THE MILLENNIAL TRAVELER
Table of Contents 4. The Millennial Traveler 7. Luxe 23. Urbane 39. Nippon 55. Vibrancy 71. Halcyon 87. Regress 103. References
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The Millennial Traveler This trend forecast analysis is based upon the travel trend within Generation Y, also known as Millennials. This market is most importantly characterized by their increased use and familiarity with communications, media, and digital technologies, which is due to an upbringing in an era of rapid technological innovations and cultural shifts. In today’s digital age where cultural boundaries, religious and language barriers are crossed by international globe-trotters; due to the exchange in businesses or expansion of the tourism industry - travel is viewed as a necessity rather than a luxury. Traveling has become an escape for many on the search for personal growth and an attempt at immersing oneself into a different culture. With endless photographs of exotic vacations and thrill-seeking excursions that flood the social feeds of Millennials, it should come as no surprise that traveling has become a priority for this market. Hence, companies have become aware of the new consumer market and are attempting to focus their marketing strategies towards Generation Y - the Millennial, digital traveler. Many researchers have rigorously studied this trend and established different ways that Millennials are changing the face of travel. Firstly, they have found that cultural experiences have become more important for Gen Y consumers than other ‘ordinary’ indulgences such as partying. The “experience economy” describes their need to create memorable experiences for customers and makes up the essence of traveling, as 72% Millennials would rather spend their money on experiences than material items. While baby boomers seek safety and comfort, Millennials seek adventure, excitement, and live to build authentic experiences. These young travelers are willing to take risks that provide them with intellectural learning opportunities and valuable cultural exchanges through exploring different parts of the world. We have divided this trend analysis into six different themes, and each theme is a popular travel destination for Millennials and has a unique story to tell. These stories are self-explanatory, but greater emphasis is placed on them through a series of the ‘What’s in my Bag’ ideology; which is our attempt at linking the travel trend with the fashion industry and looking at how different factors between the two contribute in influence each other. The six different places are Dubai (Luxe), Hong Kong (Urbane), Japan (Nippon), India (Vibrancy), Miami (Halcyon) and Sweden (Regress). It is believed that Millennials are the future of the travel industry as they will represent 50% of travellers by 2025 this trend is predicted to rise over the next few years as Millennials will have greater purchasing power.
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1. Luxe 1.1 Mood & Intro to Theme 1.2 Millennials in Dubai: Research & Analysis 1.3 Travel Profile 1.4 Personalities to Note 1.5 What’s in my Bag 1.6 The Color Palette 1.7 Touch & Feel 1.8 Style 1.9 Accessories & Silhouette
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1.1 Luxe: Mood & Intro to Theme
Extravagant and luxurious in every aspect, Dubai is like the Las Vegas of the Arabian Peninsula. Pristine beaches and palm trees paired up with an exclusive shopping environment and gourmet cuisines, Dubai is the exotic, extremely rich and Westernised nation of the United Arab Emirates. Dubai gives Millennials exactly what they want – international standards, authenticity, seamless technological connectivity and a unique cultural experience. This typical middleeastern holiday destination is characterised by its sandy shades of beige and brown and objects eluding a lavish and affluent sense of materialism.
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1.2 Luxe: Millennials in Dubai: Research & Analysis
Dubai was ranked of the top five travel spots for Millennials, also known as the ‘young and curious’ by CNN (2015) as it is home to over-the-top architecture and one of the tallest skyscrapers, the Burj Khalifa, as well as a manmade island in the shape of a palm. Big cities such as Dubai welcome young and digitally savvy leisure travellers as it becomes a hotspot known for its beautiful skyline, unparalleled cultural diversity and an up and coming art and design ecosystem. Not to mention its large variety and range in cuisines and food styles from traditional Arabian to Japanese. The fact that it is built upon a desert makes it even more exciting and alluring, drawing attention from all over the globe, especially India, United Kingdom, America and China being Dubai’s top ten source of tourism. According to the MasterCard Global Destination Cities Index, Dubai was ranked the seventh most popular city in terms of inbound international visitors – higher than cities such as Hong Kong, Barcelona, Milan and Rome. Travel intelligence firm, Skift, believes that the rise of the influx in Millennials in Dubai is due to the “Apple-ification of the world”, indicating that the sophisticated and user-friendly model gives the Millennial traveler greater control over their experience (Seth, 2014). Companies are placing importance on digital innovations and social media in order to engage with the Millennial customers directly. Vida Hotels and Resorts general manager tells Hotelier Middle East that initially, Millennials did not make up a large portion of their hotel guests, but they are seeing a shift and observing a growth from the millennial segment in their customer base (Viard, 2015). Besides focusing on their Gen X customers, hotels are launching new brands and revamping existing facilities with the latest technology features to appeal to the digital traveler (the Millennial) as their expenditure is expected to increase over the next decade. By 2020, the expected number of tourists in Dubai is forecast to reach 20 million, with an average spending of $817 per person in 2014.
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1.3 Luxe: Travel Profile Style
Beauty
Middle-eastern fashion is typically thought to be quite modest due to the fact that Dubai is a nation of the United Arab Emirates where Islam is the dominating religion and majority of residents are Muslims. However, Dubai brims with glamour and elegance, as styles are less revealing but chic and contemporary nonetheless. It is summer all year long in Dubai - meaning garments are made of light fabrics and loose silhouettes in vibrant colors and patterns. Shopping is an integral element to the Dubai lifestyle and locals prefer to mix and match items with bold accessories to create distinctive outfits for different events.
Dubai is the ideal destination for beauty lovers where traditions meet trends and Millennials can find exactly what they are looking for whether it is henna on their hands or climate-suitable products. Huda Kattan, global beauty sensation and founder of the brand ‘Huda Beauty’ is known for her beautiful false lashes that took the industry by storm due to the way they enhance women’s eyes making them appear bigger and bolder similar to a typical Arab’s facial features. Local beauty brand, Mikyajy, is trend-oriented as they bring fashion-forward shades in deluxe packaging - including humidity-proof make-up and nonirritating kohl eyeliners.
Food Dubai’s international cuisines cater to extravagant tastes whether they are in local eateries serving the desirable chicken shawarmas or Michelin-starred restaurants serving exemplerary delicacies. Specialiesd Emirati dishes include camel meat and lots of herbs and spices; unlike anything you’ve ever tasted before. The most savoured meals appear during special occassions such as Eid.
Culture & Leisure From it’s glistening skyscrapers to magical sand dunes, Dubai is a cultural cosmopolitan that has some of the world’s largest and extravagant shopping malls, as well as indoor ski slopes and fascinating desert safaris that allow you to make the most of the time spent there. Millennials have endless opportunities of cultural and leisure activities.
Image: Parvezish
Image: Sand in the City Image: Time Out Dubai
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1.4 Luxe: Personalities to Note Natalia Shustova - Digital Influencer Natalia Shustova is a Dubai-based lawyer, fashion consultant, digital influencer, stylist, model and creative director. She is a highly admired fashion icon for a majority of women in Dubai and also runs a fashion and lifestyle blog called ‘Shoestova’ that focuses on sharing latest trends, beauty tips and her travel experiences – which has become well-recognized internationally and regionally in the Middle East. Natalie is always a step ahead in the fashion game as she closely monitors fashion and beauty trends with leading brands and industry professionals.
Image: Emirates Woman
Madiya Al Sharqi - Designer Madiya Al Sharqi is a fashion designer based in Fujairah, United Arab Emirates who creates beautiful, delicate and sophisticated womenswear clothing. Her appreciation for intricate embroideries, fine detailing and subtle color palettes is evident within her designs that create bold silhouettes and feminine garments. The Madiya Al Sharqi woman is known to be “graceful and timeless, with a passion for opulent design” (Sharqi, 2012). Her talent was internationally recognized by Vogue and she has been awarded Best Fashion Designer’ at the 2013 Arab Woman Awards.
Image: Madiya Sharqi
Banan Alaweh - Graphic Designer Banan Alaweh is creative director and photographer based in Dubai who enjoys being fashion-forward in a city with a reputation for tradition. Banan combines technology and creativity while building projects that surround notions of elegance, beauty, community and the self. In her editorials, she showcases everything in a unique and inspiring way through her strong visual sense and sensitivity towards her subjects. She recently became a prominent figure in the fashion industry as she uses her skills in mixed media within the realm of fashion photography.
Image: Banan Alaweh
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1.5 Luxe: What’s in my Bag
When in Dubai, the most important thing is to look fashionable and feel like a local by maintaining a reputable personal appearance that resonates with the Middle-Eastern lifestyle. This fancy Coach python leather handbag contains a neckscarf that is not only worn by many traditionally conservation Arab women but has also become a popular fashion accessory item favoured by many Westerners. The traditional bottle of ‘attar’ is a natural perfume oil made from flower petals and exotic spices that is normally used as a fragrance on a daily basis by most Arabs because of it’s striking and alluring scent. Sunglasses are crucial in Dubai where the sun shines bright every day of the year.
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1.6 Luxe: The Color Palette
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1.7 Luxe: Touch & Feel
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1.8 Luxe: Style
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1.9 Luxe: Accessories & Silhouette
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2. Urbane 2.1 Mood & Intro to Theme 2.2 Millennials in Hong Kong: Research & Analysis 2.3 Travel Profile 2.4 Personalities to Note 2.5 Whats in my Bag 2.6 The Color Palette 2.7 Touch & Feel 2.8 Style 2.9 Accessories & Silhouette
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2.1 Urbane: Mood & Intro to Theme
A surge in traveling for business and leisure at the same time has brought about a ‘bleisure’ trend where Millennials from the upper age group (27 – 35) look towards career prospects that provide them with the ability to travel for work and play. The business aspect of Hong Kong is an important component as it is one of the world’s leading international finance centers, as well as home to an economy characterized by low taxation and free trade. The Hong Kong aesthetic is characterised by a smart yet casual attire with clean-cut silhouettes, thinner and lighter fabrics and neutral tones for the daily urban lifestyle.
2.2 Urbane: Millennials in Hong Kong: Research & Analysis Image: Patra Price
As the travel trend of Millennials continues to popularize, Asian destinations such as Hong Kong have become a favourable holiday destination. An insightful provider of data-driven travel trends, Sojern, reveals that the top places visited by Asian holiday-makers during Golden Week 2015 , a collection of four national holidays within a seven day time frame and one of Japan’s busiest holiday seasons – were Seoul, Hong Kong, Tokyo, and China (WIT, 2016). This cosmopolitan and international finance hub is one of the most visited cities in the world – and although competition is strong against it’s neighbouring cities, the Hong Kong Tourism Board differentiates Hong Kong with a greater emphasis placed on providing local and authentic experiences through the power of mobile visual communication in order to connect with Millennials and their need for ‘localhood’ (Chan, 2017). Based on a study which interviewed more than 900 Millennials in China, India, Hong Kong, Malaysia and South Korea who traveled internationally in the past year, 61% of interviewees mentioned that they are looking for a custom experience when sight-seeing and only 38% would prefer a fix, packaged tour. Interviewees also pointed out that they will choose a destination based on whether or not they can engage in new activities and experiences when they travel there (CNBC, 2016). Hong Kong is the epitome of a balance achieved between traditional cultural heritage and modernity; this way, Millennials can customize their visit based on what they want – the possibilities are endless in Hong Kong. Moreover, it is also considered one of the safest places to travel to, allowing globetrotters to dip their toes in the water before moving onto bigger destinations. Millennials from the working class below the age of 30 travel almost 5 times a year as they have lower household responsibilities and are able to extend business trips for leisure (Clark, 2016). Hong Kong has considerably high socio-economic living standards and boasts a diverse and fast-paced lifestyle, allowing the Millennial traveler to enjoy a real urban city experience and immerse themselves in distinctive activities from a Western to a traditional Oriental culture. Millennials traveling for ‘bleisure’ can choose to hike through one of the 261 archipelagos by day and dance the night away in the infamous Lan Kwai Fong clubbing district.
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2.3 Urbane: Travel Profile
Style
Culture & Leisure
The Hong Kong style is classified by a business casual, sophisticated attire with clean and soft silhouettes in light and thin fabrics due to the humid weather conditions. The color palette is made up of mainly neutral, cool tones such as black, navy blue, dusty mauves, rose gold and silver – conveying an urbane, metropolitan vibe. Daily wear garments such as denim and plain shirts can transition themselves from day to night, weekday to weekend.
Places like Yau Ma Tei and Mong Kok bring the Millennial traveler into a different state of mind, allowing them to experience a day in the life of a true Hong Kong local. The infamous Temple Street is home to the local night market which boasts hundreds of stalls selling cheap souvenirs. While areas like Central, Soho and Causeway Bay are the more Westernized and sophisticated parts of Hong Kong where travelers can shop high end and high street and devour fancy meals at five-star restaurants. Cultural experiences like visiting the Big Buddha atop one of the highest mountain ranges in Hong Kong are also a must.
Beauty Hong Kong is a city bustling with beauty treatment parlors and spas with a wide range of local and international beauty brands to choose from as well as duty-free shops for the elite consumers that wish for an exclusive shopping experience. Asia is where the cosmetics and skin care industry goes to extremes as the Chinese, Korean and Japanese consumers are the most discerning and demanding when it comes to getting that flawless skin. Chinese women are especially known for their morning and night skincare rituals consisting of numerous traditional products that are applied on a daily basis.
Food Local street food stalls at every nook and corner of streets in each district give tourists a taste of traditional Chinese delicacies such as fishballs, fried noodles, dumplings, Siu Mai and much more. Millennial visitors in Hong Kong would also be intrigued to try local, independent cafes and be attracted to aesthetically appealing places that are not only worthy of their time but also insta-worthy instead of the usual coffee chains. These are spread out all over Hong Kong island in Central and Sheung Wan.
Image: A Foodie World
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2.4 Urbane: Personalities to Note
Laurinda Ho - Socialite Laurinda is Stanley Ho’s daughter – a part of the infamous Macau casino chain family business and a highly active social media influencer with almost 330,000 followers on Instagram. As a prominent Generation Y personality and key opinion leader from Hong Kong, Laurinda enjoys sharing her daily activities and inspiring Millennials when it comes to style with her feminine and playful approach to fashion. As a fresh graduate, the socialite and fashion icon has zealously supported charity by launching a series of events in order to better the local Hong Kong community.
Image: The Trend HK
Harris Chan - Fashion Designer Harris is the creative director of Moiselle, a Hong Kong based womenswear fashion brand since 1997. He took over the brand from his parents and re-created it with a much more youthful approach in terms of design, building one of the most prized seasonal fashion collections for the Hong Kong consumers to follow. Apart from fashion design, he is also a creative director in the marketing field as he initiates a new social media campaign for Tod’s.
Image: Baccarat Magazine
Feiping Chang - Blogger Feiping Chang is one of most significant fashion innovators in Hong Kong. She has a diverse background as she was born in Taipei, brought up in Sydney and Singapore and is currently settled in Hong Kong with her fashion blog ‘xoxofei’ which includes her travel vlogs, fashion style tips and aspects on food and lifestyle. Her sense of style is considered as fun, frivolous and quite unique. She is also an active member on social media with 255,000 followers on her Instagram.
Image: HK Tatler
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2.5 Urbane: What’s in my Bag
While traveling in Hong Kong you will need a small backpack which carries staple items such as a daily planner/notebook and a pen in order to schedule important events on the social calendar as well as keep track of other daily meetings and ‘bleisure’ activities. The bag also contains an iPad - a light and efficient substitute to the Macbook Pro that carries all your work. Metallic items such as a small card holder for unexpected networking opportunities and simple yet elegant accessories are needed by a young Millennial professional. The perfume is an accurate representation of Hong Kong as it gives out a fresh and energetic yet sophisticated scent to match the ‘urbane’ individual’s time spent here.
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2.6 Urbane: The Color Palette
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2.7 Urbane: Touch & Feel
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2.8 Urbane: Style
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2.9 Urbane: Accessories & Silhouette
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3. Nippon 3.1 Mood & Intro to Theme 3.2 Millennials in Japan: Research & Analysis 3.3 Travel Profile 3.4 Personalities to Note 3.5 What’s in my Bag 3.6 The Color Palette 3.7 Touch & Feel 3.8 Style 3.9 Accessories & Silhouette
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3.1 Nippon: Mood & Intro to Theme
The perfect juxtaposition can be found in Japan, as it is a fleeting world on it’s own built upon a foundation of tradition contrasted with modern technology and innovative ideas. Japan has been a popular tourist destination due to the widespread interest in its local street styles, food, beauty and culture. Millennials travel to explore a rich culture and appreciate the past, present and future. The influence of Western culture has allowed the repressed country to express themselves to the fullest.
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3.2 Nippon: Millennials in Japan: Research & Analysis
Tokyo is one of the top cities visited by Asian holiday-makers as revealed by Sojern, an insightful provider of data-driven travel trends - most likely due to the fact that it offers a combination of city and cultural experience as travelers’ senses are heightened from the variety of activities to do, food to consume and sights to gauge at. Japan has a monarchy system with five dominant political parties as well as rigorous history concerning disagreements with Russia, Korea, China and Taiwan in the past. The ongoing economic recession has proven favourable for the tourism industry as tourism has increased due to the decrease in the value of the yen. Japan’s close relationships with foreign markets such as Europe and America further encourages the influx of international tourists. It has been a popular destination for all different types of consumers especially during seasonal events such as the cherry blossom season, numerous Summer festivals and art exhibits. The Tokyo 2020 Olympic Games is a large-scale global event that is forecasted to further increase tourism in the upcoming years. In terms of technology, Japan has utilised advanced forms of tech-driven gadgets since the very beginning. It is known to bring innovative ideas such as the use of robots and automation of traditional services in the food and beverage industry and much more, with large investments in research and development. Millennials from around the world travel to Japan, capturing the essence of the culture through photography and videography. Instagram is one of the main platforms to showcase travel images through Japan based Instagram accounts such as Inspiration Cult, creating a new way of being featured. With the use of hashtags, the bimonthly publication publishes photographs as well as collaborating with brands such as Adidas.
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3.3 Nippon: Travel Profile
Style
Beauty
Clothing has become more comfortable and oversized with the help of high fashion streetwear and uniform clothing stores such as Muji. Retail spaces such as Dover Street Market and luxury stores in Omotesando have continued to utilise their spaces with geometric architecture. The influence of Western culture can be seen with an array of international businesses opening up in Japan.
Make up, make up, make up. Japanese beauty product sales have boomed with a growth of 15.2% over the last year. Whether it is drugstore make-up from brands such as Canmake or SK II, Japan has a rich history of makeup being mixed with Western trends. Japanese beauty influencers create looks that are manipulated into youth culture. Millennials are willing to splurge on make-up and experiment with local beauty products according to skin types.
Culture & Leisure Osaka, Kyoto and Nara offer the best of both worlds being train rides away from each other. Osaka is known to be street food heaven and a major shopping district and is less than an hour away from the tranquility of Kyoto. Millennials can experience local cuisines and temples as well as the hustle and bustle of the city. Nara is an hour away with their famous deers and quaint town districts.Tokyo is a fashion capital with a mixture of different trendy shops around the city. With Harajuku girls and kawaii items in Takashita Dori, small boutiques at La Foret or Roppongi Hills, the possibilities are endless. From accessories to outerwear, there is a market for all consumers.
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Food One of the main reasons why Millennials love travelling to Japan is because of the traditional Japanese delicacies. Besides sushi, popularity of the cheese tarts and matcha have spread worldwide. Dessert restaurants have popped up all over Harajuku and Osaka with dishes such as hot cakes, Cremeria ice cream, the infamous Harajuku crepes and even rainbow cotton candy to satisfy those with a sweet tooth. A trip to Osaka is incomplete with a Pablo cheesecake.
3.4 Nippon: Personalities to Note
Issey Miyake - Fashion Designer Issey Miyake is a Japanese fashion designer known for his technology driven designs. Through his experience in designing for Givenchy and Geoffrey Beene, the designer mixes Eastern and Western elements to create womenswear garments that display his understanding of shape and risktaking through experimenting with textures and silhouettes. He uses computer softwares to create weave compositions and is comfortable using technology as a tool for testing new ideas. However, he respects tradition and likes to mix the two together to create designs that are unique and modern.
Image: The Guardian
Naomi Watanabe - Fashion Icon Naomi Watanabe is a Japanese comedian and plus sized fashion icon, a prominent figure on Japanese television and in magazines. She created a fashion line for plus sized women, encouraging them to build self confidence while fully expressing themselves. She focuses on creating a comfortable atmosphere for self conscious women in Japan and spreading awareness of the health issues in Japan through her body positivity messages. The personality is known for her red lip and ever-changing hair colour, daring but humorous, Watanabe is always down to have a laugh.
Image: Rebloggy
Rola - Model & Actor Rola is a Japanese-Russian model with experience in television presenting, acting and is a well known Instagram influencer. Rosa became popular after her street-styles were discovered and soon enough she walked for Fashion Week in Tokyo which lead to brand endorsements with Puma and Japanese brands. Rola is known for her playfulness and beauty. Her kawaii personality and effortlessly candid image is adored by her 3M Instagram followers. Mixing and matching high fashion and local brands, the model creatively showcases her outfits and adventures through magazines and social media.
Image: Tokyo Girls Update
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3.5 Nippon: What’s in my Bag
When in Japan, a fan is essential for the humid heat that comes with the seasonal changes. There are a variety of fans available for purchase from convenient stores to high end boutiques in Ginza. Chopsticks are used in most restaurants and an environmentally friendly way to decrease waste is to bring your own chopsticks. Travelling involves using local currencies to purchase basic necessities as well as souvenirs. The wallet in the picture was bought in Asakusa, made from Japanese material. The Japanese doll represents a girl’s day while the crane earrings are a signature piece purchased from Narita Airport.
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3.6 Nippon: The Color Palette
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3.7 Nippon: Touch & Feel
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3.8 Nippon: Style
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3.9 Nippon: Accessories & Silhouette
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4. Vibrancy 4.1 Mood & Intro to Theme 4.2 Millennials in India: Research & Analysis 4.3 Travel Profile 4.4 Personalities to Note 4.5 What’s in my Bag 4.6 The Color Palette 4.7 Touch & Feel 4.8 Style 4.9 Silhouette
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4.1 Vibrancy: Mood & Intro to Theme
“From ancient traditions and artistic heritage to magnificent landscapes and culinary creations – India will ignite your curiousity, shake your senses and warm your soul.” (Singh, n.d.) India presents Millennials with myriad opportunities and possibilities when it comes to traveling and exploring the colorful country. It is a riot of colors, patterns, tastes and unexpected sights that can be quite overwhelming for first-time visitors, but definitely proves worthwhile in the end. India is known for its ‘vibrancy’ in vivid colors that appear on almost everything, everywhere - with it being heightened during weddings and cultural festivals such as Diwali and Holi.
4.2 Vibrancy: Millennials in India: Research & Analysis
India is the seventh-largest country and second most populous country in the world. As a newly industrialized country, India’s economy is booming rapidly and in 2015, the Indian economy was the world’s seventh largest by GDP. However, it faces several socioeconomic challenges such as poverty, corruption, malnutrition and more. Many tourists are hesitant when it comes to exploring this vast nation due to recent media and news related to crimes such rape. Despite these social circumstances, tourism in India is rapidly growing, with Dehli, Mumbai, Chennai, Agra and Jaipur as the top five most visited cities by foreigners during 2015. Since India is made up of several different ethnicities and minorities, each city has it’s own specialty and authenticity - which is why it is known to be extremely diverse in terms of religions, traditions, customs, norms, languages and food. The Millennial traveler can explore different parts of India depending on their interests, for example Goa for it’s beaches, modernity and colonial architecture; Mumbai for its Bollywood cinema and shopping; Agra for the magnificent Taj Mahal and so on. “A kaleidoscope of traditions, culture and vibrant geographies, India speaks for itself as a soul-stirring journey. From its dusty snow trenches, frolic coasts, gripping natural green to the mystic ravines of spirituality and clusters of cultural shades defining the raw beauty, India captures the heart of every tourist.” (TOI, 2017). Many hoteliers are focusing their efforts into obtaining the increasingly wealthy and digital market known as the Millennials in India. Indians are traveling more and more and differently than before. These individuals are not interested in structured sightseeing tours and fixed itineraries but would rather interact with locals, absorb their surroundings, learn new customs and engage in cultural activities that create new experiences (Mo, 2016). Millennials in India themselves spend more money per visit than travelers from other countries besides the Chinese, with dining as the top spending category.
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4.3 Vibrancy: Travel Profile
Style
Culture & Leisure
A majority of women in India living in rural neighbourhoods are still highly conservative and wear the traditional ‘sari’ or ‘salwar kameez’ (pantaloons/trousers paired with a shirt). But India’s strong exposure to the Western culture and rise in modernity through the Bollywood cinema has led to a combination of ethnic and Western fashions. Women prefer wearing a simple ‘kurti’, which is a long shirt paired with jeans. Though, India’s style is characterised by linear, silhouettes, layered fabrics and elaborate detailing.
India is home to the world’s most famous and beautiful building, the Taj Mahal, which draws attention from seven million visitors each year due to its ornate architecture and the story embodied within it. There is a multitude of sacred sites and temples that serve the country’s longstanding religiuous history. Diwali, the ‘Festival of Lights’, and Holi - the ‘Festival of Colors’ are both extremely auspicious celebrations that are celebrated by non-Indians around the world too just because of its stunning traditional dresses and bold, striking colors, not to mention the amount of fun they are!
Food
Beauty
Food is perharps one of the most fascinating and significant aspects of embracing an Indian culture for most travelers, since India is home to sumptuous and deliciously diverse dishes that differ in different regions - such as various street snacks like the ‘chana chaat’, ‘samosas’, ‘jalebi’ and a smorgasbord of fabulous dishes like the ‘chicken tikkas’ served with butter ‘naan’ and mango ‘lassi’. Trying local food is a high determinant in motivating Millennials between ages 18 to 24 to travel (Lane, 2016).
There has been quite some controvesy over the topic of beauty and what is considered beautiful in India since most girls face severe shadeism, the discrimination between lighter-skinned and darker-skinned members of the same community. Lighter skin tones are considered more beautiful and desirable - which is why India’s skin bleaching business makes over 450 million a year. This fairness craze has led to many beauty brands such as Garnier, L’Oreal and Vaseline conducting campaigns that promotes the whitening of the skin.
Image: Bhelwala Image: Wikipedia
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4.4 Vibrancy: Personalities to Note
Rhea Gupte - Creative Blogger Rhea Gupte is a creative blogger based in Goa, India. She has a profound interest and talent in photography, art, travel, writing, and mixed media, all of which she showcases on her website FUSS. She is also a creative consultant and has worked or done creative collaborations with various brands in the fashion industry such as L’Oreal, Nike and Tommy Hilfiger in order to help them create a unique aesthetic. Her photographs are highly distinctive and seem to portray different messages and symbols. As a Millennial herself, young Gen Y individuals in India look towards her for creative inspiration.
Image: Fuss
Masoom Minawala - Style Fiesta Masoom Minawala is the founder of the blog Style Fiesta, which she started in 2010 as an outlet for her passion for fashion and individuality. Ever since, her website gained popularity and she became India’s most famous fashion blogger and social media influencer and had the opportunity to work with many different brands on creating content and editorials. Soon enough, she also founded her own label ‘Style Fiesta’ and a fashion industry focused job-portal for India specifically. She connects with like-minded youngsters through posts on her social media channels such as Instagram and Twitter.
Image: Pinterest
Akanksha Redhu - Blogger Akanksha Redhu is a fashion and lifestyle blogger in India who initially started her blog only to share ideas and inspirations. Now she writes about fashion & lifestyle, beauty, events and travel. She enjoys spotting trends at events such as the India Fashion Week and sharing her distinctive sense of style. Her Instagram account ‘Razzle Dazzle Pickle’ has more than 2,000 followers – indicating that she is a new up and coming social media influencer.
Image: Razzle Dazzle Pickle
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4.5 Vibrancy: What’s in my Bag
The story of this travel destination ends with some of the most unique and authentic items and collectibles that will be life-long, prized possessions kept by Millennials that have traveled to India. The mini multi-colored, floral embroidered backback is ideal for day-to-day leisure activities where not much is needed to be carried. The turquoise blue silk scarf is as thin and light as air and can be worn as an accessory or subtle head-covering for traditional women. The mini embroidered coin pouch eliminates the need for a large bulky wallet. Stained glass bangles are adored by all different consumers and are the perfect accessory to enhance an outfit, while the henna cone is what most foreigners are intrigued by and love to apply on their hands as temporary tattoos.
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4.6 Vibrancy: The Color Palette
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4.7 Vibrancy: Touch & Feel
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4.8 Vibrancy: Style
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4.9 Vibrancy: Accessories & Silhouette
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5. Halcyon 5.1 Mood & Intro to Theme 5.2 Millennials in Miami: Research & Analysis 5.3 Travel Profile 5.4 Personalities to Note 5.5 What’s in my Bag 5.6 The Color Palette 5.7 Touch & Feel 5.8 Style 5.9 Silhouette
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5.1 Halcyon: Mood & Intro to Theme
Miami is notoriously known as the ultimate vacation hotspot for undergraduate students studying in America during Spring Break. Suburban living against a tropical background where everything is interconnected and places are easily accessible has become a trend that is exemplified in Miami. The term ‘halcyon’ denotes a period of time that is ‘idyllically happy and peaceful’ and is synonymous with the sense of feeling calm and pleasant. The ‘halcyon’ aesthetic is built up of refreshing oceanic imagery, saturated neon hues, florals and breezy silhouettes connotative of a relaxed and laid back Summer tropical vacation vibe.
5.2 Halcyon: Millennials in Miami: Research & Analysis
Miami has something for everyone from music and arts events such as the Ultra Music Festival and Art Basel to a feeling of absolute bliss as one lies at the beach. Based on a study conducted by Realtor, Miami is ranked as the fourth ideal destination for Millennials to travel to when compared against ten different cities in the USA. Miami is an ideal city for Gen Y individuals due to the lifestyle and leisure activities at the infamous South Beach with a wild nightlife and culture of creativity. Miami beach was ranked ‘Top Winter Sun Vacation Rental Getaway Destinations’ for 2011 on Trip Advisor (Drake, 2011) and was listed as the Top 25 Beaches in the world at the same time.According to data collected by Switchfly, Millennials are seek adventure in coastal locations — Miami has become one of the top choices during Spring and Summer break. Millennials can enjoy their vacations without spending too much as Miami offers various choices of accommodations and transportations at affordable price points. “Walkability” allows free access to every beach and the transportation systems are user-friendly. Young professionals between the ages of 20 and 44 make up half of the city’s population, and fresh graduates continue to fly over to the multicultural melting pot which is also known as one of the most tropical places in America, whether it is for a holiday or living (Dahlberg, 2016). Gen Y individuals enjoy immersing themselves in a calm and loose environment where things work according to their own clock. Also, since Millennials are liberally progressive individuals, Miami is the quintessential destination where people are accepting of all different races and genders. Another aspect that makes the idea of traveling to Miami appear to be so appealing by youngsters is the party scene. Known for it’s nightlife and wide range of clubs and bars, Millennials appreciate the 90’s like disco atmospheres, techno raves, dubstep and EDM tracks - pushing more and more musicians and party-animals to visit.
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5.3 Halcyon: Travel Profile
Style
Culture & Leisure
Due to the coastal climate, fashion trends are based on beach themed clothing that is comfortable to wear in the heat. Thinner, breathable fabrics are used for shorts and dresses in high saturated colours that reflect the artistic culture of Miami. White is a popular choice in dressing as it does not absorb sunlight. Wynwood district, a bright and bubbly neighbourhood displays the characteristics and personality that Miami has to offer.
Other than South Beach being a Spring break hotspot, Miami offers a variety of districts for Millennials to enjoy. Wynwood is a mixture of art, local boutiques and bars. Miami also offers numerous historic and cultural attractions such as Viscaya Museum and Italianate mansion on Biscayne Bay that are filled with artworks, ancient sculptures and a mix of cultural influences. It is a culturally diverse city with a mixture of distinctive ethnicities and languages.
Food Speaking of the food and beverage industry, Miami has a variety of different cuisines but due to the surge in Latin-Americans staying there, Latin American and Caribbean food is readily available in various versions. Cubans came and settled in Miami during the 1960s and since then has been one of the important cuisines in Miami. Cuban sandwiches and speciality dishes are found in the Latin infused streets while cold alcoholic beverages and fresh fruits are highly favourable too.
Beauty As a beach lover’s paradise, Miami is full of beauty boutiques offering different services for men and women. From international beauty brands to local shops offering manicures, a hair makeover and everything in between, Millennials can enjoy different kinds of services. The beach vibes give millennials a chance to ditch the contour and keep the sunglasses on.
Image: Miami Tourism
Image: Sugar Factory
Image: Buenos Aires Street Art
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5.4 Halcyon: Personalities to Note
Seth Browarnik - Photographer Seth Browarnik is a Miami-based photographer who aims to share the unique beauty of Miami and showcases what it has to offer through excellent images. He has an understanding of showing viewers how he perceives the coastal city. His instagram account ‘World Red Eye’ has an active social media following with over 37,000 followers. Many photographers use Instagram to promote their photography which is a great way to connect with the digital Millennial traveler that goes on social media platforms such as Instagram to make travel decisions and search for ‘insta-worthy’ locations to visit.
Image: World Red Eye
Alexander Mijraes - Artist Artist Alexander Mijraes is known as one of Florida’s most vibrant artist talents. He was born in Miami but is acclaimed internationally by his Spanish influenced artwork that is rich in culture but modern at the same time. His work has been recognised at Art Basel Miami Beach, Art Wynwood and Art Santa Fe. Mijares enjoys working with different organizations to help out the local community and encourages people to create a better society for the next generation through art. Bringing a colorful outlook on life, he connects with Millennials through his dynamic artistic energy.
Image: Miami Art Scene
Isabela Rangel - Model Isabela Rangel is a model that used the power of social media to create a personal brand of her own and showcase her life to her 74,500 followers on Instagram on a daily basis. As a teenager herself, Isabela balances her responsibilities well while working with brands and collaborating with other individuals her age and Millennials. Her Miami home is a place where she is able to recharge and refresh amidst a busy travel schedule (Felder, 2015). She has a deep love with the ocean and the Miami weather, which is why she makes sure she keeps coming back.
Image: Isabela Rangel
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5.5 Halcyon: What’s in my Bag
Imagine walking on South Beach, Miami in your neon pink Triangl bikini, beige sandals or flip flops with a colorful, floral patterned string bag and a pair of reflective sunnies. You pick a spot in the sand under the palm trees and listen to the Atlantic oceanic waves wash ashore until the bright sun starts to set and a stunning sunset appears on the horizon. For this picturesque vacation, only the most basic beach items are needed; a towel, sunscreen, water deodorant, waterproof camera, sunglasses, a small pouch to keep valuables and a mood for some serious beach detox to put you in a state of ‘halcyon’.
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5.9 Halcyon: Accessories & Silhouette
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Image: Sean Ho
6. Regress 6.1 Mood & Intro to Theme 6.2 Millennials Within Nature: Research & Analysis 6.3 Travel Profile 6.4 Personalities to Note 6.5 What’s in my Bag 6.6 The Color Palette 6.7 Touch & Feel 6.8 Style 6.9 Accessories & Silhouette
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6.1 Regress: Mood & Intro to Theme
Nature is where everything begins. With the occurrence of unfavorable political and economic circumstances over the recent years, a trend has developed for Millennials prefer going back to nature as an escape from reality. Millennial travelers look for eco-friendly places to visit and are concerned about reducing their carbon footprint (Kriegstein, 2016). The idea of going back to nature also suits Millennials’ need to build and spend on experiences instead of material goods. They look for places to travel to that offer a completely unique and differentiated experience. This theme is classified by natural, neutral, earthy tones and a sense of regression; going back to a less developed state.
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6.2 Regress: Millennials Within Nature: Research & Analysis
The global political atmosphere is currently quite unstable, with tense relationships between countries and races and threats of terror attacks all over the world, countries have become highly sensitive. The unstable internal and external political environment leads to a desire of escaping from this harsh reality. A trip back to nature allows individuasl to clear their minds and encourages positivity. The downturn in the US economy, weakening Japanese economy and fluctuation in international currencies are evidences of global economic crisis. High costs of living, high inflation and unemployment rates are the main concerns of Millennials from the upper age group, since they have not yet had the resources to accumulate material possessions (and associated responsibilities) that are weighing on Baby Boomers. Moreover, Millennials are entering the workforce with student debts on their shoulders, which makes purchasing material possessions even less of a necessity. They would rather spend money on collecting experiences and memories instead of owning things to satisfy materialistic needs. Social influences stem from a trend of health and sustainability. Millennials are increasingly concerned about nature and trying to protect the environment in order to minimize negative effects on health with the growing consumption of chemicals and toxins in our daily lives (Clark, 2016). They try to maintain a sustainable lifestyle with less toxic products around them. There is a growing trend of preventing single-use, disposable products, allowing Millennials to consider themselves a part of nature and adapting into ways attempting to protect it. An example of a country that allows travelers to explore while regressing into nature is Sweden. According to The Local Europe, more and more foreign tourists are choosing to spend their holidays in Sweden instead of other Nordic countries in 2016 regardless of the season. Millennials choose Sweden because of it’s diversity in natural beauty and lower costs when compared with other European destinations (Guardian, 2016). Northern and Southern Sweden have seen a boom in tourism, possibly due to the opening of places such as the ‘Tree hotel’ and ‘Ice’ hotel in Jukkaskarvi, with increased chances of viewing the Northern Lights.
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6.3 Regress: Travel Profile
Style
Beauty & Body
A simple cut with a loose silhouette is applied to provide a feeling of comfort, allowing the wearer free mobilization. With minimalistic and calming earth tones, the main focus of the design is based on the cut, functionality and texture of garments. The aesthetics of this theme matches with nature as a whole and lets the Millennial feel at peace.
Although the ‘beauty-from-within’ trend is most popular in Asia, consumers in the West have also started to appreciate the role that one’s personal diet plays in skincare and appearance, indicating the potential for beauty food to tap into this concept. An example of this is ‘Beauty Chef’ - an Australian organic brand founded by Carla Oates, a naturopath and author. Based on the philosophy that “beauty starts in the belly”, her brand includes inner and outer beauty products that contain bio-fermented ingredients and probiotics that lead to healthy, radiant skin. This link between nutrition and skincare can greatly benefit functional beauty foods and beverages. To better follow this trend, Millennials tend to eat organic food which consists of less chemicals and toxins.
Architecture It is predicted that the future of architecture will be a regression towards nature as ideas circulate around giving back to nature with the help of technology and innovative methods. The mirror tree houses designed by Tham & Videgard in Sweden are an example of this concept. The four meter glass cube is built within a forest and provides a reflection of the surrounding environment with a unique design element that protects birds from crashing into the glass with the use of a special film sheet (Alter, 2010). Units in the treehouse are constructed from sustainably harvested wood, radiant floor heating as well as an eco-friendly incineration toilet. The aim of this almost invisible treehouse is to allow people to be a part of nature while protecting it simultaneously.
According to Organic Monitor, the natural and organic cosmetics market is an 11 billion dollar industry. 42% of consumers look for natural ingredients when it comes to purchasing cosmetics, contributing to the general rise in ethical consumerism.
Image: ManRepeller
Image: ManRepeller
Image: Tree Hugger
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6.4 Regress: Personalities to Note
Lauren Singer - Sustainability Blogger Lauren Singer is the founder of the sustainable lifestyle blog, ‘Trash is for Tossers’ and a key opinion leader in sustainable living – with 108,000 followers on Instagram, 90,750 followers on Facebook and 96,480 subscription on YouTube. She is an outspoken supporter of zero waste and minimalist living and created a collection of informative ‘how-to’ videos on Youtube and has given a TED talk too. She is also a part of ‘The Simply Co’, a manufacturer of all-natural laundry detergent.
Image: Trash is for Tossers
Kathryn Kellog - ‘Going Zero Waste’ Kathryn Kellogg is the founder of the sustainable lifestyle blog ‘Going Zero Waste’ and evidently a ‘zero-waste’ practitioner, with a 8oz jar containing the total amount of landfill waste she’s generated in one year. She is also a key opinion leader in maintaining a sustainable lifestyle with 25.9K followers on Instagram, 16,223 followers on Facebook and 3041 subscriptions on YouTube; drawing 10,000 unique page views a month and has 800 subscribers.
Image: Going Zero Waste
Janko Lam - Sustainable Fashion Designer Janko Lam is the founder of sustainable fashion brand ‘Classics Anew’ in Hong Kong, and is known for redesigning the cheongsam by utilizing recycled denim and creating modern interpretations of other traditional Chinese clothing. She is an active promoter of the ‘up-cycled fashion’ culture and aims to spread awareness about the link between the fashion industry and end consumer. In 2010, she won the Eco Chic Design Award and since then has been dedicated to saving the environment one dress at a time.
Image: ECDA
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6.5 Regress: What’s in my Bag
Objects in the bag focus on merging a modern lifestyle with a love for nature attitude. A neutral tone black and brown bag includes things such as activewear, sunglasses and organic energy bars to promote healthy living. Individuals are likely to wear sneakers/trainers on their adventurous escapade into nature. A GoPro camera is included for Millennials to be able to record their experiences amongst nature in a less disturbing way (such as through social media). A watch is an essential item in order to tell the time while Millennials try to avoid using their iPhones as much as possible so that they can focus more on their natural surroundings.
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References MILLENNIALS AND TRAVEL Vivion, Nick. (2016). What Stats Reveal About Travel Behaviours by Generation: Sabre. Retrieved May 2, 2017, from https://www.sabre.com/insights/what-stats-reveal-about-travel-behaviors-by-generation/ Price, W. (2016). Millennial Travel Trends: A Look at the Largest Generations’ Habits. Retrieved May 2, 2017 from http:// www.internetmarketinginc.com/blog/millennial-travel-trends/ Rainbolt, D. (2015). The Millennial Generation is Changing the Way We Travel: Adventure Travel News. Retrieved May 2 2017, from http://www.adventuretravelnews.com/the-millennial-generation-is-changing-the-way-we-travel Lane, Lea. (2016). Are Millennial Travel Trends Shifting in 2016: Forbes. Retrieved May 2, 2017, from https://www.forbes. com/sites/lealane/2016/01/15/are-millennial-travel-trends-shifting-in-2016-youll-be-surprised/#cd73c7236a81 Barton C, Haywood J, Jhunjhunwala P, and Bhatia V. (2018) Traveling with Millennials: Boston Consulting Group. Retrieved May 2, 2017 from https://www.bcg.com/documents/file129974.pdf ITB World Travel Trends Report 2016, n.d (2016). Messe Berlin. Retrieved May 1, 2017, from http://www.itb-berlin.de/ media/itb/itb_dl_all/itb_presse_all/World_Travel_Trends_Report_2016_2017.pdf Airbnb. (2016). Airbnb and The Rise of Millennial Travel: Airbnb Citizen. Retrieved May 2, 2017, from https://www.airbnbcitizen.com/wp-content/uploads/2016/08/MillennialReport.pdf Flora, Liz. (2016). China’s Jetsetting ‘Rich Kids’ Crave Adventure and Travel: JingDaily. Retrieved May 2, 2017, from https://jingdaily.com/chinas-jetsetting-rich-kids-crave-adventure-travel/ LUXE Rooney, Ben. (2015). Millennials & Their Money: 5 spots for the young and curious. CNN. Retrieved June 3, 2017 from http://money.cnn.com/gallery/pf/2015/06/30/travel-destinations-youth-millennial/5.html McGovern, Robert. (2016). 20 Reasons Why You Have to Visit Dubai Right Now. Retrieved June 3, 2017 from https://lovin.ie/travel-food/cities/dubai/20-reasons-why-you-have-to-visit-dubai-right-now Seth, Shalini. (2014) Five top travel trends. Gulf News. Retrieved June 3, 2017 from http://gulfnews.com/gn-focus/special-reports/travel-leisure/five-top-travel-trends-1.1327781 Nouman, Shaheen. (2015). Seizing the future of millennial travel. Hotelier Middle East. Retrieved June 3, 2017 from http://www.hoteliermiddleeast.com/23838-seizing-the-future-of-millennial-travel/ Hospitality Net. (2016). Dubai Tourism – Statistics and Trends. Retrieved June 3, 2017 from https://www.hospitalitynet. org/news/4076874.html Carlos, Marjon. (2015). How to Dress in Dubai: 2 Fashion-Forward Locals on Their Personal Style. Retrieved June 3, 2017 from http://www.vogue.com/article/dubai-public-school-fashion-week URBANE Chung, S. (2017).Model Kiko Mizuhara on karaoke, gay clubs and her passion for travel. Retrieved May 23, 2017 from : http://edition.cnn.com/2017/03/02/fashion/kiko-mizuhara-guide-to-model-travel/ CNBC. (2016). Affluent Asian millennials want very different travel experiences. Retrieved May 23, 2017 from :http://www. scmp.com/lifestyle/travel-leisure/article/2017605/affluent-asian-millennials-want-very-different-travel Rapp, J. (2016). Hong Kong Remains Top Destination for Chinese Millennials , but South Korea and Thailand Are Catching Up. Retrieved May 25, 2017 from :https://jingdaily.com/hong-kong-remains-top-destination-chinese-millennials-south-korea-thailand-catching/ NIPPON Okwodu, Janelle. (2016). Meet Role, the Coolest New Member of the Gucci Crew. Vogue. Retrieved May 27, 2017 from http://www.vogue.com/article/rola-japanese-fashion-model-gucci-resort-2017-muse Kayo Huang, Katie. (2017). Japan’s Bi-Racial Sweetheart: Kiko Mizuhara. Retrieved May 27 2017 from http://generasian. org/post/140593543871/japans-bi-racial-sweetheart-kiko-mizuhara-%E6%B0%B4%E5%8E%9F%E5%B8%8C%E5%AD%90
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INDIA Telegraph Travel. (2016). 16 reasons why India should be your next holiday destination. Retrieved June 1, 2017 from http://www.telegraph.co.uk/travel/destinations/asia/india/articles/reasons-to-visit-india-things-to-see-and-do/ Damodaran, Harish. (2015). Socio-economic status: five key takeaways from SECC. Retrieved June 1, 2017 from http:// indianexpress.com/article/india/india-others/five-key-takeaways-from-secc/ Jetley, Neerja. (2014). Millennials are reshaping India’s travel industry. Retrieved June 1, 2017 from http://www.cnbc. com/2014/08/24/millennials-are-reshaping-indias-travel-industry.html Tourism of India. (2017). Retrieved June 1, 2017 from http://www.tourism-of-india.com MO. (2016). Indian Millennials changing travel trends. Retrieved June 1, 2017 from http://www.rocketnews.com/2016/05/indian-millennials-changing-travel-trends/ Phyllida, Jay. (2015). What is Indian style today? Retrieved June 1, 2017 from http://www.bbc.com/culture/story/20151103-beyond-the-sari-what-is-indian-style-today Harish, Deepi. (2016). Why Are India’s Beauty Standards So Messed Up? Retrieved June 1, 2017 from http://www.huffingtonpost.ca/deepi-harish/india-skin-whitening-cream_b_12474224.html Bains, Pahull. (2015). 6 Indian fashion blogs on our radar. Retrieved June 1, 2017 from http://www.vogue.in/content/6-indian-fashion-blogs-our-radar/ MIAMI Baumgard, Josh. (2016). Study: Miami Among Hottest Destinations for Millennials. Retrieved May 28, 2017 from https:// miami.curbed.com/2016/5/23/11745020/miami-destination-millennials Paul, Marcus. (2017). Miami is the No.2 destination for Millennials. Retrieved May 28, 2017 from https://miamiagentmagazine.com/2017/04/27/miami-no-2-destination-millennials/ Mass, Newton. (2011). Tripadvisor Reveals America’s Top Winter Vacation Rental Getaway Destinations. Retrieved May 28, 2017 from http://www.multivu.com/mnr/49251-tripadvisor-america-s-top-winter-vacation-rental-getaway-destinations Thompson, A. (2014). Millennials Love Miami Beach. Retrieved May 28, 2017 from http://www.businesswire.com/news/ home/20140916005134/en/Millennials-Love-Miami-Beach Randel, B. (2017). Who Are the Top Social Media Influencers in Miami? Retrieved May 28, 2017 from https://oceandrive. com/meet-miamis-top-social-media-influencers NATURE Kriegstein, B. (2016). Millennials care about these 6 thing when they go on vacation. Business Insider. Retrieved May 30, 2017 from http://nordic.businessinsider.com/how-millennials-travel-differently-than-their-parents-did-2016-6/. Clark, L. (2016). Zero-waste bloggers: the Millennials who can fit a year’s worth of trash in a jar., Business Insider., Retrieved May 30, 2017 from https://www.theguardian.com/environment/2016/apr/22/zero-waste-millennial-bloggers-trash-greenhouse-gas-emissions Alter, L. (2010). Almost invisible mirrored tree house built in Sweden. Treehugger. Retrieved May 30, 2017 from https:// www.treehugger.com/sustainable-product-design/almost-invisible-mirrored-tree-house-built-in-sweden.html Mintel. (2016) ‘Beauty 2025 Mintel BPC Trends’. Organic Monitor (2016). ‘Global Market for Natural & Organic Cosmetics’. Mintel, (2016) ‘Ingredient Insight: Beauty from Within’. The Local Europe. (2017). Sweden attracted more foreign tourism than any other Nordic in 2016. Retrieved May 30, 2017 from: https://www.thelocal.se/20170126/sweden-attracted-more-foreign-tourism-than-any-other-nordic-in-2016 Cathcart-keays, A. & Kwenortey, E. (2016). The world’s best cities for Millennials. Retrieved May 30, 2017 from https:// www.theguardian.com/world/2016/mar/08/the-worlds-best-cities-for-millennials
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