How is it possible to predict the future?
The future is all around us – you just have to know where to look,” says Jenny Southan, editor, founder and CEO of Globetrender. Through a combination of qualitative and quantitative research, underpinned by expert interviews and case studies, this report gives a reliable forecast for what’s coming next in luxury travel.
Southan says: “At Globetrender, we always consider how the life cycle of a trend moves from the innovators that trigger them on the minority fringes to the early adopters, early majority, late majority and, finally, the laggards.
“When searching for trends, we apply the ‘three times’ rule. A one-time occurrence is an anomaly, twice is a coincidence and three times is a trend, worthy of further exploration. This is both an academic and creative process based on IOI (Intuition, Observation and Investigation).
After identification, we then give the trends unique names that can be tracked online. “For every ‘micro’ trend, we also consider the ‘macro’ trends that represent the wider cultural shifts in consumer desires, motivations, values and behaviours around the world. These are based on STEEP – Social, Technological, Economic, Environmental and Political – forces.” For this report, Globetrender worked closely with Pelorus by conducting a series of consultations to identify what trends Pelorus itself is giving rise to through innovations of its own, as well as what its clients are asking for, where they are planning to travel to and how their needs are evolving. After drawing up a long list of themes, concepts and drivers, we formed a short list of trends and complementary case studies.
