– Personalised web experiences. Hotels are starting to use customer information found online to target customers based on their preferences and online behaviour.
– Mobile keeps growing.
– Mobile payments for mobile hotel bookings.
– Taking ownership of your brand’s voice on all the different channels, including social media, TripAdvisor, etc.
– Paying in order for content to be seen on social media platforms.
– Becoming more customer-centric (human-to-human) and tailoring products and services around customer personas, expectations and experiences.
– Growth in visual storytelling, allowing hotels and restaurants to develop a vibrant and engaged community.
– Content that creates excitement and stirs emotions.
– Targeting Baby Boomers, currently the wealthiest generation, as part of the marketing strategy.
Apparently there is a restless palate syndrome going around, especially among the millennials. Think bold, crazy flavours and you’ll be trending!
– Root vegetables, i.e. celery root, parsnips and kohlrabi
– Seaweed is now being used as packaged snacks, in seafood sauces and poaching broths and not only in sushi anymore.
– Sweet-spicy sauces, condiments, jams and jellies like piquant honey, jalapeno honey, ginger-citrus honey and more.
– Vegetable yoghurts. Haagen-Dazs in Japan even has two vegetable flavoured ice-creams!
– Hummus has “out-trended” salsas.
– Bacon is not a trend anymore. Rather think guanciale, pancetta, fried pork ears, pork cheeks and ‘ndjua, a spreadable, bold flavoured sausage from Calabria.
– Cocktails with beer, shareable punches and herbal liqueurs.
Customers in 2015…
– Share selfies and photos of experiences.
– Prefer smaller and more flexible dining portions.
– Are always connected
– Are opinionated and share it with their friends
– Consider trust as convenience
– Are value conscious
– Require immediacy
– Ignore advertisements
– Seek authenticity
– Follow rituals