world food tourism summit. trend report presentation
TRANSCRIPT
TRENDS IN CULINARY TOURISM | APTECE GLOBAL TRENDS RESEARCH STUDY
ESTORIL, LISBOA, 9 | 4 | 2015
© 2015 AYR WORLDWIDE + INOVA BUSINESS SCHOOL
Luis Rasquilha
LUIS RASQUILHA | CEO INOVA BUSINESS SCHOOL | AYR CONSULTING WORLDWIDE
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lrasquilha
Studies Career Professor
Luis Rasquilha (+ 55 11) 98560 7271 (+ 351) 93 970 10 50
lrasquilha)lrasquilha
Clients
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AGENDA 1. INTRODUCTION
. STUDY & METHODOLOGY
. THEORICAL CONCEPTS
2. MEGATRENDS IN CULINARY TOURISM
3. TRENDS & CONSUMER BEHAVIOUR COOL EXAMPLES IN CULINARY TOURISM
4. INSIGHTS & CONCLUSIONS
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1. INTRODUCTION . STUDY & METHODOLOGY . THEORICAL CONCEPTS
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STUDY & METHODOLOGY: GLOBAL TRENDS RESEARCH
STUDY FOR CULINARY TOURISM IDENTIFYING OPPORTUNITIES, THREATHS, TARGETS AND ALIGN EXPECTATIONS OF WHAT TO DO WITH IT
AYRWW + INOVA BS
GLOBAL TRENDS
NETWORK &
KNOWLEDGE CENTER
MEGATRENDS RESEARCH
(FORESIGHT TOOLS)
TRENDS COOLHUNT
(TRENDSLATOR)
CULINARY TOURISM INSIGHTS
(INNOVAYR)
FULL REPORT AVAILABLE IN PORTUGUESE & ENGLISH
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THEORICAL CONCEPTS
M E G A T R E ND S : G L O B A L CHANGES IN SOCIETY THAT INFLUENCES OUR DAILY LIVES TODAY AND FOR THE FUTURE
T R E N D S : C O N S I S T E N T CHANGES IN CONSUMER BEHAVIOUR, THAT CREATES A PATTERN TO INSPIRE IDEAS AND BUSINESS DECISIONS
INSIGHTS: TANGIBLE RECOMMENDATIONS FOR USING TRENDS KNOWLEDGE TO BOOST BUSINESSES, CORPORATIONS & BRAND’S SUCCESS
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TRENDS STUDIES ARE HELPING BRANDS AND BUSINESSES
ACROSS THE GLOBE IN PRO-‐ACTIVE DECISIONS OF
ANTECIPATING THE FUTURE, CREATING INNOVATION
CONCEPTS AND FOCUS PROFESSIONAL GOALS
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2. MEGATRENDS IN CULINARY TOURISM
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AGEEING & DEMOGRAPHIC EXPLOSION
GLOBALIZATION & SOCIAL MOBILITY
ENVIRONMENT & CLIMATE CHANGES
INTERGENERATIONAL REALITY
HEALTH & GENETICS
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AGEEING & DEMOGRAPHIC EXPLOSION
2050 – MORE OLDER PEOPLE (50+) THAN YOUNGER ONES 100 YEARS OLD – LIFE EXPECTATION 2 BILLION 1927 – 7 BILLION IN 2011 – 16 BILLION IN 2100
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GLOBALIZATION & SOCIAL MOBILITY
PEOPLE ARE MORE CONNECTED – BOOSTING GLOBALIZATION TODAY ONLY 20% OF THE WORLD ARE CONNECTED – 50% IN 2030 CONNECTIVITY IMPROVES MOBILITY & SEARCHS OF EVERY KIND
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ENVIRONMENT & CLIMATE CHANGES
CLIMATE CHANGES ARE TRANSFORMING SOCIETY TEMPERATURE WILL INCREASE 5º IN THE NEXT 20 YEARS WE WILL FACE A LACK OF NATURAL RESOURCES (WATER, ENERGY, ...)
SUSTAINABILITY WILL DOMINATE INDIVIDUAL CONCERNS AND CORPORATE PRIORITIES – THE NEW SUSTAINABILITY TRIANGLE
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INTERGENERATIONAL REALITY
WE LIVE IN THE CONECTIVITY WAVE OF HUMANITY DIGITAL NATIVES (AFTER 90’S) VS DIGITAL IMMIGRANTS (PRIOR 90’S) NEW POWER FROM THE YOUNGEST CONNECTED ONES
THE YOUNGEST TEACHES AND INFLUENTIATES EVERYONES DECISIONS NO MORE GENERATIONS CLASSIFIED BY BIRTH DATES
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HEALTH & GENETICS
PEOPLE ARE MOVING TOWARDS BIG CITIES NEW DECEASES EMERGES (DEPRESSION, LACK OF FOCUS, ISOLATION, OBESITY, NOMOPHOBIA, ...)
GROWING URBAN PROBLEMS (MOBILITY, SECURITY, EDUCATION, BREATHE AIR, ...) NEW SOLUTIONS (GOOD FOOD FAST, SPORTS & LEISURE, NATURAL WAY OF LIFE)
HUMAN AND ANIMAL GENETICS CHALLENGES OLD HUMAN CONCEPTS & NEW MEDICINE APPROACHES ARRIVES (NATURAL AND HEALTHY PRODUCTS)
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MEGATRENDS WILL OPEN AN ALL NEW WORLD OF OPPORTUNITIES FOR THOSE WHO DECIDE TO ACT
AGEEING & DEMOGRAPHIC EXPLOSION
MORE PEOPLE TO SERVE
GLOBALIZATION & SOCIAL MOBILITY
MORE PEOPLE TRAVELLING
ENVIRONMENT & CLIMATE CHANGES
MORE PEOPLE AWARE & CONSCIENT
INTERGENERATIONAL REALITY
MORE PEOPLE ENGAGING BETWEEN THEM
HEALTH & GENETICS
MORE PEOPLE SEARCHING FOR BETTER LIFES
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3. TRENDS & CONSUMER BEHAVIOUR COOL EXAMPLES IN CULINARY TOURISM
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EXPERIENCE ECONOMY
EMPOWERMENT
LIVE THE CITY
GLOBAL CONNECTION &
CONVERGENCE
RELAX, SPIRITUAL &
SECRECY
ECOSUSTAINABILITY
WELLTHY
DESIGN WOW
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EXPERIENCE ECONOMY
DON’T GIVE ME PRODUCTS
GIVE ME EXPERIENCES TO
REMEMBER
HEART ATTACK GRILL | EUA
BROOKLIN OPERA RESTAURANT | BRAZIL
WIN CITY | ITALY
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EMPOWERMENT
I WANT TO KNOW MORE AND TO
PARTICIPATE MORE
I HAVE THE POWER AND YOU BETTER KNOW THAT
UN CHEF UN JOUR| FRANCE
MINI BAR | HOLAND
SELFIE TOASTER| EUA
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EVERY CITY IS MY CITY
I AM AN URBAN DAULPHIN, A URBAN A NOMAD SEARCHING
FOR THE HIDDEN PLACES
LIVE THE CITY
FOOD TRUCK| BRAZIL | EUA | ...
KEKANTO| BRAZIL
URBAND NATURAL FOOD GARDENS| EUA
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WE ARE LIVING IN THE SOCIAL MIDIA WORLD USING OUR GADGETS TO PRODUCE,
EVALUATE AND SHARE OPINIONS AND DECISIONS
GLOBAL CONECTIVITY &
CONVERGENCE
FOOD DELIVERY APPS| WORLDWIDE
BEST TABLES| PORTUGAL | BRAZIL
FOOD BLOGS & INSTA PROFILES| WORLDWIDE
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WE ARE MORE STRESSED THAN
BEFORE
HELP ME TO RELAX, TO RECOVER MY BALANCE WITHOUT TOO
MUCH EXPOSITION
RELAX, SPIRITUAL &
SECRECY
ZZZ ZEN BAR| FRANCE
SECRET PARTIES| BRAZIL
GALLO OLIVE OIL MOONRISE| PORTUGAL
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MORE ECO CONSCIENCE WILL HELP THE PLANET AND MY LIFE
ALL FOR A BETTER WORLD
ECOSUSTAINABILITY
F OOD MOV EMEN T S ( V E G AN , N A T U R A L ,
FUNCTIONAL, ...)| WORLDWIDE
CLEAN & SLOW FOOD| WORLDWIDE
RAW FOOD| WORLDWIDE
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WELL BEING + HEALTHY =
WELLTHY FOR A BETTER LIFE QUALITY AND BALANCE,
BETWEEN PROFESSIONAL AND PERSONAL WORLD
WELLTHY
HEALTHY FOOD FROM FAST FOOD| WORLDWIDE
FOOD SNIFFING| WORLDWIDE
HEALTHY APPS & WEARABLES| WORLDWIDE
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BEAUTIFUL, BRANDED AND
FUNCTIONAL
BRANDS & DESIGN GAVE US EMOTIONS BUT GLAMOUR & SIMPLICITY ARE ALL THAT
MATTERS
DESIGN WOW
BRANDED CUP CAKES| WORLDWIDE
LUXURY WATERS| WORLDWIDE
COLOUR FOODS| WORLDWIDE
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KEY IDEAS ABOUT CONSUMER
BEHAVIOUR
EXPERIENCES MATTERS
CONECTIVITY LEADS
BALANCE IN LIFE GROWS
EMOTIONS ARE BETTER
THAN PRODUCTS
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4. INSIGHTS & CONCLUSIONS
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FOOD & BEVERAGE
1. IMPROVE EXPERIENCE ENVIRONMENT FOR CONSUMERS WILL BOOST SALES
2. PRODUCE AND DELIVER MORE FRIENDLY ENVIRONMENT PRODUCTS WILL
GROW CONSUMERS ENGAGEMENT
3. BUILD EMOTIONAL DIMENSIONS MAKES YOUR BRAND STRONGER
4. DIFERENT CONSUMERS WITH DIFERENT PROFILES NEEDS DIFFERENT
PORTFOLIOS
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Viagens E Hospitalidade
TRAVEL & HOSPITALITY
1. ADJUST PORTFOLIOS TO DIFFERENT KIND OF TARGETS IN A CONSISTENT WAY
2. SALES ARGUMENTS SHOULD BE FOCUSED ON CONSUMERS BENEFITS AND NOT
IN TECHNICAL FEATURES
3. MARKET APPROACH SHOULD START FROM THE OUTSIDE – FROM CLIENT TO
BUSINESS
4. ENTERTAINING IS MORE IMPORTANT THAN A SIMPLE DELIVER
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RELATED GROUPS
1. ALL THE PLAYERS NEED TO WORK TOGETHER FOR THE SAME PURPOSE
2. KNOWLEDGE PRODUCTION NEED PERMANENT UPDATES
3. WE NED TO CHALLENGE THE PASS TO PREPARE THE FUTURE
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CONSUMERS
1. SAFETY PLACES WITH EXPERIENCES AND STORIES ARE GOOD INVESTMENTS
2. DIVERSITY (CULTURAL, INTELECTUAL, ...) PROVIDES BENEFITS TO REMEMBER
3. DISCOVER NEW PLACES, SPOTS AND BRANDS ARE MORE EFFICIENT WHEN WE
GO WITH OPEN MIND AND OPEN HEART, LETTING OURSERVELS INVOLVE IN A
COMPLETE 5 SENSES EXPERIENCE
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WHEN YOU CHALLENGE THE REALITY YOU DISCOVER NEW WAYS OF BEING
SUCCESSFUL
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Q&A
LETS EAT
TRENDS IN CULINARY TOURISM | APTECE GLOBAL TRENDS RESEARCH STUDY
ESTORIL, LISBOA, 9 | 4 | 2015
© 2015 AYR WORLDWIDE + INOVA BUSINESS SCHOOL
Luis Rasquilha