hospitality Airport services are held to mainland consumer standards. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Dec 1, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/standardized-hospitality ## Key Figures - Trend score: 3.7/10 - Evidence articles: 5 ## What is the Standardized Hospitality trend? **Standardized Hospitality:** Increased access to affordable air travel has caused consumers to raise their standards when it comes to the products and services offered at airports. No longer an excuse to compromise diet or abandon preferences, airport restaurant, retail and entertainment services are now being designed to measure up to the expectation of their mainland equivalents. This shift speaks to the new accessibility of air travel and the need for contemporary terminals to offer experiences that mirror real-life, all the while making the travel process feel as natural and unobtrusive as possible. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 21, 2015 to Jan 19, 2017 - Published: Dec 1, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Standardized Hospitality trend ### Airport Experience Upgrade Increased accessibility to air travel has caused consumers to demand better products and services in airports, leading to innovations such as surf competitions, farm-to-flight markets, and market-styled airport designs. ### Experiential Retail Airports are turning into experiential retail spaces by offering unique and immersive displays of local and imported products to help travelers optimize their airport dwell time. ### Airport-Induced Socialization Airport-induced socialization is on the rise with the creation of shared buffets and pop-up ice rinks, which stimulate bonding and camaraderie among solo travelers. ## What the Standardized Hospitality trend means for industry ### For Hospitality The travel industry must increasingly enhance airport experiences to respond to travelers’ demand for better products and services. ### For Retail Experiential marketing is becoming a new norm that is transforming how retail brands approach and appeal to consumers at airports. ### For Entertainment Providing entertainment services like movie screenings and surfing competitions at airports helps consumers enjoy their airport dwell time and introduces a new marketing channel for brands. ## Workshop question How could you exceed consumers' expectations when it comes to your industry? ## Trend signals for Standardized Hospitality Trend score 3.7 out of 10, from popularity 52%, activity 50%, freshness 8%. - Popularity: 52% - Activity: 50% - Freshness: 8% ## Examples of the Standardized Hospitality trend 5 featured examples from Oct 21, 2015 to Jan 19, 2017. - [Airport Shopping Markets](https://www.trendhunter.com/trends/airport-market): This Conceptual Airport Market Focuses on Experiential Dining (Category: World) Implication: Implementing the airport market concept to enhance the shopping experience for travelers. - [Airport Pop-Up Ice Rinks](https://www.trendhunter.com/trends/popup-ice-rink): Denver International Airport Opened a Free Ice Rink During the Holidays (Category: Marketing) Implication: Travel and tourism companies can differentiate themselves and enhance their customers' experiences by offering unique entertainment options at their locations. - [Farm-to-Flight Airport Markets](https://www.trendhunter.com/trends/napa-farms): The Napa Farms Market is a Local Food Vendor at SFO (Category: World) Implication: Creating farm-to-flight markets and gourmet grocery stores in airports to provide fresh, locally-sourced products to travelers. - [Airport Terminal Surfing Competitions](https://www.trendhunter.com/trends/surf-style): Surf & Style is an Annual Surf Competition at Munich Airport (Category: World) Implication: The success of Surf & Style at Munich Airport suggests opportunities for brands to leverage airport spaces for retail and activation events. - [Shared Airport Buffets](https://www.trendhunter.com/trends/alone-in-the-airport): KLM's 'Bonding Buffet' Connects Travelers Who are Alone in the Airport (Category: Marketing) Implication: The travel and hospitality industry can leverage shared airport experiences to enhance customer satisfaction and foster a sense of community among travelers. ## 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 Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)