I’ve just finished reading Trendwatching.com’s December 2009 briefing, which includes amongst other things a few consumer trends that they envision for the year 2010. What I found the most interesting is the overarching theme of this year’s briefing, which is wrapped up nicely from this quote on their site:
Opportunities aplenty in 2010 for those obsessed with satisfying consumer needs in new ways
Here at TOP we’re obsessed with satisfying customer needs, and I actually think we can translate several of these key trends directly into inspiration for small businesses in travel and tourism. So let’s explore…
Business as Unusual
Trendwatching says that we’ll continue into 2010 with businesses as unusual. I couldn’t agree more; who would envision things like Google’s parade of hits and the meteoritic rise of social networks becoming so mainstream in such little time. And as I have noted in previous articles (such as the trending topics from World Travel Market), we’ve got lots of topics changing the landscape, such as mobile.
What it means for You: If you don’t have something in your business strategy and online portfolio plans that isn’t slightly scary, worrying, or forward thinking, then you’re going to fall behind. Quickly. So, never be afraid to think big and scary – because now, unusual is the new usual. 
Real Time Reviewers
This is huge – but you already knew that. The fact that everyone is a reviewer was already a problem, but now things just got interesting as review can be Tweeted/Facebook’ed live and immediately show up in Google. It’s time to up your game on customer service, folks! What would happen if the following Tweet included your business name and was showing up on Google at the top of “most recent” searches?
What it means for You: Even if you’re still trying to dip your toes into the water, now is not the time for getting wishy-washy about one thing: listening. You MUST be an active listener. If nothing else, go and set up a Googe Alert for your brand and read the email every day. People will be talking about you, whether you’re listening or not.
(F)luxury
I love this one. Trendwatching says that the definition of luxury is changing, and I think I’d agree. This quote just sums it up brilliantly:
After all, what constitutes luxury is closely related to what constitutes scarcity. And, beyond the basic needs, scarcity is in the eye of the beholder, especially those beholders who are desperately trying to be unique. Now that there are so many more ways to be unique than just buy the biggest and the most expensive….
What it means for You: If you’re a luxury travel brand, drop the world luxury. Then define your unique selling proposition (USP). Having a hard time? It’s time to think hard because being luxurious just isn’t good enough anymore.
If you’re not a luxury brand but looking to diversify your product portfolio, how about getting into the luxury market? The definition of luxury has changed, so make it yours.
Eco-Easy
This is a fascinating one, and I love the examples that Trendwatching highlights on how the eco situation is changing; for example, an entire Australian town banned bottled water. But just because your local government or authority isn’t forcing businesses to do the right thing doesn’t mean you can’t take charge.
What this means for You: This one is a no-brainer; how can you use your online presence to illustrate your environmental policies (you do have them, right?) and make it easy for your customers to be more eco-friendly? And why not link up with your neighbouring businesses to do the right thing? It’s good for business, good for press, and good for the environment!
To Learn More
Need some fresh vision injected into your small business for 2010? Then check out our recently-revised one-on-one support packages. From user testing to online strategy and community building, we’ve got the knowledge to help your business smarter.
email
facebook
twitter
LinkedIn
