#Trending This Week - The Next It Destination, All-Inclusive Resorts, Scent Branding, Cruisezillas, and Cafes As Co-Working Spaces
Issue 212 • September 3, 2024
Welcome back from the long holiday weekend! Now that we’re heading into the mad rush to the end of 2024, here’s what’s going on in the world of trends for travel and tourism. THE NEXT IT DESTINATION IS…drum roll please…Madagascar! It checks all of the boxes for luxury travelers who want to visit a location with a deep sense of purpose. We’re also seeing a SLOWDOWN IN THE ALL-INCLUSIVE SPACE as cost-conscious consumers are realizing these pricey resorts don’t afford as much value for dollar anymore. SCENT BRANDING MAY BE THE FUTURE as brands across all industries are looking for ways to cut through the clutter surrounding the deeply distracted consumer. MEGA CRUISE SHIPS ARE HERE TO STAY as more and more people are discovering the value for dollar associated with cruising, thereby enabling cruiselines to embrace the economies of scale with orders for more vessels on the way. And finally CAFES ARE BECOMING CO-WORKING SPACES in the latest iteration of the coffee shop office space for remote workers. Check it all out in our three-minute read below.
The Next It Destination: Madagascar
Madagascar is quickly becoming a hot spot for travelers seeking luxury paired with a deep sense of purpose. Known for its incredible biodiversity — more than 80% of its species are found nowhere else on earth — Madagascar is making its mark in the luxury responsible-tourism space. The island is becoming a go-to destination for travelers looking for exclusive and responsible experiences. Read more in Travel Weekly here.
All-Inclusive Resorts Are Seeing A Slowdown
We may have seen the heyday of the all-inclusive resort. Travel agents are identifying signs of a slowdown due to the cost. During the boom of the last few years, prices at many all-inclusives nearly doubled, thereby undermining the value-for-money appeal that once defined all-inclusive vacations. Consumers are starting to realize they can take a European vacation for the same price as an all-inclusive. Read more in Travel Weekly here.
Scent Branding May Be The Future
Savvy marketers are conducting research and thinking beyond visuals to explore the potential of other senses. Aroma scent branding is a transformative trend in experiential marketing, offering a unique opportunity to deepen brand connections. It leverages a powerful insight: our sense of smell is deeply intertwined with memory, crucial for brand recognition and influencing purchasing decisions. While some hotels have taken a foray into scenting rooms and public areas, there may be something greater to this going forward. Read more in Media Post here.
The Cruisezillas Are Here To Stay
Those floating cities that are called cruise ships or “cruisezillas” are apparently here to stay. The cruise industry reports record demand, attracting new customers with attractively priced packages that often include food, beverages, and activities, so the cruiselines are responding with orders for even more of these huge 8,000-passenger vessels. Of course there’s the sustainability issue as well with watchdogs reporting “the cruise business is the fastest growing tourism sector and its emissions are quickly getting out of control.” Read more in The New York Times here.
Cafes Becoming Co-Working Spaces
Seattle was at the forefront of the coffee house movement and the city is once again set to reinvent the genre, with cafes now becoming co-working spaces. Since remote work is here to stay, a growing number of cafes and restaurants are catering to laptop warriors. In one such venue, if you walk past the counter, the shop stops being a cafe and starts looking like an office. There’s a glass-walled conference room in the middle of the space with wall-mounted screens, and further back are doors that lead to more meeting rooms and a one-person office if you need some privacy for your calls. Perhaps something to consider for a spot in your hotel? Read more in Eater here.
Too Good Not To Share
We’ve always told clients that surveys are an incredible way to get publicity for your brand in major media as it is a softer sell. JC Communications works with a variety of clients in the travel, leisure, and food industries, and one such client is the country’s largest food and fuel app, Upside. We recently pitched their new “Consumer State of Spend” report to The Today Show and secured this amazing placement last week. Not only did it feature their economist talking about the report, but it also included a plug for the app as well. Watch here.