7HOSPITALITYECOTRENDS

TrendsReport2/2019

7HOSPITALITYECOTRENDS

ZeroWasteLifestylesandBusinesses Immersive Technologies

ResponsibleTraveling

GreenNewLuxury

UrbanFarming

NewWaysofMobility

BringingOutdoorandNaturetoIndoors

ZEROWASTELIFESTYLESANDBUSINESSES

Moreandmorepeoplearedevelopingasustainableandzero-wastelifestyle.Thisincludesadoptingnewwaysofcombatingwastecreation,alteringtheircarbonfootprintandthechangingofdiet.Companiesarealsoembracingthecirculareconomy.

ZEROWASTELIFESTYLESANDBUSINESSES

Alltypesofbusinessesareputtingtheireffortsintocreatingsustainablebusinessmodelstotackleissuessuchaswaterandfoodloss,waste,carbonemissionsandplasticusage.

ZeroWasteBusinessesBusinesseslikecarmanufactures,beveragemanufactures,retail,hotelsandrestaurantsaremakingbigstridestobecomezerowaste. E.g.SheratonSanDiegoHotel & Marina, Hotel Ribno inSlovenia,RestaurantNollaand Maannos inFinland,andSilorestaurantintheUK areeliminatingwastebycompostingeveryscrapandpiece ofleftoverfooddirectlyon-site.

Searchfornon-plasticWood-made,compostablecoffeecapsules,coffeepackedincompostablebags, re-usabletake-away-cups,carrierbagsmadefromcorn...companiesareseekingandcreatingalternativesforplastic. E.g.DeltaCafésDeltaQcapsules,S'wellStainlessSteelStraws.

ReusableandrenewablewaterFrombrewerstoutilitiestoindustrialcompanies,morecompaniesareinvestinginrecycledwastewater(e.g. SamLords Castle Hotel). Eco-friendlysystemsusesolarpowered“hydropanels”andpullmoisturefromtheairtocreatedrinkablewater.E.g.FogPoint, ZeroMassWater.

BusinessesforSocialGoodThereareanincreasingnumberofinnovationsdesignedtopromotesocialgood.Foodproviderspreparehigh-quality(vegetarian)dishesfromsurplusrawmaterialsthatarecollectedfromtradersandproducers.Businessesarehelpingtheunemployedandimmigrantstofindworkaswellasdeliveringfoodandotherresourcestocharity,orthoseinneed.E.g. LoopinHelsinki,Sharebite,Fareshare.

RESPONSIBLETRAVELING

Responsiblepracticesingeneralandintourismspecificallyarenecessitiesnowadays.Consumerawarenessisrising,andconscioustravellersdemandresponsibleactions.

53%ofFinns,especiallyfemalesandtheyoungerdemographic,considerresponsibilitytobeimportantintravelingabroadandarereadytopayforit. Responsibletourismconsumerresearch byHaaga-Helia UAS(2019)

RESPONSIBLETRAVELING

Iffairandequal wageswerepromisedtotraveldestinationemployees,58%ofFinnswouldbewillingtopaymorefortheirtrip.Finnswouldalsoliketogivefinancialsupporttoadestinationforenvironmentalprotection(51%ofFinns).

GoodchoicesAccordingtoaBooking.comreport,overhalf(55%)ofglobaltravellers aredeterminedtobemoresustainableintheirtravelchoicesthanayearprior.However,therearebarriersthatincludealackofknowledgeandavailabilityforappealingoptionswhentryingtoputthisintopractice.

SustainablestaysarepopularAccordingtoaBooking.com sustainabletravelreport,almostthreequarters(73%)ofglobaltravellers intendtostayatleastonceineco-friendlyorgreenaccommodationwhenlookingattheyearahead.E.g.GreenKeyGlobal-programmeChoosingtravelbyland

Travellingbytrain,bikeoronfootinspirestravellers fortheexperienceandforenvironmentalreasons.AnExpediasurveyshowsthatEurope’sgenerationZisespeciallyinterestedintraintravel,andaccordingtoaWWFsurvey(2019),18%ofSwedeschosetotravelbytrainratherthanair.Thishasgivenrisetotheterm"flygskam"(flyingshame).E.g.ResponsibleTravelandPlanetRailfororganizedtravelbyland.

Plasticproblemand plogging onvacationPlasticwastehasbeenthetalkoftheyearandasoneexample,thepopulardestinationMayaBayinThailandhasbeenpermanentlyclosedfortouristsbecauseofwasteandenvironmentaldamage.Companiesandindividualsare,however,beginningtotackletheplasticproblemwithactivitiessuchas"Plogging",whichcombinesjoggingandcollectingtrash.Thereareseveralinitiativesforplogging andthebattleagainstsingle-useplasticssuchas. CoronaxParley:100IslandsProtectedby2020 andMyGreenTrip,whichofferscleaningkitsfortravellers.

AgrowingnumberofFinnishtravelersareseekingoutlocally-sourced andauthenticproductsforsouvenirs.Responsibletourismconsumerresearch byHaaga-HeliaUAS(2019)

Responsible tourism consumer research by Haaga-HeliaUAS(2019)

GREENNEWLUXURY

Greennewluxuryisallabouttherisingdemandforbusinessesthatprovideeco-friendlyluxuriousofferings.Thismeansluxuryproducts,servicesandexperienceswithsustainablevalues.

Picture:VisitFinland

GREENNEWLUXURY

Greennewluxuryconsumersarepartofanaffluentmarketthatisincreasinglywelleducatedandconcernedaboutsocialandenvironmentalissues.TheDeloitteGlobalMillennialSurvey(2019)showsthatMillennialsandGenZs valuebusinesseswhichhaveapositiveimpactontheenvironmentandcommunity.

SociallyConsciousSubscriptionsSociallyconscioussubscriptionsallowsubscriberstogivebackandreceivesomeethicalandsustainablegiftsinreturn.Thesubscriptionsincludesustainableandethicallymadeproductslikeveganandeco-friendlymascara,artwork(whichsupportsbothlocalandglobalartists)andwellnessproducts.E.g.Causebox™,Winc,GlobeIn.

Solar-PoweredAccommodationAccommodationcompaniesaremakingmajorstridesindecreasingtheircarbonfootprintwiththecompletionofsolarprojects.E.g.TheStRegisAspenResort,AbuDhabi'sAloftHotel.

Eco-GlampingEco-glampinggivespeopletheopportunitytoreconnectwithnaturefromthecomfortofaluxuryrentalwithhigh-endamenities.Fromtreehousestoyurts,authenticsafaritents, tipistocabinsandcampingtrailers.E.g.KampKoren inSlovenia

Low-ImpactFashion"Fashioncompaniessuchasinfootwear,favour theuseofnaturalmaterialslikerealhayfieldgrassorjute– arenewablefibre withapositivecarbonfootprint– andchrome-freeorvegetable-tannedleathersthatmakethemostofby-productsfromthefoodindustry. E.g.Reformation'sShoeCollection,nat-2,Normsustainablesneakers.

Picture:VisitFinland

URBANFARMING

Urbanfarmingisagrowingglobaleco-trendanditisawaytoincreaseaccesstolocallygrownfood.Iteliminatestheneedforrefrigerationandlong-distancetransport,therebyhelpingtopreservetheenvironmentwhilstsupplyingfreshproductsforthegrowingcitiesoftoday.

URBANFARMING

Theworld’spopulationisexpectedtorisetomorethan9billionby2050. Inthisscenario,foodproductionneedstoincreaseby70%.*Providingfoodwithlessresourcesisbecominganecessity.

ProtectingwaterAccordingtoUNDESA,by2025twothirdsoftheglobalpopulationcouldbelivinginwater-stressedconditions.Heineken announcedits2030watervisioninsupportoftheUnitedNationsSustainableDevelopmentGoal6.Additionally,largewineriessuchasGallo havestartedsimilarprocesses.Newmethodssuchasno-soilfarminganddry-farming,andnew technologiesarepushingtheyieldfrontiersfurther.

VerticalFarmingAstheurbanizationoftheworldcontinuesitsexpansion,verticalfarmsaretrendingparticularlyinhigh-densitycities.Verticalfarmssupportedbynewtechnologyadvancescansupplyresidentsandvisitorswithfreshcrops,regardlessof thetimeofyearorweatherconditions. E.g.AeroFarms,EvergreenFarm, SkyGreens.

AutomatedFarmsUrbanfarmsareintroducingartificialintelligence,robotics,sensorsandothertoolstoautomatetheproductionoffuits,vegetablesandedibleplantsandinsects.E.g.CityCrop,FreightFarm,androbotfarmingstartupIronOx.

RecreationalFarmingInteractingwithnaturalsurroundingshelpspeopletoreconnectwithnatureandresearchshowsthatbeingexposedtoplantscanhaveapositiveeffectonwellbeing.Peopleareusingtheirfarmingplotsinprivateyardsandrooftopstoreconnectwithnatureandothercommunitymemberswhilstrevitalizingurbanareas.E.g.RooftopRepublic.

*TheUN’sFoodAdministrationOrganization's(FAO)estimate

IMMERSIVE TECHNOLOGIES

ImmersivetechnologiessuchasVirtualReality(VR)andAugmentedReality(AR)arebeingusedasempathyandcognitiveenhancementtoolstomakeabstractissuesmorevisceralandpersonal.ARismakingcitizensreconnectwithgreenandbluespaces.

IMMERSIVE TECHNOLOGIES

Immersivetechnologiesareallowingcompaniestocreateall-encompassingexperiences,whichimmersepeopleinthebigenvironmentalissuesoftodayandpossiblefutures.

AugmentedRealityAugmentedRealityappsgiverunners,bikersandhikerstheabilitytoplan,experienceandreliveroutesinanentirelynewwayandARsculpturesmakeanyenvironmentanartinstallation.E.g. Jeff Koons's virtual'BalloonDog','LiminalEncounters'inHongKong.

VRand3DModelingforFoodDeliveryWithVRApps,userscanvisualizethemealandseeitsexactsizeandtheingredientsused.Thisisthesortofdigitalconnectionthatimplementershopetoincreasecustomercommitmenttoreducingunsuccessfulordersandfoodwaste.E.g.Kabaq

VRandARchangeproductperceptionsTheuseofARandVRtechnologiesallowscompaniesandcustomerstochangethevisualappearanceoffoodanddrinkinrealtime.Customerscanuseahead-mounteddisplaytoviewfoodsandmodifythetexture,smell,tasteandcolor,whilestillkeepingtheoriginalfooditemintact.Similarly,VRappsallowpeoplewithfoodallergiesto"eat"foodsthatarepotentiallyharmfulorrestrictive. E.g.ProjectNourished

VisionsoftheFutureTheStanfordOceanAcidificationExperience(SOAE)isaVRsimulationacross4differentexperimentsthatincreasesknowledgeandempathywhilstgalvanizingpeopletoact.

NEWWAYS OF MOBILITY

Technologicalandsocio-economicfactorsaredisruptingmobility,andmakingitmoreeco-friendly.Thewaypeoplemovearoundurbanenvironmentsisprimedforadramaticchangeandelectrification,sharedmobility,andautonomyareexpectedtocontinueexpansion.

NEWWAYS OF MOBILITY

Distributionchannelsarefacingachangeanddifferentvehiclesarebeingusedtogetproductsintocustomers'hands.Employing'smart'marketinghelpscompaniesto buildandmaintainasolidreputationinthecommunity.Thisofteninvolvescreatingandexperimentingwithdifferentdistributionchannelsandmodes.

Zero-EmissionsSightseeingBoatsMaidoftheMist inNiagaraFallsarelaunchingall-electricboatsthatwillofferazero-emissionmodeoftransport.

Environmentally friendlyvehicles39%ofFinnswould supportuseofenvironmentallyfriendlyvehiclesattheholidaydestination.

Responsible tourism consumer research by Haaga-HeliaUAS(2019)

DistributionofrestaurantmealsUberEats strivestotakeoverfooddistributionasmoreandmorecustomerswanttoeattheirfoodathome.AllrestaurantsatTorontoAirportcantakeordersatthegateorloungewhenHMSHostandUberEatsstarttransportingfood.PepsiCoisalsoexperimentingwithtransportrobotsoncampusandtheRussianDodo'sPizza iscontinuingitsdronetransportexperimentswhichnowincludesinChina.

CompactingservicesBrandsandsmallentrepreneursthatspecializeinorfunctionwithdeliveriesarecompactingservicesbyofferingelectricbikedeliveryoptions.Thisshiftcomesasadirectresponsetourbanpopulationsrising,withbrandsseekingeco-efficientandpersonalizedmethodsofcatering.E.g. Ebike4Delivery

ValenciaHiguera, HoustonChronicle

BRINGING OUTDOOR AND NATURE TO INDOORS

Thetimewespendindoorsworkinginman-madesurroundingshasstimulatedtheconstructionofavarietyofstructuresinspiredbynature.Thedevelopmentofcompactcitylivingspacesareforcingpeopletogiveupbackyards,withnewwaysofbringingnatureindoorsemerging.

BRINGING OUTDOOR AND NATURE TO INDOORS

Itisamustforthosewho stay inside: Accordingtothe Environmental ProtectionAgency, mostpeopleintheUnitedStates spendmorethan90 percentoftheir livesinsidebuildings.Featuresthat makepeoplemorerelaxed and productiveinindoorenvironmentshavesignificant positive effectsonmanylives.

IndoorgardensinbusinessesParishasopenedacompetitionforrebuildingthefire-damagedNotreDameandtherehavebeensomeproposalsforturningtheroofareaintoagarden.E.g.VincentCallebautarchitectureswouldrebuilditinto agardenthatproducesfruitsandvegetables,andwhichwouldproducemoreenergythanituses.AlsoChangiAirportinSingapore iswellknownfortheSafdieArchitects'bio-domeandtheindoorwaterfall.Additionally,theHealingGardeninTheNeuro’sNorthWingofMontreal'sNeurologicalInstituteandHospitalwelcomespatients,staff,studentsandvisitorsseekingatranquilspace.E.g. Cityland Mall'sCentralPark.

BiophilicdesignAddingMotherNaturetoindoorspacesisbecomingmoreimperativeforpeopleinurbanareas.Duetothelargeamountofhoursspentindoors,peoplearebringingamultiplicityofnaturalelementsinside.Bybringingnatureindoors,thequalityofthelivingspacesareenhancedandone’swellbeingisimproved.Plantscanimprovethequalityandfreshenupindoorairandnaturecanalsoworkasobjectsofdécororevenasageneratorofelectricity.E.g. JustVertical, OneCentralPark

AIIndoorGardensDescribedasa"fullyautomatedairpurifier,humidifier,andlivingplantwallallinone," Naava isleveragingAIinthedesignofitssmartgreenwall.

ThankyouLAB8– ServiceExperienceLaboratorylab8@haaga-helia.fiwww.lab8.fi