How the travel industry can help us detech

Disclaimer: © MyTravelResearch.com® 2017
Client:
Prepared by:
Date:
Trend: De-Teching and digital detox
MyTravelResearch.com Premium Members
MyTravelResearch.com
February 2018

We are becoming increasingly exhausted by constant connectivity and an
‘always on’ mentality, consumers are looking to brands who can help them
to escape from the (real and virtual) noise. This could be by forcing them to
turn off devices or providing them with an urban oasis.
The Travel Industry is well placed to action this trend
https://premium.trendwatching.com/trend/unplugged/

Food for thought
About 84% of users
take their
smartphone
wherever they go.
71 % never have time
out from their device
by turning it off.
68% say they check
their phone within 15
minutes of waking up
in the morning.
87% of millenials
always have their
smartphone at their
side, day, and night.
We check our
phones 150 times a
day.
We spend 177
minutes on our
phones per day.
30% are willing to
admit that they
actually get “anxious”
when they don’t have
their phone on them.
91% of users of them
turn to their phones
for ideas in the
middle of a task.
88% of Australians
research hotels
MORE online than
they do offline.
https://think.storage.googleapis.com/images/micromoments-guide-to-winning-shift-to-mobile-download.pdf
http://www.news.com.au/technology/gadgets/telstra-smartphone-and-tablet-index-reveals-australians-are-addicted-to-smartphones/story-fn6vihic-1227078120633
The Google Consumer Barometer Survey 2014 / 2015 – Australian base

Hyper-teching/De-teching (1)
• Smartphones have made technology universal,
and in its Connected Traveller report, Amadeus
quotes research by iSuppli Corp estimating 5
billion wireless subscriptions globally in 2010,
and estimated it would have reached 6 billion by
2014.
• The internet and devices such as this, as well as
products such as Siri and Google Now have
shifted our relationships with technology. We
are estimated to touch our mobile phone more
than 150 times per day.
• In addition to this is the Internet of Things (IoT)
and apps/bots which can curate experiences.
• The result is a sense of Hyper-teching (called
UbiTech by Trendwatching) – the idea that
technology is ever present in our lives and that
we depend on multiple sources of data.
http://www.amadeus.com/airlineit/the-always-connected-traveller/docs/amadeus-the-always-connected-traveller-2011-en.pdf
http://www.businessinsider.com.au/here-are-the-10-best-australian-hotels-for-tech-travellers-2014-10#x10
Mark Olsen of EC3 at 2015 and 2015 ARTN Conferences
We are constantly on!

• Including the tourism and hospitality sector,
products and services in many categories are
responding to this trend, particularly at the
luxury end, such as the Museum of Old and New
Art (MONA) Pavilions, who are using technology
for everything from art to state of the art
entertainment, all managed from a single point.
• The trend reaches children.
• According to Common Sense Media, three
quarters of American children under eight have
access to a smartphone or tablet, and a poll
conducted by Vodafone of parents in the United
Kingdom determined that 93% of them allow
their children to use their smartphone and
tablets.
• This means that Gen Z children and ‘Alpha’
generation kids expect this universal availability
of technology.

• The impact of continued technological exposure and increased stress is also recognised, however, and ‘de-
teching,’ or voluntarily detaching, in whole or in part, from technology devices, is being undertaken.
• This digital detoxing (linking it to health and wellness trends) may be short term, i.e there are apps available
to block or check use of social media. Longer term de-teching has been embraced by the hospitality industry:
– At Villa Stephanie in Germany, guests can shut down all devices with the flick of a switch, as noted by
Trendwatching.
– A new Westin package for its Hilton Head Island property in South Carolina invites guests to surrender
mobile devices and car keys at check-in and enjoy exploring with an “unplugged survival kit,” including
maps of the island, as noted by JWT.
• .

• Ironically, many of the methods
to de-tech are themselves
technology-based.
• As far as consumers are
concerned, there is a difference
between consensual and forced
de-teching.
• Although currently more
pronounced in Western markets,
this trend is worldwide.

Why are we de-teching?
Urban Sprawl
• Cramped spaces,
• Crowds,
• Noise
• and pollution – worldwide,
• ‘citysumers- face a daily battle
against their urban environment.
• And as more and more people
pour in, there’s little chance
these conditions will improve.

Life overload
• Hectic schedules,
• Endless emails,
• Always on-call
• Overwhelmed consumers are
subjected to increasingly stressful
lifestyles.
• Many crave moments of peace
and solitude or seek a return to a
simpler time.
Can your travel product, service or
destination deliver this?

The Digital Shadow
• Increasingly informed about how
digital addictions (from Facebook
to Candy Crush) are affecting
their physical and mental
wellbeing – and despite their best
intentions – consumers can’t
break the habit

Insight to action
Unplugged and rewarded
• ‘Digital detoxing’ is not a fad.
• A growing number of individuals would truly
benefit from a break.
• To enforce digital detachment, perhaps you
could offer incentives currencies of change for
compliance
– In the form of value-add, deals
• Currencies of Change is a trend that will delight
consumers twice over: the joy at saving (or
making extra) money and getting one sweet
step closer to one’s BETTERMENT goals.
• While consumers will embrace cold hard cash
savings, don’t forget to also allow them to flaunt
their achievements online. Think ‘and’ not ‘or’
when it comes to pairing social rewards with
financial incentives.
• Detox packages
• Low season incentives
• Partner with local Yoga schools,
gyms, personal trainers
• Meditation
• Offer a safe for their devices
“Show us a consumer who isn’t trying to improve their lifestyle (or on some level aware of the need
to). But a very real blend of high costs, oh-so-human inertia and inconvenience mean action is often
lacking. Which is why brands that return to a tried and tested route – discounts and deals – will be
welcomed with open arms”. Trendwatching 2017 about “Currencies of Change” Trend
What you can do

Insight to action
Brief respite
• Despite the downsides of tech-
powered urban living, most
consumers won’t give up on the
benefits.
• As full-time fixes aren’t possible,
offer solutions (a rooftop green
area, a no wifi zone) that allow
urbanites to temporarily unplug,
albeit briefly.
• Weekends away
• Short breaks
What you can do

Insight to action
Work to unwind
• Consider long-term programs that
exchange FaceTime for face-to-
face time.
• Think community initiatives,
volunteer schemes and clean-up
drives that put participants’
newfound free time to good use
• Voluntourism
• Immersive experiences
• Family facetime
– exchange FaceTime for face-
to-face time.
What you can do

Disclaimer: Please note that the information and data contained in this update has
been prepared for the specific purpose of addressing the items for the research
between MyTravelResearch.com Pty Ltd and Premium MyTravelResearch.com
members
It may not be suitable for other applications. The use of this data for any other purpose
should be discussed with the lead author. MyTravelResearch.com accepts no
responsibility for unauthorised use of this data by a third party.
© MyTravelResearch.com® 2017

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