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September 2022, Virtual
September 29 2022, Virtual
The Advantage conference 2016 heard from 'trends expert' Daniel Levine who is executive director of New York-based trends consultancy Avant-Guide Institute.
In his session he outlined five trends that are changing the way people travel and work.
Levine defined a trend as a "shared changing sentiment in any measurable direction". He said: "Trends are things that are with us for a long time and in many cases our whole careers. When you know what the trends are you know what people want."
The five trends presented at the opening session of the Advantage 2016 conference were:
1. Rate yourself
"We are living in a ratings culture. Certain people in this industry think the idea of transparency is pervasive but that's not the case... and to be successful you have to understand the experience you give will be rated."
2. Make it simple
"Travellers seem busier than ever so are increasingly looking for experts to take care of their problems and solve things for them."
Levine recommended looking at removing "pain points" for your travellers. So analyse where the issues are for them on a trip and "make it simpler" for them.
3. Customise and personalise
Levine said our travellers are being socialised to "expect personalisation of service".
4. Tell stories
Levine spoke about the way travellers are increasingly looking for experiences to share and talk about. "There are hotels now that are putting beehives on their roofs, that's an experience the traveller will share."
5. Help foster connections
"We are seeing a definite trend with people wanting to have stronger and better connections with those around them". Levine added: "Maybe because of the 2008 recession people are starting to get in touch with what's really important to them and not just whether their bank balance goes up or down..
"One of the reasons Airbnb is so popular is because it offers travellers the possibility to be situated in the centre of a neighbourhood and make connections with real people. And hoteliers have recognised this trend which is why so many now are being built with 'third spaces' where people can hang out and socialise and form those connections."