Not entirely travel-related but interesting synopsis of how consumers have changed their behaviour after the economically difficult period of 2009 into 2010, often technology-led.
The analysis comes from Promise, a UK-based research-led consumer and branding strategy firm which has worked with the likes of TUI accommodation firm LateRooms, Thomas Cook, Opodo and Hilton.
Speed, simplicity and shortcuts
- Consumerrs look to brands to help them navigate complexity and make their lives simpler, faster and more efficient. Expect even more of this in 2010.
De-clutter my life
- 2009 saw a big spring clean, following years of accumulation. This continues in 2010 - and consumers will be more considered when buying and choosing brands in the future.
Hobbies are back... as a social DIY
- The ups and downs of 2009 mean there's a hunger for community and simpler forms of fulfilment. Our growing exposure to personal technology both increases our appetite for new experiences - and leaves us missing basic human interactions.
Technology will bring us to together, and drive us apart
- Further advances in technology created even more tension between those would like to embrace this brand new world and those who avoid it at all cost. Expect even more technological extremism in 2010.
I want to feel closer
- Recession-struck consumers feel particularly vulnerable and have a strong need to get closer to the real world, community they live in, their friends and family, but also companies and brands.
Even tougher cookie
- This recession has produced a much harder, battle-scarred consumer who is way more cynical, pragmatic and ruthless when it comes down to brands, loyalty and trust.
Environment on hold
- Consumers are getting increasingly frustrated by environmental problems. Lack of leadership, results and now even evidence, combined with a shift of priorities due to recession have made the environmental problem almost too big to try solving.
Here, there and everywhere (and anytime!)
- Recent developments of mobile internet technologies have enabled consumers to lead completely different lifestyle - mobile, fast, informed and independent.
Compartmentalisation
- In a mobile world where everything is everywhere and time is flexible, structure helps people to overcome feeling of uncertainty and ambivalence.
It'll never be the same again
- 2010 is a completely new world, post-recession reality and the beginning of a new decade. It is an amazing time of opportunity for brands who have a permission to change the future by shaping it.
An interesting element to this list is the absence of social media as an influence on consumer-buying behaviour - something which almost every other marketing and branding firm has highlighted throughout 2009 and 2010.
A missed opportunity to mention it or something else?