Sustainable Travel International April 2, 2015

Global Trends and Sustainability

Global Consumer Trends

Consumers don’t want to make the world a better place. They want brands to do that for them.“

— Trendwatching.comBrand Sacrifice, Global Trend Briefing

October 2014

Consumers are craving a new kind of consumption: one that allows indulgence without guilt.“

— Trendwatching.comBrand Sacrifice, Global Trend Briefing

October 2014

Consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community through cause-linked buying, the thriving ‘sharing economy’ or the ‘can-do’ attitude that Millennials have in common.

— Daphne Kasriel-Alexander, Consumer Trends Consultant, U.K.Euromonitor International

Top 10 Global Consumer Trends for 2015

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Human motivation quickly shifts away from ‘what I have’ to ‘who I am.’

Yet the tension between 'who I am' and 'who I would like to be' remains.

— Trendwatching.com Currencies for Change, Global Trend Briefing

March 2015

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Creating A New Eco-Resort

— Los Angeles Times Marlon Brando's island paradise in Tetiaroa, French Polynesia

February 2015

The ubiquity of the web has accelerated the pace of trends, the spread of information and the sophistication of consumers.

“— Lucie Greene, Worldwide Director

JWT IntelligenceThe Future 100: Trends and Change to Watch in 2015

As a given, not a bonus, brands are expected to deliver experiences, be hyper-transparent and achieve sustainability.

— Lucie Greene, Worldwide DirectorJWT Intelligence

The Future 100: Trends and Change to Watch in 2015

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Adding Sustainability as a Rating Choice

— Skift.com An Argument for Adding Sustainability to TripAdvisor Ratings

November 28, 2014

Globalization and technology have led to the homogenization of cities, which has resulted in travelers craving locally made and authentic experiences.

— Jamie Wong, Founder/CEO, VayableThe Rise of Experiential Travel, Skift.com

June 2014

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Top Trends Impacting DMOs#3 Customers increasingly seeking a personalized travel experience. #4 Smart technology creating new opportunities for innovative services. #5 Travelers demanding more information, control, interaction and personalization. #8 Customers increasingly looking for a travel experience that allows them to experience a local’s way of life.

— Destination Marketing Association International Destination Next: A Strategic Road Map for the Next Generation of Global Destination Marketing

July 2014

Protected Areas are Big BusinessProtected areas receive 8 billion visits per year. These visits generate approx. U.S. $600 billion in direct in-country expenditures.

— PLOS Biology Walk on the Wild Side: Estimating the Global Magnitude of Visits to Protected Areas

February 2015

Experiential travelers have a love-hate relationship between connectivity and immersive experiences.

— MercuryCSC Think T+O—The Pulse

March 2015

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Your Observations

• Sharing economy • De-investment in the energy sector • Alternative power sources, electric vehicles • Fast food sustainability • Local sourced foods, sometimes organic, seasonal • Culinary travel, local brew pubs, whiskey • Green travel • Recycled contents • Sustainable apparel • Supply chain • How products are made • Detailed labeling, free + clear labeling • Recycling, biodegradable packaging

• Full scale integrations • Back to nature, pure (Scandinavian design) • Transformation of perspectives • Focus on community, local impacts • Willingness to change • Product ties to charitable causes • Volunteer engagement • Impact measurement • Diversity and equality (LGBT) • Social enterprises • Eradicating modern day slavery • Consumer engagement in social space • Marketing of sustainability

Your Observations

Consumption is increasingly being driven by the heart: consumers are making choices defined by their positive impact on the world and community through cause-linked buying, the thriving ‘sharing economy’ or the ‘can-do’ attitude that Millennials have in common.

— Daphne Kasriel-Alexander, Consumer Trends Consultant, U.K.Euromonitor International

Top 10 Global Consumer Trends for 2015

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Key Takeaways

Make Meaningful Sacrifices to Allay Consumer Guilt

Facilitate Uninhibited Influencers

Enable the pursuit of Projected Perfectness

Go-To-Resources

• Anything from Australia • Center for Sustainable Travel (CREST) • CSR Wire • Die Reiseanalyse • Environmental Leader • Ethical Corporation • G&A Institute • Global Ecotourism Network • Global Sustainable Tourism Council • Green Lodging News • GreenBiz.com • Guardian Sustainable Business • Mintel

• National Tourism Satellite Study • Skift.com • Sustainable Travel International • SustainableBrands.com • SustainableTravel.net • Travel Foundation • Traveler Perspectives on Destinations and

Sustainability (from STI/MercuryCSC) • TravelHorizons • TravelMole • Vision on Sustainable Tourism • World Bank • WTTC Annual Research

Your Favorites

• Trendwatching.com • PSFK.com • Skift.com • Euromonitor International • Google Alerts • JWT Intelligence • The Economist

My Favorites

Q+A

Thank you.

CONTACTMaclaren Latta Vice President, Consumer Insights maclaren.latta@mercurycsc.com 406.922.2308 406.600.4459