Bacchus Ten Travel Trends 2022
1. Alpha Influence - What comes after Generation Z? Generation Alpha. “Alpha Influence” is a term coined by Globetrender to refer to the “soft power” children indirectly hold on social media to win “likes”, simply for being cute. But it also reflects the dominant force and unique outlook that this digital-native generation will have as they grow older.
In harmony with this growing trend, leading luxury hotel group, Rosewood Hotels and Resorts has rejuvenated its Rosewood Explorers Club programme offered across the collection, providing enriching activities for children and families on holiday. For example, Black Tomato’s ‘Take Me On A Story’ experiences at Rosewood Little Dix Bay in BVI - which includes a full-day photographer to accompany your family and capture every moment - to child-focussed scavenger hunts, Mexican-themed nights and baby Mayan lessons at Rosewood Mayakoba, families are not only encouraged to engage together with the world around them, but at the same time, create opportunities that serve this hyper-aware way of living.
2. Savouring the now - The old adage “trip of a lifetime” has never been more appropriate in light of the pandemic. Forced to sit at home for months on end, we’ve all had some time to reflect on what matters most. Expedia, for example, is expecting to see a trend in “splurge-cations” in 2022. Caught up in the urge to live in the moment, travellers are making their travel dreams come true: whether they’re staying close to home, visiting iconic places in far-flung destinations or following major events/ sporting gatherings…
One of the biggest sporting moments of 2022 is The Open which will be held in St Andrews next year. Marine & Lawn Hotels & Resorts officially launched in the UK this autumn with the debut of two luxury golf hotels: Rusacks St Andrews and Marine North Berwick. This new collection of bespoke hotels in the world’s most distinguished golfing destinations offers global travellers once-in-a-lifetime experiences along the scenic beaches of Scotland’s golf coast. Dubbed the birthplace of golf, St Andrews will host the 150th Open Championship in July 2022, making it a prime destination for all; golfers, nature enthusiasts and avid travellers seeking a breath of fresh air and good food, with a destination restaurant ‘18’, headed up by Derek Johnstone, one of Scotland’s most renowned chefs and inaugural winner of MasterChef: The Professionals.
Whilst once in a lifetime trips used to be multiple destinations, single-country big trips are on the rise according to Audley Travel. One country which offers it all is Brazil, which celebrates 200 years of independence in September. Rosewood Sao Paulo is the brand’s first property in South America with outstanding design by Jean Nouvel and Philippe Starck, a rooftop pool, private residences and even a private chapel. Local artists’ work are exhibited around the hotel, showcasing the diverse and rich culture of Sao Paulo and its craftsmen and giving guests a truly 360-degree experience.
3. Friendcations - For years now, researchers have been saying that strong social relationships are the key to happiness. If we didn’t know that before Covid, we know it now. Mama Shelter is a collection of lively, unique and quirky places around the world that welcome and are open to all, especially large groups of diverse friends. Mama Roma’s spacious rooftop is ideal for socialising, and offers a wonderful panorama over the Vatican City and the turn of the century buildings on the right bank of the Tiber. The colourful rooftop at Mama Roma is one of the largest public terraces open to external guests in Rome so perfect for your biggest friend reunion…
Rosewood Hotels & Resorts’ villa offering also lends itself well to the Friendcations trend - from Rosewood Mayakoba’s The Founder’s Villa (a 16,300-square-foot Private Residence launching January 2022) to Rosewood Castiglion del Bosco’s Villa Agresto, a six-bedroom haven equipped with a vineyard, terrace and pool, the perfect Tuscan escape.
Furthermore, often considered a private island paradise with no casinos or cruise liners in sight, Four Seasons Resort & Residences Anguilla, designed by Kelly Wearstler, is encircled by the pristine Barnes Bay and Meads Bay beaches and has become a real refuge during recent times - particularly for groups of friends looking to get away. Its simply jaw dropping villas, ranging from 3- to 5-bedrooms are the perfect accommodation for friendcations, blending incredible views with a wealth of experiences across the culinary, wellness and music realms.
4. Traveller Takeaway - With a rise in ecotourism, in-destination activities with local grassroots organisations, volunteer opportunities and carbon offsets are all set to grow in popularity this year and beyond. Ultra-luxury hospitality brand Rosewood Hotels taps into this trend with Rosewood PlaceMakers, an ambassador programme working with locally connected personalities across art, sustainability, culture and wellness that give voice and character to their destination's communities through purpose-driven innovations.
The PlaceMakers programme will offer guests privileged access to each visionary's specialism whilst highlighting the quintessential elements of their respective locale through bespoke programming, digital productions and expertly curated destination guides, supporting ecotourism within these communities.
A couple of PlaceMakers to note for 2022:-
- Rosewood Hong Kong has partnered up with culinary sensation May Chow, to curate her food journey through the streets of Hong Kong.
- Roberto Brinkman - founder and master distiller of Gin Katún - is collaborating with Rosewood Mayakoba to share his knowledge and secrets of the local ingredients used by the Yucatán.
Eco-conscious voyagers can also enjoy the newly opened Habitas Bacalar, a sustainable holistic oasis set between the tranquil lagoon and the Mayan jungle. Combining uncharted nature with grounding experiences, this new home boasts an environmental program to help preserve the eponymous Laguna Bacalar. It offers abundant opportunities to forge a deeper connection with the planet through floating meditations, temazcal ceremonies and stromatolite conservation efforts. Habitas is the first global hospitality group to launch a property in Bacalar, whose close proximity to sister Tulum property further makes it the perfect twin-trip experience.
5. Eco Metric: Direct Conservation Tourism - ‘ecotourism’ is a popular buzzword but there is often a lack of transparency as to how tourist investment translates into local support, and how it directly impacts the local population.
A trailblazer in eco solutions and experiences, Kisawa Sanctuary is 300-hectares of beachfront calm and coastal forest on Benguerra Island, Mozambique.
The Sanctuary enables guests to directly support marine research and conservation via its sister property Bazaruto Center for Scientific Studies, Africa’s first permanent ocean observatory.
Their parallel operations create a new, symbiotic business model whereby (for-profit) hospitality contributes directly to (non-profit) marine science and research. The data and knowledge output of BCSS informs the environmental decisions of the sanctuary, ranging from design choices and ocean awareness, to meaningful guest experiences - such as spending the day tagging sharks from the deck of the research vessel. Coined ‘resort to research’, this is an authentic, active, day-to-day relationship that allows for the harmonious existence of Kisawa Sanctuary and BCSS.
6. Luxury Redefined - Given the challenges of creating unique, immersive experiences in an uncertain environment, timing has become more important than ever. Serial entrepreneur Oliver Ripley is Co-Founder and CEO of Habitas, the hospitality group that’s reimagining the conventional hotel experience “with a clear focus on sustainability and positive change.”
Their newest hotel, Habitas AlUla, is a good example of this. The project was built in less than a year during the pandemic. The company, which started as a camp at Burning Man festival has been compared to a Club Med equivalent for millennials. What’s more, it employs innovative modular techniques in the construction of its ‘homes’ , creating the basic room structures at its factory in Mexico. These are then sent flat-pack to remote destinations where they can be built with limited damage to the local environment.
This approach to architecture means that Habitas hotels can be built within six to nine months, and earn a return on investment within two years, much quicker than most traditional hotels.
7. Work from anywhere - Covid forced millions of people to work from home, but productivity remained consistent, and employers have noticed. According to the ONS, nearly 30% of British workers have continued to work solely at home even as government restrictions have been eased throughout the pandemic, with YouGov reporting that 60% of people would prefer to work remotely always or some of the time if they could choose. In other countries, that number is even higher and some companies, like Spotify for example, have announced that its staff will permanently work from home.
Hybrid working is the new normal. With this in mind, the newly reopened Curtain Club in Shoreditch East London has opened new co-working spaces for members including a rooftop lounge and terrace, design studio as well as spa and gym facilities open to members as they work for ideal work breaks. A home from home for creatives, the club is a perfect example of the new work/play lifestyle balance.
8. London calling - Right now, fully vaccinated travellers are free to visit to England following a negative PCR test when you arrive. Many are considering London as a 2022 destination especially after stop / start regulations over the past two years. What’s more Pinterest is seeing London as one of the big travel trends of the new year - specifically to enjoy the iconic city nights. We have all corners covered…
- Mondrian Shoreditch for East London. The 120-bedroom property - including 13 suites - sits in the midst of Shoreditch, East London’s creative and cultural hub: an area that captivates the energy and playful DNA of the Mondrian brand. To kick start the new year, Mondrian Shoreditch and luxury wellness brand OTO CBD are partnering to create a fully immersive overnight package to help guests restore, rejuvenate and re-energise after another pandemic year. The Ultimate CBD Sleep Experience is designed to leave guests feeling well rested and re-energised for the year ahead. This includes OTO’s new CBD sleep kit given during turndown, the first service of its kind.
- NoMad London for Covent Garden. Located just steps away from The Royal Opera House, NoMad London takes residence in the Grade II-listed building famously known as The Bow Street Magistrates’ Court and Police Station. This is the brand’s most intimate property at 91 rooms including 21 suites, centred around several exquisite dining and drinking spaces in the NoMad tradition. In 2022 NoMad will be supporting the arts with local partnerships.
- The Carlton Tower Jumeirah for West. Overlooking the world-famous Sloane Street and key London landmarks, The Carlton Tower Jumeirah is a modern classic and sophisticated destination with a rich history. The hotel boasts a cutting-edge wellness offering at The Peak Fitness Club & Spa, which reopened its doors in June 2021. The Peak is set across three floors with breathtaking panoramic views across the capital, a new Talise Spa on the hotel’s second floor and London’s largest swimming pool with natural light in a hotel (20 metres).
9. Pandemic Privacy
As travellers seek safety amid social distancing, there has been a steady rise in hotel and more generally, luxury brands launching residential amenities, home-style offerings or ‘apart-hotels’. This is even more relevant during Covid19 with consumers looking for isolated, private luxury residences away from the masses. Rosewood Residences offer just the thing: extended stays, a safe environment for travel during the pandemic and luxury isolation at various properties globally: Rosewood Mayakoba, which has seen a 10% increase in occupancy and Rosewood Hong Kong, with a huge 200% increase. Booking behaviour at Rosewood has proven that the average length of stay has increased 60% 4 nights to 6 nights.
Living Rooms – the hotel alternative - is a unique collection of design-led residences and one hotel by British powerhouse Tracy Lowy. The collection, now consisting of six properties, includes The Laslett (Notting Hill), No.5 Maddox Street (Mayfair), Europa House (Little Venice), 56 Welbeck Street (Marylebone), Weymouth Mews (Marylebone) and the new 74-78 Marylebone Lane. Historically, apartments have been targeted at business travellers wanting longer stays but as the way we live has shifted over the past 18 months, so have our attitudes towards accommodation and travel. The sector is now appealing to a variety of groups; both leisure and business travellers, families and UK staycationers seeking a taste of city life - Living Rooms has seen a 30% increase in family and staycation bookings since the last quarter of 2019.
10. Nostalgia Nikki
Being stuck in four walls for nearly two years has made us hark back to fond memories and fun times. Nostalgia has set in. Fashion is having a major nostalgic throwback to the 90's and so are other industries.
Many used to frequent the white parties of Nikki Beach, the original pioneers in beach club concepts and beach lifestyle. The collection has grown over 20 years with 13 beach clubs, 5 hotels and resorts, a fashion division (including lifestyle boutiques), special events and Nikki Cares, a non-profit charity. The group is seeing a rise in return customers looking for nostalgic breaks and escapism. Europe's closest venues in Ibiza, Mallorca, Marbella, Monte Carlo and Saint Tropez are offering fresh and healthy lunch offerings for summer 2022, new brunch menus next summer as well as art/fashion pop ups.