How Trends Evolve and Shape Consumer Travel Habits
Skift Take
Focusing on current micro-trends will allow prescient travel businesses to get a leg up on the competition. The key, though, is distinguishing between a micro-trend and a fad.
The latest white paper by trend forecaster WGSN explores how trends develop, and how micro-trends evolve into macro-trends. While not focused on travel and tourism per se, the brand consultancy's findings in Anatomy of a Trend have interesting implications for the industry in general, and the luxury sector in particular.
The white paper defines trends as “slow-moving shifts in cultural values. They affect, but are not just about, the products we buy and the experiences we seek. They are about how we choose to bring meaning to our lives.” On the other hand, fads come and go and don't involve cultural shifts. Businesses that can distinguish between the two, and can then identify trends before they reach critical mass, have potential to tap into unlimited growth opportunities.
According to Kim Mannino, a senior trend consultant for WGSN, "A micro-trend starts with early influencers and moves to mass adopt
