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1 - TRANSFORMATIONSLifestyle experiences with a promise of personal change and wellbeing
2 - Customized LoyaltyLoyalty programs evolve to account for individual highly personal preferences
8 LIFESTYLETRENDS
5- Sustainable TakeoutCompanies are becoming less compromising regarding sustainable packaging and products
6 - Food ExperiencesA desire for thrills prompts imagina�ve serving in dining experiences
3 - Habitual ExperiencesBusinesses are catering to the modern consumer’s lifestyle habits
4 - Narrative ExperiencesBusinesses are crea�ng story-based experiences
7 - Flexitarian DietsLow in meat products offered by food businesses
8 - Back to basicsTourism operators reconsider the meaning of luxury
1 TRANSFORMATIONSConsumers seek out lifestyle experiences that promise personal change and wellbeing
Retreats are tradi�onally religious journeys, but have been adopted by the wellness industry.
Explorer X Some travel companies have started to
build their trips to specifically support personal growth. United States-based
travel company, Explorer X offers small, customized group trips to powerful
des�na�ons. The trips facilitate learning, personal growth and global ci�zenry.
Silent retreatsSilent retreats are a powerful way of mindfulness, which bring a break to the sensory overload of modern-day life. Even a weekend in absolute silence can help to understand deeper feelings and shi� your percep�on of life. In Finland, Nirodha organizes silent and partly-silent medita�on retreats.
TRANSFORMATIONS
Yoga RetreatsYoga has been prac�ced in India for thousands of years and yoga retreats to Asia are a popular holiday op�on. In the search for a restora�ve wellness experience, you don’t always need to travel far. Magnesia Fes�val brings yoga and mindfulness to Suomenlinna. They are con�nuing the prepara�ons for the summer fes�val and if the situa�on with virus will be managed by the end of July, there is a great opportunity to visit this fes�val.
Live-streaming Fitness & Yoga Sport business found their ways to adapt to self-isola�on period. They are offering live-streaming or online sessions on different pla�orms. Some organizing trainings on Facebook, others YouTube or just by having audio classes.
2 CUSTOMIZED LOYALTYLoyalty programs evolve to account for individual highly personal preferences
Companies are looking for ways to simplify, personalize and add more value to their customer loyalty programs. This results in new partnerships, be�er reward systems and data-driven offers.
Data-Driven RewardsNew loyalty program strategies are not only effec�ve in rewarding customers, but they allow the gathering of more data on customer behavior. As a result, customers receive a more personalized experience and the rewards become more meaningful for them.
Flexible reward programCompanies are working on giving more freedom in the usage of their customer loyalty points. For example, Lenovo launched a new reward program which allows their loyal customers to use points for every Lenovo's product with no excep�on, no dates restric�ons or minimum amount requirement. Besides, the bonuses can be gained by giving product feedback on social media.
Partnered LoyaltyMore companies tend to create a new kind of partnership based on their customer needs. The right selec�on of partners can truly benefit the customer experience and increase loyal customer database. E.g. an American chain store of bakery-café, Panera Bread, offers their membership points on the website of Uber Eats, DoorDash and GrubHub.
Rewards for travelers with petsVirgin Airlines Australia decided to focus not only on customers, but also their beloved pets. By bringing their pets on the flight, customers get 300 points to their membership. Addi�onally, a Facebook post of their "Cutest Baby" can earn some perks for their furry companions.
CUSTOMIZED LOYALTY
3 HABITUAL EXPERIENCESHabitual Horeca: Businesses are catering to the modern consumer’s lifestyle habits such as day-nap bars and TV-watching retreats.
These days consumers pay more a�en�on to their wellbeing. The high pace of the city life gives lots of opportuni�es to the enterprises focusing on relaxa�on offerings.
Restful sleep encouraged by businessesSome of the customer needs are quite self-evident and straigh�orward but have not been used to full their poten�al un�l now. For instance, something as simple as sleep, which busy urbanites o�en lack these days, can be turned into profitable service or experience. For instance, Nap cafes as Siesta & Go, or a TV channel such as Napflix that shows the most boring programs to make people go to sleep.
HABITUAL EXPERIENCES
From Comfort to FreedomThe idea of comfort in public places has been changing over the years. Mahika Mano is one of the establishments which can make their guests feel like home. Their visitors are invited to take off their shoes and wait for their drinks while res�ng in the hammock.
Another way to make your guest feel like home is to give him freedom to choose what he or she can watch. Instead of offering standard TV channels, some hotel chains including Hilton made a deal with Ne�lix to have in-room streaming.
Immersive FitnessMany people find it too hard and boring to a�end gyms or do jogging regularly. However, this might be changed soon as the new VR sport exercises are created to make physical ac�vi�es more entertaining and playful. Virtual fitness, gym, boxing or even yoga experiences are already available on the market.
Wellness at the workplaceNothing can be as damaging as a daily work rou�ne in the wrong body posi�on. New products such as FluidStanc balance board simula�ng surfing movements are set to become a be�er alterna�ve to a sedentary lifestyle.
NARRATIVE EXPERIENCESBusinesses are creating story-based experiences such as storied tasting dining and immersive narrative-driven dining.4
Theatre a�ributes such as the narra�ve make experiences truly memorable. It can be a short story describing the history of your business or product, or it can be a full show with the use of technologies.
Interactive wine presentationPerch Interactive uses a narrative display for the Morino Valley wines. While shopping in the store, customers can interact with the touchscreens to learn about new wine brand.
Visual Mapping in HorecaVisual mapping, which has tradi�onally been used for projec�ng big light shows onto the buildings for a large audience, has been adapted for the size of the plate making it a more personalized experience.'Le Pe�t Chef' is not a new concept but it has gone viral and prompted other Horeca businesses to rethink their dining experience offers.
Immersive theatre What would it be like to be at a Moulin Rouge-themed dinner party during the French Resistance in 1943? MAMAN LE MO, a London- based company, can offer such an experience. The event is kept in secret from the customers un�l the very last moment and the loca�on and pictures are not allowed to be shared in order to keep the mysterious atmosphere.
Special Dining playlist The Bri�sh Airways menu for the long-haul flights will be enhanced by music tracks picked specifically to match with every dish. The tas�ng abili�es of the people flying are normally reduced by
30% and such a combina�on of food and music can be a solu�on in bringing more flavor to passengers' dining experience.
NARRATIVE EXPERIENCES
5 SUSTAINABLE TAKEOUTEnvironmentally friendly offers and packaging focuses on eco designs and concepts such as flexible biodegradable paper or plant-based plastics.
Companies are becoming less compromising star�ng right away from producing eco-friendly products, communica�ng sustainability through the new design or redesigning the product itself if the alterna�ve packaging cannot be replaced.
Zero Waste companiesSustainability covers many aspects, and for restaurants, the biggest sustainability problem has always been food waste, which includes both food and packaging. The Finnish restaurant, Nolla, is one of the first European restaurants to adapt a zero-waste concept. There are no waste bins in their kitchen, nor can any single-use plas�c be found in the restau-rant. Every detail, from staff clothing to napkins to table cloths has been taken into considera�on. They only co-operate with suppliers that rethink, reject and control packaging while at the same �me, sourcing local and organic produce. Not only does Nolla make sure they don't produce waste themselves - they inspire the local community and supplies to change their way of business as well.
Wood-based cosmeticsThe beauty industry s�ll has many products with shiny stylish plas�c containers. The Finnish company Sulapac does not compromise but uses 100 per cent biodegradable and microplas�c-free wood base containers. While using exis�ng machinery, they have managed to get rid of all microplas�cs and have created a unique design for their cosme�c packaging.
SUSTAINABLE TAKEOUT
Vegan friendly and high-fashion designThese days, minimalism and simplicity happens to be associated with eco-design. For instance, Samara vegan-friendly handbags made of apple leather can easily compete with other high-fashion accessory brands.
Sustainability is a question of communicationSlush is one of the largest tech events held in Europe. It seems it is hard to monitor the waste production of over 20 000 attendees while there are so many things to consider. Therefore, Slush has made agreements for reusing the waste from the event with several Finnish companies while demanding that all catering businesses use biodegradable paper utensils. Water sta�ons have also been provided to refill customers' water bo�les. Addi�onally, they haven't just relied on placing big trash bins in every corner of the venue but have also ensured that the waste gets sorted properly by the customers with the help of the volunteers. As a result, 10 000 tonnes of CO2 were offset in from the Slush 2018 event.
6 FOOD EXPERIENCESA desire for thrills prompts imaginative serving in dining experiences such as VR-powered hotel dinners orgamified pop-up eateries.
The dining experience is no longer limited to food quality and great customer service, but people are looking for unique and memorable experiences. A�er all, these days it is so easy to stay home and order food delivery by just pressing a few bu�ons.
"Donut" Bot & fun activities Slack added a bot "Donut" to encourage random mee�ngs which got popular among such companies as Invision, Meetup and others. Funny filters used during online mee�ngs are becoming a big trend shared on social media as well as sharing "cute" photos of pets on the informal channel. In order to make your coffee break even more fun and interac�ve, organize a live quiz!
"Remote Office Snack" There are many ways to bring social interac�on to the work. One of them is having an online coffee break or maybe even online beer on Friday evening. One company called Tea vs Coffee arrange a real tea & coffee tas�ng as a team-building service. "Remote Office Snack" is part of the NatureBox program le�ng companies to send snacks to their staff on their behalf.
FOOD EXPERIENCESVirtual vs Social dining One of the challenges of today’s working life caused by the pandemic is o�en lack of sense of belonging. The remote working style does not usually consider the spontaneous encounters which we are used to in a physical office environment.
New Dining Concepts An unusual dining experience that is hard to forget was designed by a Chinese restaurant, Prison Feng Yin. The guests are invited to have dinner in the prison-themed se�ngs. Though it is not only about decor. The food is also authen�c and highly-rated by both foreign and local visitors
3D MenuIf you have ever struggled to choose the right dish from the menu, Bareburger solved this problem by replacing their printed menu with 3D Augmented Reality op�on. Their customers can not only see the size of their burgers change but share their dining experience via Snapchat live.
Multi-sensory dining experienceThe hi-tech Sublimo�on Restaurant raised their price tag to $ 2000 per meal by providing a unique experience of ea�ng in a constantly changing environment. You could taste some dishes while being surrounded by the Arc�c landscape or try some dessert in Versailles.
7 FLEXITARIAN DIETSFlexitarian diets – low in meat products – are offered by food businesses such as hybrid-blended sausages and mindful meat burgers.
Vegan, vegetarian, lactose-free, halal, kosher and others do not have to be restric�ons but opportuni�es instead.
Preparation of the future: 3D
printed meatRedefine Meat, ini�ated in 2019, have invented 3D printed meat. Their focus is to recreate meat in such a way that it becomes vegan but keeps the most recognizable (flavour, texture, smell etc). They are experimen�ng with several plant proteins, fats, and water to produce this new kind of meat. They want to target vegetarians and vegans, as well as meat-lovers who are willing to
reduce their daily meat intake.By the year 2020, they aim to have their products on restaurant menus and in
order to achieve this, they co-operate with young start-ups like; Beyond Meat and Tofurky.
The Vegetarian ButcherMeat has a redefined meaning in this era of new diets. Many companies are trying to adjust or accommodate to this trend.
The Vegetarian Butcher, who call themselves the "butcher of the future", is a company that strives to create meat-flavored products from plant-based ingredients. They want to make high-quality culinary products while freeing animals from the food-chain and reducing the carbon footprint.
Flexitarian offerBURGER KING extends their vegetarian op�ons by offering two meat-free burgers in Finland. It consists of plant protein-based steak with some meat flavors.
A Menu that fits your customer
lifestyleInstead of ingredient restric�ons in the menu, restaurants create new dishes featuring different customer diets. Chipotle Mexican Grill, an American restaurant chain, for example, offers a big variety of so called "ready-to-eat" bowls that fit your lifestyle"(Forbes 2019). Each bowl is tailored to a specific diet such as dairy free, vegetarian, sugar free etc.
FLEXITARIAN DIETS
8 BACK TO BASICSBack to Basics – Accommodation offered by tourism operators that offers an immersive experience back into nature-luxury, without luxury.
People change their ways of exploring rural and urban areas while travelling. They do not want to be just visitors but to experience a simple way of living considering local culture, ac�vi�es and minimizing their environmental impact during the trip.
"Tiny House"movement in Europe"Tiny Houses" became a way of living simply and in harmony with nature. It can mean just a smaller space with minimalis�c func�onal design, a house on the wheels or completely off-grid living space. More people in Europe start considering moving to the smaller space although the legisla�on is not well-developed yet as it is in the USA, Australia or New-Zealand, for instance. This way of living attracts especially young people or the ones who are ready to sacrifice some comfort for sustainable living or seeking financial freedom.
BACK TO BASICS
Combining aid with funAgritourism, involves any agriculturally based opera�on or ac�vity that brings visitors to a farm or ranch. Agritourism has different defini�ons in different parts of the world, and some�mes refers specifically to farm stays, such as in Italy, where it is called ‘Agriturismo’. This form of tourism was ini�ated in Italy due to the poor incomes of farmers who had to find extra work for addi�onal income. Visitors can stay at the farm in accommoda�on, ranging from very luxurious to very basic, with dining op�ons or without.
Back to basics‘Beter Boerenbed’, a tourism company located in The Netherlands, offers luxury glamping facili�es at a farmer’s home. The glamping tents are equipped with beds, a small kitchen and a living area but Wi-Fi and electricity are nowhere to be found. There is also an outdoor shower and hot tub, which need to be fire-heated by the guest, among other facili�es. The company has expanded to Belgium, England, Scotland, Ireland, France, Germany and Switzerland due to their success.
THE PROCESS
LAB8 experts determine the topic area from which trends are sought. Experts compile a large number of trend findings from research sources in the field and for example from the material of the world's leading trend database TrendHunter. TrendHunter uses ar�ficial intelligence to compile customized trend reports for hundreds of companies.
The Hospitality Panel, which meets a few �mes a year, shares its own views and confirms the research findings. The eight trends that have gone through each stage and are then ready to be published for use by industry players.
When LAB8 by Haaga-Helia UAS compiles a trend report, the eight most significant of the hundreds of thousands of trends in stock remain. Trends make it possible to develop a business in an�cipa�on.
Aggregated byLAB8
Trend Scou�ng 3500Trends
The LAB8 Trend Team reviews the selected trends and evaluates their feasibility against megatrends, global changes and the economic situa�on, for example. Some of the trends will be eliminated again, and only the best will end up in use.
Top 20 Filtered byLAB8 Trend Team
20Trends
Top 8 Filtered byHaaga-Helia Hospitality Panel
8Trends
Haaga-Helia s Hospitality Experts, lecturers and teachers in the field, pick the best of the material gathered in the trend workshops, leaving dozens of trends le�. The workshops are then facilitated by an LAB8 experts’ team.
Top 50 Filtered byby Haaga-Helia Hospitality Experts
500Trends
50Trends
