‘Fulfilment is continuing to drive the luxury industry – Black Tomato divulge their trend predictions for 2020’
London, 14th November 2019 – As we prepare to enter a new decade, the world around us is in an uncertain place. One thing that remains certain is the need for travel and, people are doing so in record numbers. The global travel boom shows no sign of abating, and consumers are continuing to move away from traditional holidays towards more authentic, personal options.
So, what does 2020 have in store for us? Our team of travel experts along with Black Tomato co-founder Tom Marchant have distilled their insights and destination intel, to present an edit of what’s trending and why. We have been looking at how our clients are changing the way they travel and, with the support of Euromonitor International predicted these trends for the year ahead…
- Is the Experience Over?
The definition of what constitutes “luxury” is evolving and the “experience” phenomenon is becoming ubiquitous, which consumers are becoming increasingly de-sensitised to. Brands are now having to go above and beyond and elevate their offering to meet the expectations of discerning clientele by offering “personal fulfilment.” Recent Euromonitor International figures show that 70% of global consumers would choose an experience over a ‘thing’ and we are seeing that high earners are being pulled by the desire for experiential travel and, willing to pay more to gain unique transformational fulfilment. For us, the new ‘experience economy’ charters a deeper course, where experience is synonymous with personal fulfilment and creating lasting change is the new luxury currency for clients. With this in mind, we launched Bring it Back, a series of seven immersive itineraries designed to spark existential epiphanies and help travellers become the person they aspire to be, addressing cornerstones of life, from creativity, entrepreneurialism, family and community, sustainability and wellness.
- Room to Think
From an estimated global figure of five billion mobile phone users, the concept of JOMO* vs nomophobia**is born, we are finding that clients aren’t looking for total disconnection, rather, windows of connectivity. We are talking about more than a digital detox; people are hoping to find time for themselves, meaning, there is a growing appreciation for breathing and thinking space, leading to a rise in concepts like silent retreats. The physical and mental impacts of excessive time spent online are now widely recognised by healthcare experts. Today’s travellers are seeking a more personalised cadence where living in the moment means listening to your body, mind and soul, not itinerary.
- In Pursuit of Purity
One of Euromonitor International’s studies show that 80% of the global population lives under light polluted skies. Excess light interferes with our natural circadian rhythms by stunting the normal ebb and flow of melatonin, increasing our risk of developing obesity, heart disease, diabetes, depression, and cancer. Urbanisation and rising pollution levels are also increasing the luxury consumers’ urge to go “back to nature” and this presents many commercial opportunities for the global travel industry. Astrotourism*** has emerged as a new tourism and wellness trend looking at all the ‘things’ your phone can’t give you like air purity, leading to concepts such as forest bathing. The need to travel to destinations with dark skies and visible stars has not only emerged as a wellness tourism trend, but also highlighted a large number of red flags around climate change. With a nod to consciously immersing yourself in the natural atmosphere, this trend allows us to bridge the gap between ourselves and mother nature.
Showcasing this trend, we are offering an Andean traditional earth ceremony in Peru on itineraries, where with the guidance of a local shaman, travellers will absorb the Andean cosmological view, take part in a ceremony which venerates and thanks the Earth as the source of life under the stars and open skies on Lake Huaypo. For our take on forest-bathing and astrotourism, we’ve designed an itinerary combining the Dolomites and Lake Garda for travellers to experience life-changing moments in nature including falconeering, star gazing, trail hiking and overnight stays in remote, private mountain huts with clean air that promote mind-body health. The effects of this kind of travel are profound and include deeper relaxation, less stress (lower cortisol levels), reduced inflammation sparked by aromatic healing and a desire to bring these insights back home.
- Doubling Down
The trend of travelling the world and visiting places in order to tick boxes is becoming less common. Instead, Black Tomato are seeing increasing enquires from travellers keen to revisit their favourite destinations, to build on relationships formed, connect with communities and bring that knowledge home to apply in their day-to-day lives. As an example, in 2016 we saw 5% of our clients returning to a previously travelled destination, a proportion that’s grown to 12% of our clients in 2019 and we expect this to be even higher in 2020. Euromonitor reports 19% of travellers prioritising immersion in local culture over and above shopping, arts and heritage. Additionally, Black Tomato often set the ‘20 Questions’ challenge; when visiting a destination which is to ask locals 20 different questions before returning home, to encourage interaction with the local community and uncover the hidden gems. With all the infinite options that a Google search offers as we stroll along a street, we can be distracted from being fully immersed in the moment 2020 will see Black Tomato expand and launch 20 Questions across many new destinations.
- Culinary Significance
This strong driver for travel isn’t new, food is a beloved lens into a culture and a driving force for tourism; in 2019 we saw a shift that will continue 2020 as we grow an even stronger relationship with food – that goes beyond an ingredient’s origins, sourcing and taste, to craving a deeper connection with the people and cultures behind the dishes that define destinations. Driven by popular culture and culinary entertainment shows such as Chef’s Table, Somebody Feed Phil and Remarkable Places to Eat the spotlight is now being put on restaurants that are the traveller’s focus over and above the destination. This trend is driving companies, and us, to think hard about their offerings. Our travellers want to explore destinations alongside the regional tastemakers, chefs, winemakers, and industry savants who keep local culinary traditions and innovations thriving.
We have added further itineraries to our Tasting Notes collection, introduced a dedicated planner for clients wanting culinary inspiration whilst away and recently, partnering with foodie authority Eater, we created a series of culinary journeys that shine a light on the people behind a destination’s grassroots. This huge passion point has seen well know luxury brands opening cafes and restaurants to widen their offering, forming a destination rather than just a brand. According to Euromonitor International, within the experiential luxury sector, luxury foodservice remains a small category, valued at USD342 million, but it is growing rapidly, posting a 13% CAGR over 2013-2018, with Prada, Fendi and Jacquemus all opening outlets.
*JOMO = Joy of missing out
** nomophobia = the irrational fear of being without your mobile phone
*** Astrotourism = intentional travel to places with dark skies and more visible stars