In a study on the traveller of tomorrow carried out with the trend forecasting company The Future Laboratory, the hotel marketing brand Design Hotels outlines a new profile: the "Promadic Traveller", a sort of responsible tourist, a progressive nomad who cares about the fate of the planet. This trans-local and pan-generational traveller is, according to the study, aware of the major global issues (climate change, demographic transformation, over-tourism, gender and ethnic equality, to name but a few) and is conscious of the impact that brands and travel have on environmental and social ecosystems. As a consequence, the values and desires of this emerging category of explorers will have to be taken into account by the hotel industry, with innovations in services, approaches and concepts aimed at them.
Sustainability: the challenge of the future
With the UN setting 2030 as the year by which the effects of climate change must be drastically reduced, sustainability is set to become a major driver of development. In the coming years, companies will be called upon to work together and show their commitment to the environment. A survey by Booking.com on Generation Z consumers in 29 global markets reveals that 77% of them consider the impact of travel on their destinations to be an important factor when deciding where to go, while 81% say they want to stay in green or eco-friendly accommodation. Alongside hotels that are far from the usual circuits of mass tourism, we will therefore see the emergence of high-end eco-resorts – where the notion of high-end is primarily defined by the experience offered – in which nature and architecture blend harmoniously. One example? Svart by Snøhetta, the world's first hotel to produce more energy than it consumes, which will open in 2022 in Norway's Arctic Circle. Designed to attract travellers in search of uncontaminated, extreme nature, the structure, which is inspired by traditional Norwegian architecture, will also feature a farm, an education centre and a design workshop. As Trippin's co-founder Sam Blenkinsopp says, "These experiences have the ability to excite the soul in a way that technology can't."