EXPLORE THE TRENDS THAT WILL DRIVE CONSUMER AND TRAVEL INDUSTRIES THROUGH 2023 AND BEYOND.
— a report from Hawkins International, a FINN Partners Company
It’s that time of year again…
Travel, leisure, lifestyles, and wellness are all having a moment as consumers accelerate their desires for new experiences that put them back in the game, positively impact their lives, and spread well-being like ripples on a pond. There are still many pandemic and economic concerns, of course. But with much of the world now back in business, the industries on which Hawkins International, Maverick Creative, and the FINN Partners travel team focus are looking bright.
Together, we see many signs for optimism in 2023, as the ways people live, work, and travel are changing thanks to the continued convergence of work and leisure. Indeed, the strong desire that many have for a more holistic and balanced approach to life is interconnecting work and leisure like never before. Over the past couple of years, people gained fresh understanding of the delicacy of simple joys, from hanging out at favorite restaurants to spending time with friends and family, and how quickly they can be taken away. Result? Consumers now favor real experiences to reconnect with themselves and others.
At the same time and in the same vein, building relationships with media is now vital for companies hoping to reach the traveling, shopping, and wellness-focused public.
“Competition for media attention is so stiff since the pandemic that it’s important for brands to be sure the experiences they offer journalists are truly special, authentic, and providing value to the media,” says Caroline Keane, Associate Vice President – Media Relations, who has carved out a niche surveying the media landscape for us.
Collectively, we poured over industry reports and trend predictions, and we spoke with our clients and the media to discover and determine the key trends that will shape our industry over the year ahead. And so, we give you TrendHawk 2023: a thorough compilation of industry intel and trend insights that we’re hoping will help inform creative strategies, shape communications plans, and deliver true ROI to your brand.
Keep your eyes open: There is much to see!
TRAVEL COMES BACK AROUND.
This will be a year of pendulum-like swings on many different aspects of travel. One minor but still significant twist is that “bleisure travel,” combining business and leisure, is becoming heavier on me-, family-, and free-time.
WELLNESS: AWAKENED.
Ready to embrace wellness? You won’t be doing it alone. New spaces and experiences that bring people together via real life and social connection are at the burning center of the concept as people crave human interactions, gatherings, and celebrations: “The social wellness trend is not sprung from pitch decks but awakened by new human needs.”
EXPERIENCES ON THE MENU.
Hungry for something new? Many are these days, and their appetites are taking them in new directions. Experiential dining has taken off, building on momentum from last year, with offerings such as “dinner theaters” and “underwater restaurants” gaining in popularity.
TAKING FLIGHT.
Although airlines faced an array of challenges from flight delays to staffing shortages in 2022, consumers still saw air travel as the way to get where they were going. While the empty airports of late 2020 are just a memory and aviation is surging again from high demand, the industry will be dealing with rising revenues and costs in the year ahead, shaping the pace of recovery.
LUXURY ON
THE RISE.
While “luxury” can mean different things to different people, it has evolved to become increasingly bound up in experiences rather than things. Travelers are learning that experiences become a part of our identity, whereas luxurious possessions are considered outdated and materialistic to a great portion of the population.
Travel GOES GREEN.
Fittingly, sustainability can now be considered an evergreen trend as the wave of consumers who seek out brands that are committed to environmental, socio-cultural, and economic sustainability shows no sign of dissipating.
BYE-BYE BARTER.
Travel brands have long built influencer marketing programs on a foundation of barter collaborations, working with creators to experience and cover properties for their audiences in exchange for complimentary travel experiences. Put simply, “free trip = free social media content” is a formula that has worked, for the most part, for years.
Not anymore.
The Age of The Video Entertainer
It’s in the name. Social Media was originally designed to be social. We heart and comment, engage and share, but we also scroll, watch, and listen. Which begs the question: Is social media still social…or is it mostly media?
we hope you LEARNED SOMETHING NEW READING OUR 2023 TrendHawk report — and we look forward to hearing your thoughts. As Always, be sure to keep in touch!
— Jennifer Hawkins
FINN Managing Partner, NY Travel Practice & Luxury Travel Lead and Hawkins International PR Founder