TrendOne Travel Trend Report_02/12_EN

EXECUTIVE TRAVEL TRENDREPORT

MOBILE CAMPAIGN FOR BOOKING FLIGHTS TOGETHER

EARNING POINTS WITH PHOTOS OF PRODUCTS BOUGHT

2012

BRAILLE BURGERS

EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TABLE OF CONTENTS

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BEST PRACTICE

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ONLINE

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MOBILE

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%SEITE% %KATEGORIEBEZEICHNUNG% OUTDOOR & PROMOTION

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NEW VENTURES

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TECHNOLOGY

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LIFESTYLE

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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BEST PRACTICE

MOBILE CAMPAIGN FOR BOOKING FLIGHTS TOGETHER The advertising agency Crispin Porter + Bogusky has developed a campaign for the "Couple Up to Buckle Up 2 For 1" deal by Scandinavian Airlines that only allows users to check out the special offer on two smartphones. 100,000 e-mails were sent out to selected members, containing two QR codes that had to be scanned by one of the phones and then led the users to a YouTube video. With the phones held together, the users could watch a video promoting a trip to Paris, for example, and featuring a booking code that could only be fully seen on the two phones.

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http://www.youtube.com

INITIATOR:

Scandinavian Airlines Sverige AB, Sweden

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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BEST PRACTICE

EARNING POINTS WITH PHOTOS OF PRODUCTS BOUGHT The start-up RNKD offers a service of the same name that enables brands to give their customers discounts. What makes it special, however, is that the loyalty program only begins when the items in question have already been bought. After signing up via Facebook, email or an iPhone app, users can earn points by uploading photos of the purchased products that show the brand name and the place of purchase. Users also earn points for items added by friends they referred to the site. The busiest customers can win gift cards worth $500.

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RNKD Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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BEST PRACTICE

ONLINE SHOPPING WITH FRIENDS The New York start-up Fab.com offers online shoppers a live feed that enables them to share ideas with like-minded people. Up to now, online shopping had always been a somewhat solitary experience.

Fab.com, a social network specialising in design and fashion, now wants to change all that and turn the internet shopping experience into a social event. Fab.com makes it possible for users to discuss new jeans with their Fab friends, post photos of recently bought shoes and tie the whole thing to their Facebook accounts. What's more, the site offers discounts for many online stores.

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http://fab.com

INITIATOR:

Fab.com Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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BEST PRACTICE

WINDOWS PHONE HOTEL SHOCKS GUESTS To present the Windows phone 7.5, Microsoft teamed up with the communications agency Wildstyle Network and invited guests to the mysterious Windows Phone 7.5 Hotel in Berlin. The guests were then given their own keys and a Nokia Lumia 800 containing a special hotel app, and encouraged to go on a journey of discovery with augmented reality effects and a group of actors. The aim was to find the "secret cinema". The guests experienced scenes from the film Ghostbusters on their way to their destination.

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INITIATOR:

Wildstyle Network GmbH, Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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ONLINE

TWEETING ABOUT SWEDEN To put an end to clichĂŠd images about Sweden in the media, The Swedish Institute has set up "@Sweden", which it claims to be "the world's most democratic Twitter account". Swedes and foreigners can use the account to write about their own experience of the Scandinavian country. Every tweet sent to "@Sweden" can be viewed on the website's feed, and one person is selected every week to take part in a detailed feature about their life in Sweden.

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SOURCE:

http://curatorsofsweden.com

INITIATOR:

VisitSweden, Sweden

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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ONLINE

CROWDSOURCING PUTS NEW YORK'S STOREFRONTS ONLINE The crowdsourcing platform TurnHills enables fashion lovers to check out the shop windows of New York's boutiques online and the city's residents to upload their own photos of storefronts. 37 retailers, all well-known brands such as Burberry, H & M and Dolce & Gabbana, are displayed on a map on the site. Users can then access the individual stores and zoom in on selected products. New Yorkers can add their own photos and favourite shops so that the content of the site is constantly updated and refreshed. The operators of the site are also planning to include more fashion centres in the service.

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http://www.turnhills.com

INITIATOR:

TurnHills, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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ONLINE

SOCIAL SEARCH ENGINE FOR BROWSER Based on a database of over 1.5 billion check-ins and recommendations, Foursquare has developed a search engine that offers users tips on how to organise their free time. This new feature is called "Foursquare Explore" and has already been integrated into the smartphone app, while the new web version is intended to reach an even wider audience. Users have to log in via their Foursquare or Facebook account. The more frequently they use the app, the closer the results fit their own interests, as it finds patterns from earlier searches in order to be able to deliver more relevant recommendations.

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INITIATOR:

Foursquare Labs Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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ONLINE

INTEGRATION OF GOOGLE+ INTO SEARCH QUERIES Google recently introduced "Search plus Your World", which is an integration of information from Google+ into search queries. It uses profile information, photos, as well as other connected users and websites. A search query based on Australia, for example, will return the holiday snaps posted by a friend. While entering another person's name, Google creates a preview of their profile information and web results. What's more, a search for specific topics leads to discussion forums within the network.

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SOURCE:

http://googleblog.blogspot.com

INITIATOR:

Google Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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ONLINE

FACEBOOK SUGGESTS EVENTS With a new feature known as "Suggested Events", Facebook is giving users the chance to go to interesting events based on places they've already checked in to. The network takes its information from users' own posts and those of their friends in order to provide suggestions on events at the same locations, or that are organised by websites they "like" or that their friends will be attending. After a trial run, "Suggested Events" is now available for all users and covers concerts, club nights and conferences.

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https://www.facebook.com

INITIATOR:

Facebook Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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MOBILE

TRAVELLING THE WORLD FROM HOME The Seattle-based start-up YongoPal has developed a mobile application called "Wander" that enables users to take a virtual tour of foreign countries from the comfort of their own homes. The app connects users with people in a different country who act as a tour guide and use "Wander" to send photos and information about their home town for a whole week. An auto-translate function helps to bridge the communication gap. The intercultural exchange is made obligatory by all the daily tasks that users have to perform, thereby arousing the other person's interest in a totally different country.

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SOURCE:

http://wanderwith.us

INITIATOR:

YongoPal Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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MOBILE

SCAVENGER HUNT THROUGH NATURE WITH SMARTPHONE To get young people more interested in nature and outdoor activities, the National Lands Trust in Pennsylvania, USA, has developed a scavenger hunt app for iOS and Android devices. As it's almost impossible to drag children and young people away from the screens of their favourite devices, they can now use technical possibilities (GPS, QR codes, augmented reality) to complete real challenges in nature. Once this free app has been downloaded and installed, users can head straight into the park to face new challenges.

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SOURCE:

http://www.natlands.org

INITIATOR:

Natural Lands Trust, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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MOBILE

QR CODE FOR CLUB NIGHTS Turquoise Cottage is a club in New Delhi, India, where guests are given entry stamps in the form of a QR code. The stamp can then be used for a variety of purposes throughout the night. For example, during a specific time, guests can scan the QR code using their smartphones to receive discounts on drinks. When they're ready to go home, they can also use the code to call a taxi. The QR code even helps party people the next morning – by offering them tips on how to deal with their hangover.

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INITIATOR:

Turquoise Cottage, India

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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MOBILE

FOURSQUARE PUBLISHES PRICE LISTS The geotagging service Foursquare has recently partnered with "SinglePlattform" to publish the price lists of over 250,000 local businesses. Whether it's a restaurant, a dog parlour or a swimming bath – to avoid the problem of having to update information on several different directories, the businesses can post their pricing menus to "SinglePlattform", which forwards them to numerous other services.

This allows users of Foursquare and apps to benefit from the Foursquare API and enjoy all the advantages of having updated information in real time.

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SOURCE:

http://www.singleplatform.com

INITIATOR:

SinglePlattform, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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MOBILE

IPAD FASHION MAGAZINE FOR FASTER ORDERS The online shoe and apparel retailer Zappos has launched its own fashion magazine for the iPad to enable customers to order the clothes on offer quickly and easily. This "ZN!" magazine differs from classic catalogue formats through the increased use of editorial content. In addition to trends, styling tips, gift ideas and young designers, fashion collages created by users are also presented.

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SOURCE:

http://zn.apps.zappos.com

INITIATOR:

Zappos.com Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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OUTDOOR & PROMOTION

BRAILLE BURGERS The South African fast food chain Wimpy recently launched a marketing campaign to let visually impaired people know that they offered braille menus in all of their restaurants. The company's cooks created special burgers that blind people could actually read thanks to the arrangement of the sesame seeds, and sent them to the country's three biggest centres for the blind. The people who received the burgers understood the message quickly and were delighted about such an original campaign.

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INITIATOR:

Wimpy, South Africa

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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OUTDOOR & PROMOTION

SCRATCH POSTER FOR AFRICA The D端sseldorf-based advertising agency Ogilvy & Mather was recently commissioned by the charity African Angel to design a poster for the D端sseldorf Children's Day that shows the direct effect of cash donations. The poster first shows a child in an African slum. However, by scratching away the surface of the image using a coin, the same child is shown standing in a classroom. As the poster claims, every coin can play its part in improving lives.

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INITIATOR:

African Angel e.V., Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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OUTDOOR & PROMOTION

LIVE FROGS FOR PROMOTION CAMPAIGN To promote the French restaurant Vatel in Yekaterinburg, Russia, the advertising agency Red Pepper came up with a campaign entitled "Frog Marketing". In Russia, French cuisine is thought of as being overpriced, with small portions comprising frogs' legs. The frog therefore played a key role in the agency's campaign. Restaurant critics and PR managers in Yekaterinburg were sent real frogs in small plastic boxes, which they could later exchange for a meal in the restaurant. The response in the media was overwhelming.

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INITIATOR:

Red Pepper Russia, Russia

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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NEW VENTURES

A UNIVERSAL PAYMENT PLATFORM "InspirePay" is a free web service that uses payment links to enable companies and individuals to receive money in an uncomplicated and transparent way, even via credit card payments. The people making the payments can use a wide range of payment services, including credit cards, PayPal and Google Wallet, and their transactions are automatically pooled. "InspirePay" can be branded and seamlessly adapted to the company's corporate design. If desired, "InspirePay" payment links can be sent by e-mail or – for donation appeals – shared on Facebook and Twitter.

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http://inspirepay.com

INITIATOR:

InspirePay, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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NEW VENTURES

ADVERTISING FINANCES MOBILE INTERNET The Dutch mobile operator Viking Mobile is now offering customers a free mobile internet service in return for responding to advertising offers from local stores and businesses. At the moment, this concept is still in beta and is only available in the Hasselt area. The offer uses a system of bonus points, with users receiving a so-called Viking Point every time they accept one of the deals, which they can then exchange for internet use. All participating stores are displayed on a map and include restaurants, shops and wellness centres.

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https://vikingspots.com

INITIATOR:

Viking Mobile, Netherlands

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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NEW VENTURES

BLUETOOTH SMART APP FINDS PARKED CARS An app from a crowd-funded start-up uses "Bluetooth Smart" to enable smartphones to automatically remember where the user has parked the car, and to find it again at the touch of a button. People who support the project with a pledge of $30 are given a Bluetooth Smart sensor which is powered by the cigarette lighter so that it can detect if the vehicle is in operation. When the engine is switched off, this information is communicated to the smartphone via Bluetooth Smart and the app activates the GPS on the user's iPhone momentarily to save the car's location.

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SOURCE:

http://findmycarsmarter.com

INITIATOR:

FMC Smart, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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NEW VENTURES

EARNING MONEY WITH YOUR OWN CAR EasyCar is one of the world's leading car rental companies and it has just launched a car-sharing service called "The Car Club" that enables members to hire unused cars in their area or even put their own car up for rent. People can enter their own cars together with rental prices and availability, and the website automatically shows these details at the stated times so that the owners don't need to be nearby. People looking for cars can benefit from the low rental costs, the easy-to-use electronic forms and the fact that they can find a car close to their current location.

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http://www.easycar.com

INITIATOR:

easyCar, UK

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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NEW VENTURES

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http://go.trendone.com

INITIATOR:

DERTOUR GmbH & Co.KG, France

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TECHNOLOGY

MICROPHONE TURNS SURFACES INTO MULTITOUCH SCREEN A group of British developers recently presented a microphone that turns any rigid surface into a multitouch-enabled interface that can differentiate between the various ways it is touched. The sensor captures the vibrations of the surface to enable it to determine the direction, strength and type of contact that is made (scratching, typing, wiping, beating, etc.). When combined with a music app, surfaces can be used to offer cool musical performances.

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http://www.brunozamborlin.com

INITIATOR:

Bruno Zamborlin, UK

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TECHNOLOGY

SENSOR USES TWITTER AS THERMOMETER The Japanese company Ubiquitous Computing Technology has developed a sensor that can be inserted into a smartphone to post temperature, sunshine and humidity data to Twitter. After connecting an additional device, the sensor can be used wirelessly and then works for approx. one year running on three AA batteries. The data is measured precisely provided the smartphone remains connected to the internet and stays in a connection range of 40 metres. This technology could be used for monitoring wine cellars or food warehouses, amongst other things.

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http://www.uctec.com

INITIATOR:

Ubiquitous Computing Technology Corp., Japan

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TECHNOLOGY

CARS TWEET FREE PARKING SPACES Mercedes recently set up a new parking assistant in Stuttgart to help drivers find a parking space via Twitter as part of a newly launched marketing campaign. The system detects and reports all empty parking spaces and displays them to drivers who drive below a speed of 36 km/h. The system's signal automatically generates a tweet that contains the parking spot's GPS data and is shown on a specially created Twitter page.

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http://twitter.com

INITIATOR:

, Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TECHNOLOGY

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http://gobandit.com

INITIATOR:

gobandit GmbH, Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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TECHNOLOGY

NEWS TICKER SHOWS UPDATES FROM SOCIAL MEDIA WOWFii presented the "feedair" at the recent "CES 2012" which gives users updates from their networks, news feeds and e-mail accounts or enables them to send messages discreetly. The WiFi-enabled device with an aluminium casing has a small LED display and is controlled by an iOS or Android application. Users can then select so-called "vidgets" and the topics or sources for updates. The device is ideal for the office, for example, in that it provides summaries without the user having to access websites directly.

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http://www.feedair.com

INITIATOR:

WOWFii Inc., USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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LIFESTYLE

DONATING TO CHARITY WITH SUBWAY TICKETS A project entitled "MetroChange" donates the value left on New York subway cards to charities. Containers for used cards have been installed in stations and equipped with special reading devices. Users simply swipe their card through the reader, which then shows the amount of money left on it. Pushing a button on the container then enables this amount to be donated to a good cause. The cards collected in this way are then recycled and brought back into circulation.

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http://www.metrochange.org

INITIATOR:

MetroChange, USA

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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LIFESTYLE

HAVING A DRINK WITH A "BARVATAR" An event location in Berlin known as CHEZ ICKE is a bar, theatre and art project rolled into one. Visitors can enjoy a drink there and watch performances by professional actors, while users at home can follow the events live by webcam and even control the barkeeper with a few clicks. The "barvatars" are played by actors who wear a hat with an integrated camera, and the images are shown in real time on the website. Users have the opportunity to make them move around the bar and interact with other people there.

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http://www.chez-icke.com

INITIATOR:

CHEZ ICKE, Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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LIFESTYLE

COMPANY DEACTIVATES BLACKBERRYS DURING FREETIME The German car maker Volkswagen wants to create a better balance between the work and home lives of its employees by deactivating messages on their company Blackberrys outside of work hours. An agreement was reached to this effect between the company's HR manager and labour representatives that will see staff members at Volkswagen receive emails via Blackberry from 30 minutes before they start work until 30 minutes after the end of their shift. For the rest of the time, servers will stop routing emails to their smartphones, although staff will still be able to use their device to make calls and access its other features.

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http://www.waz-online.de

INITIATOR:

Volkswagen AG, Germany

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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LIFESTYLE

CREATIVELY FILLING EMPTY BUILDINGS The social enterprise Renew Australia connects owners of empty properties with artists and entrepreneurs to enable them to use the buildings on a temporary basis, thus ensuring that the properties don't become derelict or vandalized. Property owners who are reluctant to take on long-term tenants can hand over their buildings for a small amount of money to art projects and start-ups. This is also a great way to make sure that the property doesn't lose any value. In Newcastle, for example, 150 properties have been rented out temporarily over the past two years and 70 new companies have been founded.

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http://www.renewaustralia.org

INITIATOR:

Renew Initiatives Australia Ltd., Australia

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EXECUTIVE TRAVEL TRENDREPORT_FEB 2012 TRENDREPORT EDITION MAY 2013

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LIFESTYLE

LISBETH SALANDER SHOP IN MANHATTAN H&M recently opened up a pop-up shop in New York's Meatpacking district that is entirely devoted to the unconventional fictional character Lisbeth Salander from Stieg Larsson's millennium trilogy. The Lisbeth fashion line by H&M was hung up and displayed on chains in the dimmed and graffitied store. The shop window mannequins were fitted with iPads and showed the preview of the film adaptation. However, as soon as the customers approached the mannequin, the iPad switched to camera mode so they could see themselves.

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http://news.instyle.com

INITIATOR:

H&M Hennes & Mauritz AB, USA

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NEWS & DATES MAY 2013

NEWS & DATES Journey through the trend universe 2015 with new songs & fresh intro

RIGHT HERE, RIGHT NOW! TrendONE will take you and the participants of your event on an exciting journey into the world of innovations and trends – with new songs and a fresh intro.

From Multichannel Commerce to the future of print – we would be happy to adapt the contents and contexts to your needs and wishes.

On request, we can release fireworks – in the true sense of the word – on the stage, or place the focus on the transfer of contents.

Due to the multimediality of our presentations and our welltrained speakers, our keynotes offer a mixture of information and entertainment to liven up any event.

Your contact person: Franziska Palmberger palmberger@trendone.com

NEWS & DATES MAY 2013

NEWS & DATES Meet TrendONE EHI Multichannel Management Congress // 4 June // Cologne

On 4 June 2013, Nils Müller and Sebastian Rassmann will give the participants of the EHI Multichannel Management Congress an exciting outlook on the future of retail.

With the title “Future Retail – The Multichannel Shopping Experience”, we will use numerous practical examples and videos to guide the participants of the event from the Point of Sale to the Point of Experience.

Exclusively for this event, we are offering discounted tickets. There are 3 x €250 discounts for tickets available. If you would like to have one of these tickets, please e-mail Ms Palmberger.

You will find more information on the event at www.ehi.org.

Get the 3 x €250 discount deal!

Nils Müller on „Future Retail – The Multichannel Shopping Experience“ Ihr Ansprechpartnerin:

Franziska Palmberger palmberger@trendone.com

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