In the past, businesses often grappled with the choice between personalization and scalability. They could either offer deeply personalized experiences but serve a limited audience, or they could scale their offerings to reach a broader market and risk losing the personal touch. This dilemma has been the focal point of many strategic discussions, but the digital age has ushered in new possibilities.
Travel, an industry built on the promise of uncovering adventures and stories, provides an intriguing case study. One of the noteworthy 2023 travel trends is "slow travel," a movement that encourages travelers to embrace a more leisurely pace.
synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop
grasping the distinct consumer perspectives that these diverse regions offer
Vacationers are becoming increasingly aware of the impact their travel choices have on the environment and local communities, and as a result, they’re prioritizing authentic and ethical travel experiences that allow them to connect with the local culture and people. In a guided tour, experiences tend to be more touch-and-go; but with slow travel, people are intentionally choosing transport options like taking trains, buses, or even cycling.
These might not get them to their intended destination as quickly as flying on an airplane can, but are infinitely more environmentally friendly. Better yet, the journey itself becomes an integral part of the vacation.
Tour groups and travel agencies are used to squeezing everything there is to do and see into an action-packed itinerary, giving holiday-makers an exhaustive overview of everything a place has to offer. It’s great if you’re on a tight schedule and just looking to get the most out of new places in the quickest way possible. However, the emergence of conscious consumers seeking more meaningful and sustainable experiences at underrated destinations — all while adopting a slower pace — makes it that much more difficult for travel agencies to cater to this growing group of consumers.
We took it upon ourselves to have our generative AI design a whole new travel experience for slow travelers using Sphere’s Product Innovation app, which produces both copy and AI-generated images in just a few minutes.
Curated digital profiles:
-Instagram, Twitter, and TikTok (US)
-Weibo and Douyin (China)
Pulled 400 million unique searches to estimate the growth of each segment
Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments
These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.
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Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.
Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.
Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products
These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.
Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.
They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.
Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.
Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.
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