Dr Antonia Ward, the chief futurist at Stylus, revealed a number of key trends that are changing the landscape of luxury travel.
Speaking at the annual TTG Luxury Travel Summit at Kimpton Fitzroy in London, the forecasting expert detailed a number of societal changes that are transforming both the future of leisure and luxury travel.
Ward rounded up the top consumer trends leading to evolution in the hospitality industry, in the hope of “helping brands respond to the needs and desires of their clients” – here is a flavour of them.
The New Age Appropriate
A rise in role models for active ageing has changed how people travel, with influencers like Joani Johnson, 67, promoting a new way of spending your later years, Ward said.
She explained how 30% of Americans over 50 are already single, which has led to a rise in speed dating for older adults and a surge in matchmaker services. Meanwhile at the other end of the age spectrum, Gen Z are “channelling their desire for slower, restorative experiences”, such as birdwatching, lawn bowling and golf.
Adult Play
There has also been an increased demand for playful activities for adults, with many travellers “embracing the childlike joy and curiosity that they’ve become disconnected from”.
Experiences such as wacky workouts (think laughter yoga) and euphoric crafts are on the rise, as are expressive gyms and spas with artistic installations. The fast-growing popularity of gaming, an industry which generated $460 billion in revenue last year, has also led to a demand for adults-only urban theme parks such as the Play Playground Luxor in Las Vegas.
Wellness for Weight Loss
The wellness space is fast being influenced by the “Ozempic Effect,” which refers to the social, physical and mental impact of taking the revolutionary new weight-loss drug.
“Affluent consumers who navigate lifestyle shifts will be looking to take a holiday from Ozempic as they travel,” Ward explains. “Equinox has introduced weight loss programmes for people on such medications. Future-forward foods and spa offerings are also being tailored to guests using these medications; think smaller portions, lighter meals, less heavy meat.”
Circadian socialising
Circadian socialising is also on the rise, with more people reporting going to bed earlier to bank more shuteye.
“We’re obsessed with sleep, and Gen Z appears to be more likely than older generations to prioritise this. The average bedtime is getting earlier, and that changes socialising. We’re seeing sleep-conscious socialising. This looks like earlier dance parties, weddings shifting earlier, brands like Hilton organising overnight sleep concerts.
“Discerning travellers expect enhanced offerings on every step of their journey. “We’re talking about advanced lighting systems on ultra-long flights such as Qantas, and looking to the cosmos to inspire wellbeing programs.”
Coolcations
Ward said that the demand for coolcations is continuing to grow, with destinations around Scandinavia and the Alps becoming increasingly popular for both summer and winter breaks.
“Expect to hear more people talking about the ’Nordic Riviera’ in the coming year, as well as the Western Balkans, such as Albania, Bosnia and Montenegro.”
Souvenir status
Luxury travellers are also increasingly looking for special keepsakes for both themselves and their loved ones which cannot be replicated at duty-free.
“Suppliers are elevating merchandise for luxury consumers, teaming up with high-end brands to offer perks like dog bathrobes and limited edition handbags that can only be purchased in the hotel’s gift shop,” Ward says. Tattoo artists, such as Eva Karabudak, who have big social media followings are also partnering with hotels such as The Standard in New York.
