Prepared for what lies ahead in tourism
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F.acT: What is the idea behind your trend radar?
Greta Renner: In a world that is spinning faster than a carousel, it is essential for the Tyrolean tourism industry not only to keep pace, but also to set the right course for the future. This is exactly where the Tirol Tourist Board's "Trend Radar" comes in.
The trend radar, a tool that is available to us in the Tirol Tourist Board's trend laboratory, helps us to filter out the trends that are particularly relevant for Tyrolean tourism from a large number of global trends. With the help of evaluations, which the trend radar enables us to do, we can assess the influence of a trend on Tyrolean guests and find out whether the industry has the expertise to deal with this trend. This allows us to draw various conclusions (topic- and function-specific), which can support working with trends and impart knowledge.
F.acT: What are the objectives of the trend radar and what purpose does it serve?
Greta Renner: Depending on the institute, there are around 20 mega trends and 100-200 macro trends, all of which will influence our future. With the help of the trend radar, we set ourselves the goal of defining a set of five to a maximum of ten essential trends that are of high importance and relevance for Tyrolean tourism as an industry. The use of the trend radar should not only help to set a focus, but also contribute to a uniform understanding of the most important trends within the Tirol Tourist Board, as well as in Tyrolean tourism as a whole. The trend radar is therefore more than just an analysis tool. It is a catalyst for discussions, a source of inspiration for strategic decisions and a medium for knowledge transfer. It opened the doors for a deeper examination of the trends and topics that move our industry and invited dialog. Through workshops and presentations, the results and findings of the Trend Radar were made accessible in order to create a broad understanding and awareness of the trends that are shaping our future.
F.acT: Which trends are particularly relevant for Tyrolean tourism?
Greta Renner: The result is a set of seven trends that are of high importance/relevance for Tyrolean tourism in the next two to five years:
- Individualization & personalization
- Digitally networked products, offers and services
- Intelligent personal assistants
- mobility
- Energy, climate change & sustainability
- the New Family
- Resonance tourism.
The Tirol Tourist Board's trend radar is not just a tool for analyzing trends. It is a symbol of our proactive approach to meeting the challenges and opportunities of the future. It shows how important it is to maintain a clear view in a rapidly changing world and to pull together. The trend radar is our guide to the future.