#Trending This Week - Narrative Hotels, Cruising, Summer Destinations, Generational Travel, And Loyalty
Issue 192 • May 28, 2024
Welcome back from the long holiday weekend! We hope you had time to rest and recharge before the busy summer season kicks in. Here’s what’s been happening. Have you heard about NARRATIVE HOTELS? They are the next wave in the boutique hotel genre, but they take the cool factor a step farther by giving guests a truly immersive experience in a specific storyline. SUMMER TRAVEL is upon us and if you break it down by the generations, we are seeing varying interests and consumer behavior you might want to pay attention to. CRUISING is about to have its business model turned upside down as a new cruise line is aiming at disrupting the age-old business model. The TOP 2024 SUMMER TRAVEL DESTINATIONS are probably not what you would expect. In fact, one is on the list simply because it is a stop on Taylor Swift’s Eras Tour — no surprise there right? And LOYALTY PROGRAMS are adjusting offerings and rewards to better satisfy the needs of guests who want more than being able to accrue and claim points for a guest room or suite. Check it all out in our three-minute read below.
We’re Now In An Era Of “Narrative Hotels”
The latest trend in hotels are cool new properties which dive deep into storytelling through their design and service offerings — what is being termed the “narrative hotel”. They are built to stand out in an era in which corporate chains masquerade as boutiques and design trends are dictated by social media algorithms. Guests can immerse themselves in Gertrude Stein’s salons in early 20th-century Paris at the flamboyant Le Grand Mazarin. Or perhaps they can opt to live inside the campy aesthetic of cult-film writer/director John Waters at Baltimore’s Hotel Ulysses. Read more in The Washington Post here.
How People Are Traveling This Summer
Summer travel is expected to be a busy one — albeit perhaps not quite as busy as last year — but the influence of generation on travel preference will remain true. Generation Xers will plan more solo trips, or travel with friends as their kids leave the nest. Baby boomers will look to travel with their extended families. But the biggest determinant of intent to travel this year, though, is budget. With travel costs up this summer, a greater percentage of travelers will be in higher income brackets. Some travelers are increasing their budgets to accommodate higher costs, while others are opting out of traveling entirely. Read more in Hotel Dive here.
Cruising Is Trying Out A La Carte Pricing Models
Four Seasons Yachts may be attempting to turn the cruise industry upside down. Whereas cruising has pretty much been an all-inclusive proposition — with many lines even offering special additional packages to cover tips, drinks, and more — the new Four Seasons Yachts brand is launching with an a la carte model. Lunch and dinner will not be included, nor will alcoholic drinks or shore excursions. The brand also plans to charge per suite instead of per person. Read more in Travel Weekly here.
The Top 2024 Summer Destinations for Americans
There are some surprising destinations for summer travel 2024 according to a new report from the Mastercard Economics Institute. The top five include Cancun, Aruba, London, Rome, and Punta Cana! Surprisingly considering the upcoming Olympics, Paris is NOT on the list. To learn about the other top destinations for this summer, check out Forbes here.
How Loyalty Programs Are Shifting
According to the fifth annual State of Loyalty: Hospitality Rewards Report, some reward categories expanded more than others, including wellness, reflecting hotels' desire to keep members engaged and spending when on property. There was also a notable uptick in sustainability-related rewards, earning opportunities for dining, the ability to redeem points for live events, and earning and redemption opportunities with vacation rental partners. Read more in Hotel Management here.
How Can You Leverage These Trends?
At JC Communications, we are crazy about trendspotting. We’ve got our finger on the pulse of pop culture and what’s trending in hospitality, food and beverage, luxury, leisure, lifestyle, and sustainability. We keep a close eye on what’s happening and work to pitch our clients to the media to demonstrate how what our clients offer, either creates, leads, or fits into a notable trend — and the media love it. If you would like to find out more about how we can leverage our trendspotting for your brand, please to reach out to Jane Coloccia at Jane@JCCommunicationsllc.com.