What is it that can help you clinch a big-ticket cruise sale? Make a
hotel guest smile all the way to the lift? Or give an airline passenger a
flight to remember?
According to Euromonitor International’s Top Global Consumer Trends in 2024, it’s ‘Delightful Distractions’.
What exactly are Delightful Distractions? Euromonitor says they are
“moments that evoke positive feelings. Think: exciting, heart-warming or
playful”.
For the travel industry, opportunities for ‘Delightful Distractions’ are everywhere.
These interactions help spark joy and release tension, allowing
consumers to leave their worries behind—if only for a few minutes,
Euromonitor said.
“Small (unexpected) surprises or little acts of cheer can satisfy
this demand to an extent. Consumers will also look for products that
elicit those rewarding emotions. The dopamine dressing fashion craze
(dressing for happiness) is an example of this trend. And they’ll search
for entertainment that excites or experiences that serve as a temporary
escape.”
Euromonitor said consumers want to offset the frantic pace of
everyday life with a bit of fun. “Delightful Distractions often make a
memorable impact, which improves brand perception and customer
relationships.”
Bottom line, according to Euromonitor: Find moments where you can
uplift your customers. Don’t be afraid to get silly or be playful, but
always stay true to your brand personality.