Study Analysis


22.December, Martin Schobert

Marketing, media and technology trends

Since 2018, Mediaplan, an agency of the international Serviceplan Group, has analyzed more than 50 international trend studies and trend expertises in an annually repeated, systematic meta-analysis. From global marketing, media and technology trend studies, a trend analysis team filters the key trends of the respective trend study, evaluates their key statements and derives their relevance with regard to marketing, media and technology investments and planning. These are then clustered and assigned to five "meta" trend topic areas. Finally, trend analysts, destination marketing specialists, innovation designers and tourism experts from Saint Elmo's Tourism Marketing prioritize them in terms of their importance for current project implementations in tourism and destination management in German-speaking countries (Germany, Austria, Switzerland, Luxembourg and South Tyrol).

What is the Trend Radar Tourism Edition and what does it achieve?

The Trend Radar method visualizes the trends and prioritizations in the form of a "heat map" - the more important and significant these key trends are for the tourism industry in German-speaking countries, the further inward they lie in the red area of the Trend Radar; orange, yellow, green and finally blue show the decreasing significance for concrete project implementations, measures and initiatives in day-to-day tourism business.

The communication experts, product developers, innovation designers, media and experience planners of Saint Elmo's tourism marketing derive in the future in a monthly trend letter concrete conversion projects and realization ideas to the most important key trends. They also present indicators that show when the observed key trends should be translated into concrete implementation projects.

Where is the journey in tourism and destination management heading?

The key trends are changing! In recent years, technologies like AR & VR, blockchain and approaches like "adolescent activism" and "woke washing" have been trending. The movement is clearly away from technologies towards social engagement.

Divided into five categories (purpose, super user, private personalization, platform economy and content experience) are the key trends. For example, two key trends with high relevance to tourism are:

Jogo (Joy of going out) & Jomo (Joy of missing out) (Purpose) --The joy of going out again and participating in the world is a social driver and key motive for the increase in tourism leisure activities. At the same time, the joy of missing out on things, of de-emphasizing activities of friends and relatives has become central post-pandemic behavior, influencing tourism demand even after the end of travel restrictions.

Employee (super user) - the competition for professionals is more intense than ever. Relevant evidence and signals for this key trend are collaborative HR managers of cooperating hotels, 38 hour weeks, vacations of employees on vacation periods, internal marketing/employer branding initiatives of destination and creative offers like Bleisure, Co-Workation, etc.

You can find out which other key trends are relevant for the tourism industry and which steps are needed for integration and implementation in the Trendletter. This will be published four times a year in future and will be available from next year on a paid subscription basis. The first Trendletter on the topic of "Trust" is available free of charge.

Get your free copy of the first Trendletter now.

About the author

Martin Schobert


„Man kann nicht, nicht kommunizieren." Seit 2017 leitet Martin Schobert das Wiener Team von Saint Elmo’s Tourismusmarketing. Er begleitet Tourismusorganisationen als Markenentwickler.