The document discusses trends influencing tourism in 2014. The top trends identified are wellness, connectivity, individualism, safety, and nostalgia. Examples of "cool" tourism products and initiatives are provided relating to these trends, such as an app offering free internet in Japan in exchange for sharing travel photos, canned fish packaging featuring city histories, and a WestJet airline Christmas miracle video. The tourism industry is advised to focus on wellness, use connectivity and nostalgia to advertise destinations, and provide opportunities for travelers to take experiences home with them.

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Trends & Cool Hunting
Tourism Trends 2014

2. Please prepare for
take-off

3. Topics of our age
What trends are influencing tourism?
Wellness
Wellness
Compassion
Customizing
Credibility
Connectivity
Crisis
Fear
Safety
Individualism
Nostalgia
Ephemeral
Spirituality
Connectivity
Desire of feeling and being togerther.
Individualism
Acceptance
Sustainability
Activism
It is a lifestyle that includes health, fitness
and wealthyness.
Being able to do things by yourself while
having fun.
Safety
It is a feeling of being secure in any
enviroment.
Nostalgia
The essence that reminds you of the past.

4. Research
Holiday trips of residents (aged 15 years or more), 2012
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In 2012, there were over 534.17 million international
tourist arrivals to Europe, an increase of 3.4% over 2011.
International tourism receipts grew to US$1.07 trillion
(€837 billion) in 2012, corresponding to an increase in
real terms of 4.0% from 2011.
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EU policies to support the development in the tourism
sector.
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Rolf Freitag, president of IPK International, said: ”Without
a doubt travelling continues to be a global mega-trend.
Already today, one-third of the human race is travelling.”
Why the tourism industry needs to take the human rights
approach.
Arnaud Bertrand, CEO, HouseTrip “The future of
peer-to-peer holiday rentals really depends on legislation,
but I believe that there are very good prospects. Hosts
earn extra money for their pocket and guests get more
value from their travel dollar, so it is an attractive proposition.”
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5. Research insights
The amount of trips does not depend directly on the economical situation of
the country.
Tourism industry is growing in people travelling and people spending and
travelling has become a mega-trend.
Goverments are giving a lot of importants to the tourism industry.
New ways of travelling might be affected because of country’s legislations.
Tourism industry is growing but at the same time employee rights are not
protected.

6. Cool Hunting
Post from Japan
What it is
It is an application that allows users to get free internet
credits/minutes by sharing photos and experiences
about Japan.
Why is it cool
Related trends
Connects people. Takes advantage of those connections
to improve a country’s image (brand), and uses the need
for internet that foreign people experience while they are in
a country with such a different culture.
Connectivity; Love the city
Source
http://vimeo.com/36166880

7. Cool Hunting
Miss Can
What it is
Repackaging of an old product (canned fish) combined with
a country’s history, culture and experience.
Related trends
Why is it cool
Design; Love the city
Allows buyers to remember and learn about a city they
visited in a fun and entertaining way. This idea blends your
past experiences with the modernity of the design resulting
in a tribute to the culture.
Source
https://www.facebook.com/misscanproducts
/photos/pb.571041896275162.2207520000.1392287369./
639641712748513/?type=3&theater

8. Cool Hunting
Sprout Pencil
What it is
A pencil that, after being used, can be planted. It is a sustainably grown cedar pencil with a water-activated seed
capsule at its tip.
Why is it cool
Related trends
It is an eco-friendly product that allows consumers to own a
living thing that can represent a memory. It also contradicts
the mentality of “using and throwing away”. It can be an
opportunity where you can help to improve your city.
Sustainability; Love the city
Source
http://www.democratech.us/sprout/

9. Cool Hunting
Freitag bags
What it is
Unique and customized bag made from sustainable
material.
Why is it cool
Related trends
It is more than a product, it became a lifestyle by the
concept the company created of gathering its fans for
one day in a cool event so they can connect and share
the same interest.
Connectivity; Beautiful people
Source
http://www.freitag.ch/

10. Cool Hunting
Bird BNB
What it is
Replicate specific houses for birds to give the message that
every traveller deserves a home.
Why is it cool
Associates people with the freedom that birds have by
creating a physical space using houses from different parts
of the world.
Related trends
Connectivity; Urban nomads
Source
http://www.adverblog.com/2013/12/16
/birdbnb-every-traveller-deserves-a-home/

11. Cool Hunting
WestJet Christmas Miracle
What it is
It is an airline advertisement using Christmas in order to
engage people.
Why is it cool
Related trends
Associates people with the freedom that birds have by
Transforms the boring experience of travelling you get
sometimes into an extraordinary experience by using the
nostalgic spirit of holidays.
Cool nostalgia; Experience economy
Source
https://www.youtube.com/watch?v=zIEIvi2MuEk

12. Insights Of Cool Examples
Post from Japan
They wanted to use the idea of connectivity to re-launch a country as a
tourist destination and use free internet as an exchange for work (advertisement). People do not mind to advertise if they get something in return
(even if it is not a monetary payment).
Miss Can
People are interested in the culture and the history of a country but they
prefer to read short facts that are easier to read and to remember. People
engage for a product that is both modern and old, the resale of known
product (fish) rebranded and embraced in a nostalgic concept.
Sprout Pencil
People worry about continuity and about nature that is why they like to
use or have a pencil that can be transform into a plant. People value the
idea of reutilizing a product once it cannot perform its primary function.

13. Insights Of Cool Examples
Freitag bags
People enjoy being part of something, they like to know and define themselves for
being connected or belonging to a brand. The idea of finding others that share the
same tastes and interests can fulfill this illusion of being part of something.
Bird BNB
People like the feeling of freedom and so they value the idea of “being free as a
bird”. They like to share their ideas and lives with the people who have a similar
lifestyle. Bringing pieces (representations) from different parts of the world can
make an impression in a specific group of people (travelers).
WestJet Christmas Miracle
Everybody likes surprises and presents. People like to have an enjoyable experience when they do not expect. A change in a routine (even if is an isolated event)
can produce a huge impact at many levels, special as a campaign that becomes
viral. People’s perception of a brand, product or other, can be won over by witnessing others’ happiness.
The trends more present from the examples are:
CONNECTIVITY and COOL NOSTALGIA

14. Where the sector is going?
We are living in a world where the economic crisis is affecting the way people spend. In spite of this, for many
countries the tourism is one of the sectors that is still developing.
The topics of our age can be indicators of trends. Taking this into account we extracted 5 main trends, related
with tourism, from the 16 topics that we found.
Wellness
Connectivity
When people decide their travel destination they take into account how
they are going to feel. That is why they will choose a place that does not
represent any threat to their lifestyle.
Individualism
Nowadays, people want to be in contact as well as they want to have their
personal space.
Safety
Nostalgia
Nostalgia is an affectionate feeling you have for the past, especially for a
happy time which can be used to focus on a country’s happy time and
share this experience with people.

15. How to grow the sector?
People accept
connectivity (internet
credits) as an exchange
for advertising.
Travellers like to take
something with them
to remember their holiday
or experience.
Wellness:
People travel to the
places where they feel good.
The connectivity and nostalgic
feeling can be used as an
opportunity to advertise
tourism and go along with
the growth of the sector.
How?
Apeeling to wellness.

16. Thank you for traveling
with us.