EXPLORE THE TRENDS
THAT WILL DRIVE CONSUMER AND TRAVEL INDUSTRIES THROUGH 2022 AND BEYOND.
a report from Hawkins International, a FINN Partners Company
It’s that time of year again…
As in editions past of our annual TrendHawk, you’ll find an interesting collection of fact-filled articles covering developments we’ve noticed in the travel and lifestyles spheres across the globe — and where we think they’re headed. We’re bringing these ideas front and center to highlight what individual travel and lifestyle brands are doing as things work their way back to normal again.
Spoiler alert: You’ll see a lot of Hawkins International and Maverick Creative clients, but also other brands in the mix. We’re not above spreading credit for sharp thinking around!
None for the road.
Inspired by the long slog of the pandemic, many people are now looking to live more healthfully, and brands are stepping up to give drinkers less with new offerings that celebrate the zero-proof lifestyle.
big growth for small markets.
Big cities and iconic attractions will always be top-of-mind for travelers. But as the industry reheats and people desire shiny new toys, smaller cities and out-of-the-way destinations are poised to share the spotlight.
Traveling with intention.
Sustainable travel will be on trend reports every year for the next decade — and for good reason. While travel providers have long borne responsibility for the guest experience, more and more travelers now see it as their responsibility to ensure the future of the planet.
Please Pass the Community Culinary Spirit.
After gleaning last spring that hotels were feeding people’s hunger for escape with new outdoor dining offerings such as rooftop restaurants, this year we see them encouraging community via culinary experiences for those craving kinship and cuisine.
Making Boutique Hotels Better.
As the number of boutique properties rise, we see a necessary trend of boutique brands setting themselves apart to stand out in their destinations… or risk being gobbled up by big brands.
Travel as Healing.
You should be traveling more. After declining along with the rest of the industry as the pandemic rejiggered life, wellness tourism – defined by the Global Wellness Institute as “travel associated with the pursuit of maintaining or enhancing one’s personal wellbeing” – is now going like gangbusters.
Relax.
You’re at Work.
As cited in Forbes, projections by Ladders see 25% of all professional jobs in North America going remote over the calendar year ahead, and opportunities for remote work increasing through 2023.
Video Killed the Photo App.
Video allows you to visually provide information on your brand and can capture more aspects of a brand's identity than a simple image. In 2022, video content has become the primary content medium on social media. In fact, this year online videos will make up over 82% of consumer internet traffic.
we hope you enjoyed our 2022 TrendHawk report — and we look forward to hearing your thoughts! As Always, be sure to keep in touch!
— Jennifer Hawkins, Managing Partner
Hawkins International PR, a FINN Partners Company, and Maverick Creative