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TRAVEL TRENDS 2025+The Future of Travel & Tomorrow’s Emotional ConsumerkjærGLOBAL09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


TODAY’S SOCIETY....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: kjaer globalSince we already know that money alone can’t buyhappiness, we are looking elsewhere for meaning09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


WORK LIFE / BALANCE GLOBALLY....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALNUMBERS: Mandatory vacation required by government in average weeksPhoto: kjaer globalCOLOURS: indicate average hours worked hour globally 2008-200909_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


FACILITATING HAPPINESS....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALThere are huge opportunities in helping people achieve quality of life and meaningful experiences09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


CONTRASTS CO-EXIST....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: Selvedge MagazinePhoto: kjaer globalFAST: Efficiency and material accomplishment SLOW: Happiness and the quest for meaning09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


WHOLE BRAIN THINKING....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBAL4. SPIRITUAL 3. EMOTIONAL2. SOCIAL1. SCIENTIFICLEFT• Facts• Logic• Pragmatist2. SOCIAL 3. EMOTIONAL1. SCIENTIFIC4. SPIRITUALRIGHT• Feeling• Imagination• Possibilist09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


TREND MAPPING....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBAL4. SPIRITUAL 3. EMOTIONAL2. SOCIAL1. SCIENTIFICLEFT2. SOCIAL 3. EMOTIONAL1. SCIENTIFIC4. SPIRITUALRIGHTTrends Filter09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


TREND ATLAS 2025+....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBAL4. SPIRITUAL 3. EMOTIONAL2. SOCIAL1. SCIENTIFICCloudCultureINTELLIGENT HEALTHEMERGENT TECHNOLOGIESMedicalProgressALWAYS ONCleanTechPositiveEatingInformedDialogueSmartTechIntuitiveTechnologyBodyCapitalPersonalCoachingLivingthe BrandQUALITY OF LIFENo AgeSocietyMindfulnessECONOMIC DRIVERSRisingEconomiesRedefinedRitualsMEANINGFUL EXPERIENCESRedefinedFamiliesEconomicChallengesHappinessHuntingTheReal ThingPATCHWORK TRIBESMelting-PotMigrationGlocalisationIntelligentReductionFemaleEmpowermentGeopoliticalEvolutionCulturalConsumptionDigitalNativesGLOBAL POLITICSNewEqualityActiveAwarenessCreativeClassBig BrotherPoliciesUNIVERSAL VALUESHealthChallengesAnxietySocietySocialEntrepreneurshipWork/LifeBalanceResourceShortageGlobalCommunalitiesA BETTER WORLDOne PlanetLivingGlobalSustainersCARING ORGANISATIONSCulturalCapitalNaturalDisastersEmpowermentBrandsENVIRONMENTISSUESUrbanDensitySustainableArchitectureTransparencyClimateConcern09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


KEY SOCIETY DRIVERS....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBAL* TOTAL TRANSPARENCY* CLOUD CULTURE* GLOBAL CITIZENS* CULTURAL CONSUMPTION* A BETTER WORLDQantas First Class Lounge – Design: Marc Newson* THE REAL THING* INTELLIGENT HEALTH* HAPPINESS HUNTING09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


TOTAL TRANSPARENCY - Trust....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALGoogle – a new culture of thinking and understanding peopleReputation is everything – insights and top tips for the discerning global travellerPrice comparison sites and peer reviews are here to stayTrust is essential for the travel industry, as consumers choose travel largely on the basis of a guarantee of good experiences09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


CLOUD CULTURE - Dialogue....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBAL24/7 connected devices with social media and travel apps - a direct line to people globallyblog.airbnb.com/Collaborative network opens up a whole new way of consuming – 2 million bookings(07_2011)Expedia and Groupon sold 15,000 travel deals in three days (07_2011)Social media, collaborative networks and resources offer people open dialogue, best deals, tracking and sharing09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


GLOBAL CITIZENS - Diversity....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALNew rising economies are dramatically impacting travellingGeneration Digital wants mobility, access, sharing and lifelong learningSource: Global Talent Rally, CIFS, 20102010-2020: The Global Workforce 3.0From 20th century hyper-consumption – to a 21st century Collaborative ConsumptionHyper-connectivity means that the mobile global citizen is increasingly aware of diverse and unique offerings in all aspects of life09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


CULTURAL CONSUMPTION - Community....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALLocal production and heritage become vital in a globalised worldNation identity gains currencyFood, art, music, theatre and literature all embrace cultural narrativesPeople want learning experiences where they can discover the world around them and explore cultural narratives09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


A BETTER WORLD - Participation....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: europeupclose.comJensen and Skodvin Landscape Hotel Norway - Photo: kjaer globalSustainability the new norm across all industriesSource: VolounteeringInAmerica.govThe Samsø Energy Academy hosts many green toursLandscape hotels and eco lodges bring people closer to natureVolunteers have better lives and live longer - US 2009Growth in voluntourism and gap yearsThe desire to improve the world around us indicates our growing global need for active social participation09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


THE REAL THING - Authenticity....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALMillion Donkey Hotel in Matese region, Italy – Photo: mx.arqa.comNoma Restaurant CopenhagenRe-discovering your rootsFoodies want local and high quality - the Nordic cuisineCreating a passionate and authentic story - the Million Donkey hotel only has 4 roomsBe it food, travel or culture we want local storytelling and ‘the real thing’ - happily weaving it into our own personal narrative09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


INTELLIGENT HEALTH - Wellness....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: Therme Vals Spa, SwitzerlandSelf-improvement boosts life qualityTherme Vals Spa - empathic architecture promotes good health and optimismPhoto: maximumbootcamp.comPhoto: ivestrong.comPeople want healthy options built into the fabric of lifeThe rise of bespoke boot camps reflects the pursuit of authentic wellbeing - the new wealth is good healthLife coaching, bespoke services and pampering are big business as more of us prioritise quality of life09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


HAPPINESS HUNTING - Engagement....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPrivate and public investigations ask: ‘what is quality of life’Average Happiness in 148 Nations, 2000-2009Photo: Regitze BondesenEconomists have found that happy people are more efficientWorld Database of Happiness - Nordic region is among the world’s happiestFrom politics and work to community and family – happiness and meaningful experiences are strong business drivers09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


PATCHWORK TRIBES....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALImage: FlickrThe School of Life LondonSociety drivers are closely linked to people’s value sets – reflecting their preferences and lifestyle choices09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


BEHAVIOUR & NEEDS....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: UnknownPhoto: Latvians National GeographicWE people ask: “Will it benefit all of us?”ME people ask: “What’s in it for me?”09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


TOMORROW’S TRAVELLERS....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....WEkjærGLOBALCOMMUNITYCultural ConsumptionPARTICIPATIONA Better WorldCREATIVE CLASSRational ValuesDIALOGUECloud CultureMEANINGFULEXPERIENCESAUTHENTICITYThe Real ThingEmotional ValuesGREENTRAVELLERSDIVERSITYGlobal CitizensENGAGEMENTHappiness HuntingTRUSTTotal TransparencyWELLNESSIntelligent HealthEXPERIENCE HUNTERSSPIRITUAL EXPLORERSME09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


EXPERIENCE HUNTERS: Diversity & Trust....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALIntrepid Travel, UK – Photo: BrekkeThe global travellers expect transparency and diversity – intelligent choices enable personalisation and more heartfelt experiences09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


CREATIVE CLASS: Dialogue & Community....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALOlafur Eliasson - The Weather Project 2003 – Photo: BrekkeOpen dialogue inspires a new community of people who reconnect and share values through cultural experiences09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


GREEN TRAVELLERS: Authenticity & Participation....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALSamsø Energy Tours – Video: youtube.com/watch?v=zcR-6e4xXBI&feature=player_embeddedPeople bond withpropositions involvingpersonal participationand authentic storytelling09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


SPIRITUAL EXPLORERS: Engagement & Wellness....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALPhoto: Therme Vals Spa, SwitzerlandTo balance a busy lifestyle with a healthy body and mind - people seek out wellness breaks, activity holidays or tranquil ‘retreats’09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL


CONCLUSION....……......…. 2015.........……...…. 2020….........…....…. 2025…….....…...…. 2030….......…....…. 2035…......…....…. 2040……......…...…. 2045……….…...…. 2050……...……...…. 2055………................. .....……..…....kjærGLOBALTravel has taken on an entirely new meaning. It has become the travellers co-creation, their dream fulfilled in a unique personal journey09_2011 | VESTNORDEN TRAVEL MART | TRENDS 2025+ | © KJAER GLOBAL

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