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TRENDHAWK REPORT

Hawkins international Pr sets our sigHts on tHe Hottest trends to

watcH in 2017

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each year, Hawkins international Pr canvases the globe for the newest trends far and wide, relating to travel, media,

technology and beyond.

We’re excited to share these timely articles and our insights with you as you look ahead to the coming year.

Please contact us at hipr@hawkpr.com for a complimentary half hour brainstorming session to discover what trending

opportunities exist for your brand in 2017.

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2016 was a hot year for major merger and acquisitions in travel. Marriott Hotels acquired Starwood Hotels in September, bringing its portfolio to 30 brands including eight luxury brands, while AccorHotels purchased Fairmont Raffles Hotels International (FRHI) in July, a move that will help build Accor’s portfolio of luxury hotels. In airline news, Air Alaska completed its acquisition of Virgin America, making it the 5th largest airline in the U.S., while affordable business-class-only airline, La Compagnie joined forces with low-cost air carrier XL Airways to become the European leader in affordable flying—whether in business or coach.

“ While we’re just beginning to see the effects of these mergers, it’ll become clear in 2017 how exactly they will impact consumer travel in terms of prices, loyalty membership offer-ings and transportation and accommodation options. – Global Traveler ”

Still, the rise of the sharing economy has caused hotel chains to do some soul searching and shake up their business models to appeal to the all-impor-tant millennial traveler. – Adweek ”

“Traditional hospitality companies are finally embracing the sharing economy. AccorHotels and Wyndham Worldwide both acquired or invesed in sharing economy companies in 2016, signaling that traditional hospitality brands are finally seeing the value and consumer demand in this emerging sector.

Millennials continue to be a target audience for travel companies. The group is considered the most frequent business traveler sector, affecting how airlines and hotels approach everything from loyalty programs to design.

“”

Millennials are reinventing the travel industry. That means everything from the destinations they visit to the way they share information about their trips. – Virtuoso

Cuba tourism will continue to soar in 2017. The first U.S. commercial aircraft touched down in Havana in August and major hospitality players including Marriott and Carnival are opening hotels and offering travelers the op-portunity to cruise through Cuba.

No combination of cruise ships, Airbnb rentals, state-run hotels, or nuns’ quarters will be enough to replace smart tourism development, which Cuba may not yet be capable of carrying out.

– Skift

“”

Cuba tourism will continue to soar in 2017. the first U.S. commercial aircraft touched down in Havana in August and major hospitality players including Marriott and Carnival are opening hotels and offering travelers the op-portunity to cruise through Cuba.

No combination of cruise ships, Airbnb rentals, state-run hotels, or nuns’ quarters will be enough to replace smart tourism development, which Cuba may not yet be capable of carrying out. – Skift

“”

Sustainable travel takes full account of its current and future economic, social and en-vironmental impacts, addressing the needs of visitors, the industry, the environment and host communities. – United Nations ”

“2017 will be the year of sustainability. the United Nations declared 2017 as the International Year of Sustainable Tourism for Development, aiming to foster better understanding of how travel can positively impact the world, which leads to a better appreciation of the inherent values of different cultures. Vacation destinations on the cusp of change are most desired and more parents are introducing their children to endangered destinations. As such, Big Five Tours & Expeditions created Precious Journeys, a collection of trips designed for kids, to incite families to learn more through travel together.

media landscapescoping the

How Fake News Goes Viral: A Case Study – The New York Times

//After the 2016 election, everyone had doubts about the validity of their new sources including Hillary Clinton. Google and Facebook are changing the way we find news after reports that incorrect and biased “news” affected the election. Here’s NPR’s “Finder’s Guide to Facts.”

”“Newsrooms are still shrinking.

In the last two months alone newsrooms at The Associated Press, The Wall Street Jour-nal, Gannett, Univision, Bloomberg and Thomson Reuters have announced staff reduc-tions and Self, Complex, New York Observer and Teen Vogue all announced closings or downsizing of their print editions.

Eight years after the Great Recession sent the U.S. newspaper industry into a tailspin, the pressures facing America’s newsrooms have intensified to nothing less than a reorganization of the industry itself… – Pew Research Center

”The print magazine is no longer the hub of the wheel, but it remains an important point of engagement with audiences and an ad vehicle that produces resilient revenue. – Folio

“But print is not dead! In 2017 Paste Magazine will revive its print edition after six years, Hearst will test out a new title headed by Food Network star Ree Drummond, Nylon will relaunch men’s fashion title Nylon Guys and Davler Media Group will launch a new design glossy aimed at the gay market.

How is technology shaping the newsroom of the future? – The New York Times

And all media outlets are finding innovative ways to stay relevant and keep audiences engaged. the New York Times launched a 360 News feature which allows viewers to get a 360- degree view of daily videos—from sandboarding in Peru to a stroll in the park with Chinese contemporary artist Ai Weiwei.

//

influentialgetting

”“Influencers with massive followings may not make

the biggest splash on social media! Brands have begun investing in micro influencers who prove that fewer followers can often lead to more conversions. The quality of followers is always more important than the quan-tity, and, when looking for influencers, engagement rates are a primary metric to confirm their value.

Instagram followers with under 1,000 followers have a like rate of about 8%. Those with 1,000 to 10,000 have a rate around 4%. As the follower rate grows, engage-ment drops even further. - Forbes

Instagram Story takeovers are a backdoor approach to accessing new demographics. – Gary Vaynerchuk”

“With the rise of emerging social platforms like Instagram Stories and Snapchat, it’s time to rethink traditional social media deliverables when partnering with influencers. Consider implementing new features, such as an influencer takeover of your brand’s Instagram Stories or snapchat to bring more “personality” to a social collaboration. Your followers will appreciate an authentic brand collaboration.

We’ve been interested in deceptive endorsements for decades and this is a new way in which they are ap-pearing...we want to make sure [consumers] are not being deceived. - Michael Ostheimer, FTC’s Ad Practices Division”

“Is that an ad or not? With the FTC cracking down on businesses that fail to clearly spell out the connection be-tween influencers and the product they’re endorsing, it’s more important than ever to have forthright talks with influencers about disclosure prior to an activation. All that’s needed is #ad, but it continues to be an evolving conversation. The most up-to-date guidelines can be found on the FTC website to ensure your brand avoids any legal issues.

digestdigital

Streaming video apps put the power of video storytelling – and with global reach – into the hands of anyone who can operate a smartphone. – Inc.”

“The importance of brands implementing a smart video strategy has been growing for years, but disruptive video is the newest trend to watch! Facebook Live launched earlier this year, attracting early brand adopters across industries eager to embrace this raw, authentic content medium to keep their audiences engaged. instagram also just unveiled live video broadcasting, and snapchat is rumored to be next. Travel brands are also investing in virtual reality and 360-video technology to revolution-ize the industry.

In 2017, the number of mobile phone messag-ing app users will be increased to an amount of 2.10 billion. The rise of the chatbots in 2017 is on account of increasing usage of messag-ing apps by the users. - Medium”

“Siri may be the world’s most popular chatbot, but experts are betting that 2017 will mark the year of full-scale chatbot integration across mainstream industries spanning from travel to fashion and leading to “conversational commerce”. These artificial intelligence tools have the capability to learn user preferences and assist with everything from researching flights to booking hotel stays, even managing customer service – all without involving any human interaction.

”More than 42% of companies already have prox-imity marketing (such as beacons and geoloca-tion) in place while 39% say they will implement it in the next three years. – Search Engine Watch

“Mobile beacons will help deliver more relevant and personalized messaging to consumers than ever before. Mobile beacons are on-site devices that use technology to detect mobile phones, analyze behaviors and ultimately customize experiences. Marriott recently announced plans to expand beacons to 500 properties by the end of 2016 which provide guests with geotargeted special offers, while starwood Hotels implemented beacons to elevate the guest experience by streamlining housekeeping efforts and the check-in process.

IN 2017FOOD FOR thought

Instead of bed and breakfast, it’s dinner and a pillow, the more nourishing sister trend to the “bed & beverage” concept of cocktail bars run-ning rooms. – Bloomberg ”

“Destination dining gets redefined. With a new hotel dedicated to gin launching in London, food and drink is becoming the pri-mary focus at hotels worldwide. On the flip side, high-end restaurants and bars are inviting diners to spend the night by offering on-site guest rooms with quirky food and drink-themed amenities and perks that afford guests a complete culinary journey throughout their stays.

The aim is to strip the meal of all unnecessary distrac-tions, including social interaction, and enhance the sensory experience […] – Grubstreet”

“The solo travel trend extends to solo dining. While guests enjoy personal hospitality, a new crop of Automat-format and solo-dining concepts offer less human interaction.

In 2017, it’ll become more normal to see blemished fruits and vegetables on the shelves of your local stores as consumers become aware of the perva-siveness of food waste. – MindBodyGreen”

“By-product dining goes mainstream as chefs bring leftover ingredients to the forefront in an effort to curb food waste. Aqua-faba from canned chickpeas is now being used in vegan whipped cream and mayonnaise, whey leftover from the yogurt-making process is incorporated into probiotic drinks and spent grains from the beer brewing process are being used in everything from edible six-pack rings to over-the-top bread recipes.

WELLNESS TRENDSNEW YEAR, NEW

Everyone from pro athletes to stroke survivors are ben-efiting from aquatic exercise that combines walking or running against the natural resistance of the water to help build strength and endurance. – CBS News ”

“With more than two-thirds of the Earth covered in water, it’s no wonder hotels and resorts are turning to water-based activities to appeal to the ever increasing number of travelers looking for a wellness-focused getaway. Hotels are reimagining wellness on the water, offering innova-tive fitness solutions like Hobie Mirage eclipse, Aquaphysical boards and schiller Bikes to meet guests’ fitness goals.

Meditation has become the new buzzword for well-ness, as boutique meditation studios replace yoga studios as dens of urban zen. – Departures ”

“Wellness travel has evolved from hitting the hotel gym to holistic retreats, many of which incorporate mindful meditation into the program. Whether it’s as simple as in-room coloring books or as immersive as emotional healing retreats at Thailand’s Kamalaya Koh Samui, mindful meditation is taking the travel industry by storm.

”

From offering the latest modern treatments to connecting with guests on social media, technology is a part of almost every aspect of the spa experience. – American Spa

“Tech and wellness are joining forces in hotel and resort spas across the country. innovative treatments like “Radio Frequency” skin-tightening and “Mesotherapy” vitamin and mineral delivery are tak-ing some of the world’s best spas by storm. Some spas are experimenting with the RelaxWellPod System which offers a multi-sensory personal sauna body pod experience, including precisely adjustable thermal sauna, soothing vibratory massages, rejuvenating aromas, and mood enhancing ambient lights designed to cater to a wealth of personal needs.

BRIDAL TRENDSHERE COME THE

Today’s couples want a wedding that will blow their guests away, and one of the key elements to an unfor-gettable event is the choice of venue. – Bridal Guide”

“Wedding venues get even more unexpected and customizable. Couples are seeking out unexpected wedding venues—from large empty plots of land to rooftop tents—to personalize their big days on every level.

Couples are skipping the cocktail hour’s wine-and-cheese pairings for unexpected drink and app pairings. Unexpected pairings include anything from margaritas paired with guacamole and tacos, pretzel bites and artisanal mustard paired and craft beer shooters and signature shots ac-companied by the couple’s favorite bite-size app.

Wine-and-cheese pairings have become a familiar site at cocktail receptions, but […] matching different foods with different drinks is being carried over to other types of beverages and appetizers. – Bridal Guide

“”

“We all know that guests love a good photo booth, but this new trend is saying “see ya” to those old school photo strips!” – Lover.ly”

“Wedding photo booths get upgraded. Couples are upgrading the traditional photo booth with new features like flipbook booths, slo-mo booths and animated GIF booths, most of which text the content directly to guests’ smartphones so they can share immediately on social media with the prerequisite wedding hashtag.

in 2017meet us

With an emphasis on local F&B and diet trends, [2016’s] F&B craze continues into 2017, […] The quirkier, the better in most cases. – Prevue ”

“They are coming for the food. Destination Hotels’ annual State of the Meetings Industry survey found that meeting plan-ners consider F&B the third-most critical factor when selecting a property for a meeting location (after location and room rate). Driving this trend is the growing emphasis on local F&B, health/wellness trends, and interest in bolder and quirkier menu selections.

Minimalism is a growing trend in fashion, architecture, furniture design—and yes, meeting space. – Smart Meetings ”

“Meetings are going minimal. the growing design trend of minimalism is carrying over into meeting spaces as meeting and event planners increasingly request spaces that have flexibility to accommodate all of their group’s technology needs, while also having the ability to seamlessly adapt through-out the course of the meeting to meet their group’s activity needs – from speakers to break-out sessions to group brainstorms.

The fact that people are willing to engage in the physi-cal activity tells planners that with the right incentive, attendees will do the same. – Connect ”

“The Pokemon Go craze was just the beginning. The game that took over the world this summer showed us the strength and impact of aug-mented reality. Planners are taking note and have been using augmented reality platforms like Zappar, Blippar and Layar to bring event materials like posters, contests and confer-ence guides to life through handheld devices.

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But Wait, There’s More . . .READ ON FOR SOME ADDITIONAL TRENDS WE’RE EYEING FOR 2017

trending in traVel: From bucket list travel to river cruises for families: Travel + Leisure, Forbes and Yahoo scoPing tHe Media landscaPe: From Condé Nast’s Food Innovation Group to virtual ready: Variety and Adweek getting inFluential: Snapchat and Instagram showdowns, managing budgets and more: Forbes, Huffington Post and AdWeek digital digest: From augmented reality advancements to monetizing live streaming video: Talkwalker, Forbes and eMarketer Food For tHougHt in 2017: kale no more, creative condiments and chocolate cake for breakfast: Forbes, Fortune and Epicurious new Year, new wellness trends: Mezcal mania, the coming of cannabis and dream meditation: MindBodyGreen, Well + Good, MyDomaine and The Zoe Report Here coMe tHe Bridal trends: From BBQ Sauce Stations to curated registries: PureWow, Bridal Guide and The Huffington Post Meet us in 2017: From Xtreme sports to virtual meetings: Smart Meetings, Meetings & Conven-tions and BizBash

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to discover what trending opportunities exist for your brand in 2017.