100 Keyword Predictions for 2023 | Travel and Hotel (21-30): Qiwu B&B and Yuan Travel

WPP's brand Wunderman Intelligence released its latest trend report, which has a bright outlook for 2023. They predicted 100 keywords for 2023, and people are determined to fight against the ongoing difficulties with resilience, innovation and joy. This series shares 10 sections. The following is the third article in this series - travel and hotel. I hope it will be helpful to everyone.

Continue from the previous article "2023 Global Top 100 Trends Report" Culture (01-10), Technology and Metaverse (11-20)

Part 2: Technology and the Metaverse

21. Deep Sea Tourism – Travelers are seeking the ultimate adventure by exploring the underwater world

OceanGate Expeditions, a manned submersible company, is taking travelers to the deep sea. The company describes itself as "a team of explorers, scientists and filmmakers dedicated to exploring the deep sea," and in 2022 it organized the first civilian expedition to explore the Titanic. Visitors will pay $250,000 to dive nearly 2.5 miles below the surface of the sea to see the wreckage of the ship.

For many, the dive was a sacred journey. Banker Renata Rojas told the BBC: "I'm not a millionaire. I started saving for this kind of trip a long time ago. I sacrificed a lot of personal enjoyment to be on the Titanic."

These travelers are called "experts," and they must meet certain physical requirements to join the tours, including basic strength, balance, mobility and flexibility. Some of the requirements OceanGate Expeditions offers them include climbing a 6-foot ladder or carrying a 20-pound weight. The company plans to organize another potential expedition in 2023, and its CEO and founder Stockton Rush expects the demand for this type of travel to continue to grow.

"In the future, people will be able to travel to space on a regular basis at a much lower cost," Rush told the BBC. "I think the same trend will be seen with diving expeditions."

Why you should pay attention to this trend:

We profiled elite academic expeditions curated by scientific experts in our top 100 trends for 2022. One year from now, as the travel industry stabilizes in a post-pandemic world, people will still be looking for the ultimate once-in-a-lifetime travel experience—and venturing into areas they haven’t known.

22. Qiwu B&B

Weirdness and oddity are starting to take precedence when travelers are choosing a one-of-a-kind vacation home.

By summer 2023, travelers will have the chance to stay in a floating avocado in Chile, a giant flower pot in the United States, or a pink flower house in Mexico. These are some of the accommodations offered as part of Airbnb’s 2022 “OMG! Odd House Fund” initiative.

In October 2022, Airbnb will invest $10 million to select 100 creative ideas for quirky homes around the world. These projects will appear in the OMG! category on the brand's website, which has already featured many unusual short-term rental vacation homes, such as the converted "Spice Bus" from the original "Spice World" movie in the UK and the Guitar House in South Korea.

Airbnb’s investment in these projects reflects people’s appetite for weird and unusual accommodations, while the thousands of guests around the world who have stayed there are a testament to the creative minds of these designers, architects and builders.

One of the winners is Pablo C from Mexico, who designed his own organic spaceship house inspired by science fiction movies. "The idea was to do something unusual, something that people have never seen before; something rare and wonderful that can leave a lasting impression on people."

Why you should pay attention to this trend:

Travelers are looking for quirky and memorable vacation homes that are novel, fun, and create new experiences that “open your eyes.”

23. Summer vacation trip

Rising temperatures will prompt travelers to seek out cooler destinations.

Climate change is already having an impact on the tourism industry. In the summer of 2022, the high temperatures that frequently appeared on the hot search list not only caused planes to be grounded, but also paralyzed rail traffic. The continued impact of the climate crisis has brought cooler tourist destinations into the spotlight, attracting tourists who want to escape the heat, while hotter attractions face the challenge of retaining tourists.

In the midst of the UK's sweltering July 2022 heatwave, the marketing group for the Shetland Islands, Promotion Shetland, tweeted that it was "officially the coolest place in the UK." The islands, located in the middle of the North Sea, have an average high of 58 degrees Fahrenheit during the summer months. The tweet was intended to attract travelers looking for comfortable temperatures and attract tourists who had not previously considered Shetland as a summer destination.

In the United States, San Francisco may soon attract many tourists from inland cities who have had enough of the high temperatures and heat waves in those cities. San Francisco is a coastal city, and this advantageous geographical location allows it to form a relatively mild summer climate with the influence of cool ocean breezes. Joe D'Alessandro, CEO of the San Francisco Tourism Association, told the New York Times that he "is considering using advertising slogans such as 'Come and escape the heat' to promote summer tourism products."

The battle for visitors to hot-weather destinations has already begun, with the City of London launching the third edition of its Cool Spaces map in 2022, highlighting indoor and outdoor locations suitable for tourists and residents to escape the heat.

Why you should pay attention to this trend:

Climate change is likely to become a major consideration when people make travel plans in the future. In the coming years, the concept of a summer vacation will also change as tourists rethink their travel plans.

24. “Meta-mobility” – Automotive brands are reimagining mobility in the Metaverse

Car brands and automakers are bringing their mobility solutions into the Metaverse.

• Renault will work with TheSandbox to provide a virtual car driving experience in the metaverse. Renault Korea Motors signed an agreement with The Sandbox platform in September 2022 to introduce its cars into this virtual world, and according to Cindy Lee, CEO of The Sandbox Korea, they will also "launch new experiences integrating cars and digital assets in TheSandbox."
• Volvo launched its latest electric car in the summer of 2022. Volvoverse is a concept proposed by the WPP advertising agency alliance. Volvo India held a launch event for the rechargeable car XC40 through this platform. Volvo hopes to highlight its sustainable development concept with this launch event held in the metaverse. Jyoti Malhotra, general manager of Volvo Car India, said: "The metaverse launch also helps to convey our sustainability mission because it will only have a negligible carbon footprint compared to traditional launches.
• In August of the same year, Hyundai Motor also launched its latest SUV model in India through Roblox. The launch event also launched educational spaces such as virtual test drives, virtual showrooms and virtual service centers, and included social game elements such as mini games, photo booths and treasure hunts.
• Ford is preparing to enter the metaverse and has applied for 19 trademarks for its brands covering virtual cars, trucks, vans, SUVs and clothing concepts, as well as a proposed online marketplace for NFTs.

Why you should pay attention to this trend:

According to a report by Marketsand Markets, the automotive industry's metaverse market output is expected to grow from US$1.9 billion in 2022 to US$16.5 billion in 2030.

Innovation leaders in the automotive industry are looking to capitalize on this growth opportunity by redefining “meta-mobility” and traditional consumer touchpoints.

25. Sexual Health Retreat – There is a new type of retreat that promotes the concept of sexual health.

In 2022, the Global Wellness Institute predicted that by 2025, the global wellness tourism industry will be worth $1.3 trillion, with sexual health becoming the fastest growing area of ​​the market.

Sexual intimacy and literacy programs are gaining popularity at wellness-focused resorts.

• Guests of St Regis Punta Mita can take part in the resort’s newest offering, the Sexual Wellness Retreat. The first of its kind for the luxury hotel brand, the retreat will feature a sex educator guiding participants through a private, intimate setting to explore their mental and physical sexuality. Couples and singles are encouraged to attend.
• Shou Sugi Ban House in the Hamptons, New York, offers 90-minute, private sex workshops for women. The “Sensual Lover” costs $350 per spa guest and is designed to “encourage guests to explore wellness from a more intimate perspective,” the hotel’s creative director Jodie Webber told Travel and LeisureSoutheast Asia.
• The W Brisbane hotel in Australia also has a resident sexologist who offers workshops and retreats for the hotel.

Why you should pay attention to this trend:

The travel and hospitality industries are incorporating sexual health into their service offerings to meet consumers’ needs for deeper understanding of their body, mind and the connection between the two while travelling.

26. Top three tourist destinations: Morocco, Kyoto and Tanzania

Morocco is the next affordable travel hotspot for remote workers.

• Morocco’s favorable climate, rich history, desert and beach scenery, and lower cost of living than neighboring European regions make it very attractive to the next wave of remote workers.
• In 2022, remote work company Outsite took over a traditional-style building in the famous Moroccan city of Marrakech. There are rooms built around a central courtyard, with a shared kitchen and workspace, as well as a swimming pool, hammam and roof terrace.
• In May 2022, New York Stock Exchange-listed Selina set up luxury Bedouin-style tents in Agafay, which the brand said would be its first major portfolio in Morocco. Although Morocco does not yet have a digital nomad visa, many people can travel to Morocco on a 90-day tourist visa.
• Kyoto, Japan, is hoping for the return of tourists - but locals are less welcoming to hurried check-in travelers and would prefer smaller tour groups with clearly defined itineraries.
• Before the outbreak, Kyoto attracted 9 million tourists every year, and its temples, gardens, geishas and delicious food made tourists from all over the world linger. The surging flow of people once caused traffic jams here.
• Now that Kyoto has reopened to tourism, it is hoping to offer more meaningful experiences through smaller, customized tours. Mitsui Hotels Kyoto has launched private tours of nearby Nijō Castle, which was built in 1603 as the residence of Tokugawa Ieyasu, the first shogun of the Edo period.
• In spring 2023, Danish chef René Redzepi’s Noma brand will open a 10-week pop-up store in Tokyo, serving up the region’s famous cuisine during cherry blossom season.
• Manabi Japan (also known as Study Japan) is a new company that will launch small tours around Kyoto in 2023, including day trips to the city center. The tours will feature guest speakers on topics such as Japanese Noh theater or indigo dyeing, aiming to “help people look beneath the surface,” founder Lucinda PingCowing told Wunderman Intelligence.
• Tanzania is fast becoming a top destination for solo travelers. Tanzania is well known for adventure and family travel, but it is now also attracting solo travelers.
• It’s an upscale tourist destination whose famous attractions include Mount Kilimanjaro, Africa’s highest peak, the Ngorongoro Crater, the world’s most intact volcanic crater, and Olduvai Gorge, one of the most important paleoanthropological sites on Earth.
• Then there’s the Serengeti National Park, which is home to the world’s largest annual migration of wildebeest and zebra, and is home to Africa’s largest pride of lions.
• Chanice "Queenie" Williams, who runs the travel planning website Fly with Queenie, told The Washington Post that she thought her trip to Tanzania was "perfect for solo travelers, especially women who might not feel comfortable traveling alone."

27. Urban Hideaways – Hotel brands are designing luxurious oases for city centres

It can be hard to find peace and tranquility in the city, but hotels are addressing this with new venues.

From hotels that offer guests a place to retreat, to restaurants where diners can sit back, relax and recharge, new types of sanctuaries are popping up in cities around the world. These retreats offer spaces where people can escape from the hustle and bustle of the city.

• Slated to open in 2026, Aman Beverley Hills bills itself as an “oasis of tranquility in a legendary city.” The resort features the power of nature, incorporating Californian vegetation and palm trees into the architecture and landscaping, ensuring guests feel a sense of sanctuary amid the hustle and bustle of Los Angeles.
• Aman, a multinational hotel company, also opened a hotel in New York in 2022. This hotel adopts a quiet and harmonious design, creating an atmosphere of "hiding in the city".
• Six Senses also unveiled a new resort in Rome in Europe. This is the group's latest investment project worldwide and is expected to open in early 2023, just a few steps from the Trevi Fountain. Its design is inspired by ancient Roman traditions and allows guests to explore the art of bathing in its spa, which is a hidden gem in the city, with a tranquil secret garden hidden under its roof where guests can rest and relax. Both Aman and Six Senses are ensuring that guests can relax and recharge at their hotels and return to city life in a brand new state.
• The Edition Hotel hired Japanese architect Kengo Kuma to design a green retreat in the heart of Tokyo. "I wanted to prove that creating a true oasis in the heart of a busy city is a dream that can be realized," Kuma told Dezeen magazine. The hotel opened in October 2020 and has quickly become a popular place for international travelers to stay in 2022.

In addition to hotels, other businesses are also creating an environment for customers to escape from the hustle and bustle. In Melbourne, Au79 Café is a spiritual haven in the bustling Chadstone Shopping Center. Designed by interior design studio Mim Design, the café imitates the shape of a plant greenhouse, with arched structures and hanging green plants, making it an ideal place for passers-by to take a break from shopping.

Why you should pay attention to this trend:

The future of ultra-luxury travel is about providing visitors with a duality of places—one that combines the tranquility of a paradise with the excitement of an urban culture.

28. “Meta-travel” — People are reimagining the hotel business in the Metaverse

As the line between real tourist destinations and fantastical virtual worlds becomes increasingly blurred, the metaverse is driving changes in the travel experience.

After opening its first real-world hotel in Manchester, UK in 2021, design-led hospitality brand Leven announced that it will launch its second hotel in Decentraland in 2022. The hotel, called Levenverse, is a digital amenity space that will offer a variety of events, networking, and healthy exchange opportunities.

Timothy Griffin, co-founder of Leven and head of Wellbrook hospitality, told Wunderman Intelligence: “Combining the real-world hotel experience with the virtual world through brand collaborations, art, design and events will allow travelers in both spaces to have a unique social and gaming experience.”

Moxy Hotels, a subsidiary of Marriott International, has entered the field of augmented reality (AR) and launched the AR experience "Moxy Universe, Play Beyond" in July 2022. This experience allows visitors to create their own virtual avatars in Moxy Universe and, through a series of AR challenges, get the same hotel check-in experience in the digital world as in the real world. These virtual avatars can drink with tourists in the hotel bar, stay in the hotel's private room, and even work out in the gym.

The experience has been rolled out to 12 Moxy hotels in Asia Pacific from July to December 2022.

Luxury travel company Brown & Hudson is already offering meta-travel experiences to its high-net-worth clients. Capo is one of the emerging metaverses where VR features allow clients to relive trips they have already taken in the real world. Rather than just reliving good memories through photos, holidaymakers can retrace their steps in a more immersive way with the help of videographers, and explore the experience long after they return home.

Why you should pay attention to this trend:

Hotel brands are transforming into base camps and guides for Metaverse travelers. Joshua Senior, co-founder of Leven and director of BrancoCapital, predicts, "As the Metaverse evolves from a science fiction concept to reality, every industry disrupted by the digital age will feel its impact. We believe that creative hotel brands will realize unlimited potential."

29. Opening up tourist restricted areas

In order to attract new travelers, some attractions that were once off-limits have begun to open up to the public.

After allowing foreign visitors only for non-religious reasons in the past few years, Saudi Arabia is now investing heavily in tourism in a bid to become a major tourist destination in the Middle East. These initiatives include sharing its previously hidden gems with the world and opening its ancient sites for the first time. Ancient pagan sites that were previously off-limits to tourists, such as the tomb of Qasr al-Farid (which means "the lonely castle"), are now open to visitors, a sign that the kingdom is beginning to relax its strict social protocols.

In September 2022, the government announced further streamlining of visa procedures for foreign tourists in order to promote the development of tourism.

Other tourist destinations are also making secret efforts.

• In Rome, the fourth-century Commodilla catacombs will open to visitors for the first time in 2025 after being restored by the Vatican's Pontifical Archaeological Commission.
• London's old tube stations and tunnels will also be open to the public for the first time in 100 years, while the London Transport Museum, through its Hidden London series, is launching a tour of Shepherd's Bush tube station for the first time since 1924.

Why you should pay attention to this trend:

In the past few years, popular tourist areas have restricted the flow of people and even closed attractions in order to protect scenic spots, but now more and more tourist destinations are opening up previously restricted areas to attract more tourists seeking to explore unique experiences.

30. Dark Tourism

Adventurous travelers seeking excitement and history are turning their attention to black travel destinations.

Dark tourism is not suitable for travelers seeking sunshine and a comfortable life, as it takes tourists to explore forbidden places that are usually associated with death, war and disaster. Japan's "suicide forest" Aokigahara, Poland's Auschwitz concentration camp and Cambodia's killing fields are all recognized dark tourism destinations.

According to a survey released by Future Market Insights in October 2022, the black tourism industry is expected to be worth $36.5 billion by 2032.

Ukrainian travel company Visit Ukraine has launched guided tours including "Kyiv is unbeatable", which the team said was "extremely popular among foreign tourists".

Since September, the company has offered tours to deoccupied and demined cities such as Romanivka, Bucha, Irpin, Hostomer and Borodyanka. "We realize that there are caring people who want to see the cruelty of war with their own eyes," said Anton Taranenko, CEO of Visit Ukraine. The tours are not for profit, and all proceeds will be donated to the people and cities affected by the Russian-Ukrainian war. In an interview with CNN, Taranenko said that in addition to witnessing the consequences of the war, he also hopes that tourists can feel the Ukrainian people's spirit of resistance against powerful enemies.

As the travel industry reopens, 73% of travelers now expect extreme travel experiences that “get out of their comfort zone” in 2023, according to a global survey by Booking.com.

Why you should pay attention to this trend:

The appeal of dark tourism lies in the different perspectives it offers. Jeffrey Podoshen, a marketing professor at Franklin and Marshall College, said: "People are trying to make sense of dark things, such as the reality of death, dying and violence. They see this kind of travel as an experience that allows them to face the impermanence of the world with ease."

This article is from the official website of Wunderman Thompson: https://www.wundermanthompson.com/

Author: Brand Yuan, WeChat public account: Brand Yuan (ID: brand-yuan)