Sleeping In
“Sleep tourism” is a hotel trend addressing a nation increasingly lacking in shut eye.
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NPR recently ran a story about “sleep tourism,” which is a hotel trend addressing a nation increasingly lacking in shut eye. About one in three Americans are struggling with falling asleep, and Google Trends shows online searches for sleep hit a record high in 2023. To meet this growing need, "hotels have upgraded their bedding, and even adopted sleep wellness programs offering guests herbal teas, ear plugs, cushioned sleep masks and guidance.” Other examples include partnering with a sleep scientist to design the guest room, developing a pillow menu, and partnerships with bedding companies. If you’re a hotel owner, there’s more trends like this that could make you stand out, especially if you’re earlier to them than your competition. For some hotels, it may even be worth positioning the brand around a trend if it’s proven or very likely to last.
A Name Change
The “Central Business District” designation is losing its meaning.
credit: isaque pereira
As downtowns expand beyond containing mostly corporations and into offering a variety of services and experiences, the “Central Business District” designation is losing its meaning. This presents an incredible opportunity to rename districts and better reflect their new identities and aspirations. Years ago, a Spanish neighborhood even renamed streets with these goals in mind. Naming can feel intuitive and some attempt this process internally. But it’s very challenging to do well. Outerface is here to help.
The Amenity Bar
The standard for amenities in multi-families and offices is rising.
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We have more choice than ever for where we live, work, and play. That’s raising the bar for great amenities in multi-families and offices. We love a dog washing station as much as anyone. But when it comes to inspiring intrigue in a space, branding is just as important as practical attributes. Especially as competition for amenities commoditizes.
A Transformational Idea
This is among the trends that inspired us to create Outerface.
credit: zeeshaan shabbir
This is among the trends that inspired us to create Outerface, described by Columbia Business School professor Stijn Van Nieuwerburgh: “For all of human history humankind has been tied to work where it lives…we no longer have to live where we work. And that’s a very transformational idea and I believe society is only at the beginning of realizing the full potential of that idea.”
Staying Close To Home
New research shows 57% of millennials and Gen Zers live in their hometowns and 62% live near their parents.
credit: kristin vogt
New research shows 57% of millennials and Gen Zers live in their hometowns and 62% live near their parents. They value being near family, convenience, and friends - and they can’t afford to move further. If you’re marketing housing to them, consider that they probably know the location even better than you. So gaining a deeper understanding of your specific target is vital. Average branding and creative won’t cut it.
A New Beginning
Across the U.S., more than 55,300 housing units are being converted from office buildings.
credit: quang nguyen vinh
Across the U.S., more than 55,300 housing units are being converted from office buildings, a more than fourfold increase since 2021. New housing also requires services like grocery stores and entertainment venues. As downtowns become less defined by corporations, they have a rare opportunity to reimagine themselves. They can decide who they want to be based on their natural attributes, goals, and the types of people and services they seek to attract.
Personalization The Right Way
“Personalization” isn’t a new trend, but it’s gaining steam in hospitality.
credit: filippo faccendini
“Personalization” isn’t a new trend, but it’s gaining steam in hospitality. From individualized menus, offers, and recommendations in restaurants, to customized booking and customer service in hotels, brands are looking for more ways (often fueled by tech) to tailor guest experiences. There’s no doubt personalization is worth exploring. But when doing so, keep your eye on the ball: customer service - as many retailers are rediscovering.