Less luxury is more as consumers search for a truly unique vacation
Implications - Increased dependence on technology and an addiction to material goods are making some consumers seek less luxurious alternatives when vacationing. Escaping their extensive digital media use and material possessions, these consumers are choosing rustic tourist attractions that boast a harsher realism, providing an experience that is more refreshing than daily extravagance.
Trend Themes
1. Eco-tourism - The hotel industry should focus on building eco-friendly hotels using recyclable materials and economical methods for their ventilation and air conditioning systems, in order to attract customers who are looking for environmentally conscious accommodations.
2. Budget-friendly - The hospitality industry should build budget-friendly lodgings, such as China's capsule hotels, for business travelers who are looking for low-cost, convenient, and functional places to stay.
3. Urban Minimalism - Hotel designs that are unconventional and break away from traditional norms such as the Das Park Hotel's sewer pipe rooms will provide travelers with an urban minimalist experience that is unique and will stand out in the market.
Industry Implications
1. Hospitality - The hospitality industry should prioritize eco-friendly accommodations, budget-friendly lodgings, and unconventional designs to cater to increasing patronage from travelers looking for low-cost, eco-conscious and unique experiences.
2. Tourism - The tourism industry should promote eco-tourism, offering holiday-goers unique and environmentally conscious vacation destinations that cater to their increased focus on sustainability and naturalism.
3. Architecture - The architecture industry can cater to the needs of current travelers looking for unconventional urban minimalist hostel designs; this can be done using recycled materials and unconventional designs that provide an atmosphere of escape while staying centrally located.
