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3 Introduction...4 Authenticity to Anti-authenticity...5 Consumer primary research...9 Resolution’s aim...10 Secular Spirituality...11 Shorthand Big Idea ...16 Connections and travel ...16 Chosen brand airbnb...21 Airbnb Consumer Primary Research...24 Before, During and After...25 Insight from current consumer...30
Written by:
Future consumer leisure and business...35
Rachael Atkins: Introduction, Authenticity to Anti-Authenticity, Airbnb (1000
Case Study...37
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Big Idea...38
Emily Green: The Current Consumer and The Future Consumer (1000 words) Shannon Lawless: Route to Consumer, Conclusion (1000 words) Edited by: Shannon Lawless, Emily Green and Rachael Atkins 3288 - Final Word Count
Route to Consumer...40 Case Study...42 Social Media Routes...44 inter-connect launch...47 Front cover: Spiritual Machine, 2016
Fig 1: Trust no one, 2012
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In accordance with the Anti-authenticity brief given by The Future Laboratory, Resolution has responded by creating a new Airbnb campaign for 2020. Having initially explored the trend of Secular Spirituality, the focus then moved towards exploring the concept of connections and how they could be enhanced through the support of technology, specifically virtual reality. Therefore, this report considers the possibilities of utilising VR as a platform and how it could enhance connections between Airbnb’s guests and hosts.
Fig 2: Becoming transnatural campaign, 2011
In order to fully understand the Antiauthenticity trend it was important to firstly research where this trend had originated. Anti-authenticity is a trend that began as a direct backlash to the Authenticity trend that has saturated brand communication over previous years.
Fig 3:Spiritual geos: mood, 2014
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Research revealed that the authenticity trend had come about because over recent years consumers have lost trust in many areas including society and business. For example, since the financial crisis in 2008, consumers have severely lost trust in the banking system that shattered consumer confidence for years after the crash. This issue of weakened consumer trust continued through many other areas such as the media, politicians and all the way through to fashion and food supply chains. This was demonstrated by many cases such as the Leveson enquiry, MPs expenses scandal and the horsemeat scandal.
Fig 4: A language without letters,2013
Furthermore, because of the constant access to social media, it became much easier for consumers to unveil the truth in retaliation to brand and media fabrications, which ultimately damaged consumers trust in both brands and institutions. As consumers began to seek the truth, brands soon began to adopt this Authenticity trend in response. According to an article by The Economist, ‘Authenticity was being peddled as a cure for drooping brands’ (The Economist, 2015). Ultimately, brands saw the Authenticity trend as an attempt to regain consumer trust and confidence and therefore their loyalty.
“AUTHENTICITY WAS BEING PEDDLED AS A CURE FOR DROOPING BRANDS” Fig 5: Lindt chocolatier, 2014
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“What makes a brand authentic?”
The Authenticity trend became particularly popular with brands as a way for them to communicate ideas of nostalgic pastimes when truth and honesty played a major part in society’s values; something that consumers felt had been lost over recent years. Furthermore, authentic buzzwords in brands storytelling such as “craftsmanship,” “artisan” and “bespoke” also came about as an easy means for brands to stamp themselves with an authentic promise of honesty and truth without having to actually prove why they were in fact authentic. However, as the year prevailed, brand’s desperate attempts to appear authentic became ironically inauthentic, ‘leaving a bad taste in consumers mouths’ (The Future Laboratory, 2015). Thus, the Antiauthenticity trend was born as a result of the backlash. The Anti-authenticity trend now searches for the real and honest truth, where staged authenticity does not exist, in order to restore consumer engagement.
Fig 6: Paper hand art, 2012
To understang the origins of Anti-authenticity marketing, this began by looking into the trend itself. Having asked people in Bridlesmith Gate in Nottingham to define what they think makes a brand authentic, most people answered ‘Britishness’, ‘the history’ and ‘the story’ behind the brand (see appendix: page 515 - 2).
Fig 7 - moodboard: authentic questions, 2015
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Therefore, as a result of the Authenticity trend, consumers were been left feeling numb and unconnected to brands. It was clear that in order to rebuild this trust and engagement, brands needed to find more meaningful ways of connecting to their consumers through differentiation and not by just following a passing trend.
Fig 8: Creative fashion collages, 2014
SECULAR SPIRITUALITY
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A key trend in 2016 that embodies this idea of Anti-authenticity is Secular spirituality due to its focus on connections. In order to better understand this trend, a timeline was created to analyse the journey of the Spirituality trend starting from 1960 through to 2020.
Fig 9 - moodboard: timeline part 1, 2016
Fig 10 - moodboard: timeline part 2, 2016
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The timeline shows how spirituality has changed over time. Initially, as is seen by the founding of the Esalen Institute, spirituality revolved around connections within a community. However, the trend has since evolved, as seen by the 1990’s culture of self-help, as the trend centred instead on how you could have a deeper connection with yourself. This element of the trend has manifested into the wellness trend that has entered popular culture over the past few years. However, now through the innovation in technology, the idea of forming connections within a community has re-emerged as the next stage of the trend.
Fig 11: Utthita Trikonasana pose, 2015
In 2020, spirituality will encompass technology to enhance our lives and to build stronger connections. According to British Telecom futurologist Ian Pearson ‘people will spend a large amount of time in virtual-reality worlds in which they will compete, socialise, relax, be entertained and do business by the year 2020’ (Pearson, 2015). Therefore, suggesting that, virtual reality is a medium that can support humans’ desire to enhance connections in 2020. Furthermore, according to the book The Age of Spiritual Machines, in 2020, ‘virtual reality and realistic all-encompassing tactile environments will enable people to do virtually anything with anybody, regardless of physical proximity’ (Kurzweil, 2000, p. 200).
Fig 12: Inside the first augmented reality-powered beauty book, 2014
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An example of an industry successfully harnessing the idea of enhancing connections can be seen within the travel and tourism industry. The years running up to 2020 will see the travel industry go through a major transition, as travel becomes a tool for thinking. According to WGSN, ‘travel is opening up. We want to widen our world, and our emotional one too, and we are looking at new ways to do that. This is thoughtful travel, conscious travel, and it’s about to take off’ (Williams, 2016).
Fig. 13: The Connection Between Humans And Nature, 2016
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Furthermore, Anthropological Travel trends focus on the idea that in the future, the desire to travel will be more about the people we meet during our travels rather than just the places themselves. ‘For this new type of traveller, getting to know people’s stories means just as much as visiting that mustsee tourist attraction’ (Williams, 2016). Thus suggesting how travel is an experience where consumers can form connections not only with themselves but also between people and places.
Fig 14: Cloth simulation to make the image appear more natural, 2016
As predicted at the Autumn Winter 2017-18 Trend Presentation by The Trend Boutique, space exploration will also be major trend within the travel sector from 2017 onwards, through pioneering space exploration businesses such as: Mars One, Virgin Galactic and SpaceX. By 2020 Mars One will complete its first unmanned mission with crews departing for their one-way journey to Mars in 2026. Space exploration and the innovations in technology means that by 2020, the general traveller will become more aspirational in their own travel choices.
Fig 15: The beginning is near, 2000
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A further example of a pioneering business harnessing emotional connections can be seen in the immersive theatre company Punchdrunk. Although the trend for immersive theatre; as seen in companies such as YouMeBumBum Train, has been popular throughout the past few years, Punchdrunk are pushing the idea to the next level by incorporating travel into their next venture. Their latest production ‘Punchdrunk Travel’ will see audience members turning up at the airport, ready for their mystery journey, unaware of where they are going or what will happen when they get there. This example shows how it is necessary for audience members to have complete trust and form a dependable connection with the theatre company as they embark on the journey together.
Fig 16: Sleep no more production design, 2011
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PEST Political: Amsterdam; first Government to create Airbnb friendly legislation in 2014UK; tax breaks for people who let out a room Airbnb facing lawsuits in Berlin, Paris and New York on zoning laws and illegal renting Economic: Negative ef fects on hotel market Rise of the sharing economy and peer based ser vices
Airbnb’s brand truth is to offer people more meaningful experiences in a trusting environment, giving them the opportunity to form relationships during their travels. This idea of trust and connections can be heightened by the use of technology. Virtual reality has the possibility to offer Airbnb a platform that enhances experiences, strengthens connections and builds trust in 2020.
Social: Controversies gone viral – NYE rental trashed Technology: Mobile apps and technology have aided success of Airbnb
Fig 17: Airbnb home - Mountain Tim, 2016
Fig 18: Airbnb welcome home campaign , 2014
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To gain a greater understanding of how the current Airbnb consumer felt about the brand at each stage of the process, from booking to checkout; interviews were conducted with existing Airbnb guests to reveal what consumers actually felt about their Airbnb experience. The responses for their experience before, during and after were as follows: (see appendix page: 54-66 for full transcript)
Fig 19: Esc. away from technology, 2014
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The amount of contact prior to arrival determined how at ease consumers felt about their Airbnb experience. Guests were keen to message hosts prior to arrival to build a relationship and make them feel more secure about the destination. For example, participant Becca Farnsworth discussed her connection with her host... “she offered me lots of good advice so felt really at ease”, a positive opinion that was consistent throughout all her Airbnb experiences with different hosts.
The darker the colour indicates a higher usage of Airbnbs service in that country. This is representative of the consumers we interviewed.
Fig 20: Airbnb tracker map, 2016
Furthermore, guest’s decisions were not only based on the photographs provided by the hosts but also detailed reviews, as this built a sense of the area and accommodation. These elements also assisted with adding another dimension of trust between the guest and host.
It was clear from the research that Airbnb’s main advantage was that the service acts as a cheaper alternative to a hotel, whilst simultaneously offering home comforts. This feature was especially seen as beneficial when guests were working away for longer periods of time. During their stay, guests preferred hosts who offer recommendations and guidance, for example introducing them to local culture and people.
Fig 21: DIY pin map, 2013
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Following the guest’s departure, those interviewed had very limited contact with their host besides the writing of a review. This is an area in which Airbnb could improve on in order to maintain this connection in the future.
Fig 22: Homo Faber, 2013
Finally, having asked consumers to summarise their experience of Airbnb in a few words, the most popular responses were: “unique”, “unexpected” and “cheap”. However, in 2020, Airbnb may benefit from focusing more on: “engagement’, c‘ ommunity” and “connections”.
Fig 23: Consumer response word cloud, 2016
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A more in-depth interview with a consumer who stayed in an Airbnb home during the Paris terror attacks highlighted the importance of the connection between hosts and their guests. Following the news of the attacks, she was able to immediately contact her host that in the state of emergency was imperative to reassuring her safety. Her host could translate French media to give them more information and help them to get home safely. (see appendix: page 62). This shows that unlike a traditional hotel, Airbnb can offer a more genuine connection that is highly beneficial to guests. From the primary research, the identified current consumer wants more from travelling. They want to meet others of a similar mind-set and share experiences in order to form a relationship. Primary research showed that the current Airbnb consumer would post their experiences on social media platforms such as Instagram, to share a snapshot of their lives.
Fig 24: Erin in Paris 2015
Fig 25 - moodboard: Airbnb consumers
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FUTURE CONSUMER
The consumer of 2020 are digital natives and will have never lived in a world without technology, therefore the use of new technologies to enhance Airbnb’s brand will feel natural to them. The Internet of Things is changing the way people interact with technology, by making ‘things’ smarter, in order to benefit the connected consumer. ‘It is estimated that by the year 2020, 50 to 100 billion devices will be electronically connected in the globally emerging IoT.’ (Adam Jr, W, 2016)
Fig 26: Grace, 2015
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Running parallel to this is the rise in virtual reality, which has created a consumer demand for more products facilitating the new technology. According to Creative and Virtual Technologies Professor Benachir Medjdoub, by 2020 everyone will have access to virtual reality as it becomes more affordable. (see appendix: page 70-71)
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The idea of using virtual reality to form human connections links back to the Anti-authenticity trend, as it can act as a vehicle to re-build trust that has been lost in brands by creating more meaningful connections that consumers can believe in. Therefore strengthening the brand to consumer relationship.
This will provide more immersive experiences for users as there are possibilities in virtual reality to heighten emotions and make us feel more connected.
Fig 27: Syrian Refugee Girl, 2015
Airbnb’s key consumer segment can be categorised by their psychographic of wanting to explore and make connections with the wider world. As digital natives, the Leisure Seekers have had access to the world around them through online information and social media and thus now want to discover the world for themselves.
According to futurologist Morgaine Gaye, the consumer of 2020 will be more focused on sharing experiences with people they care about in a circle of trust. (see appendix: page 72-76) This is in direct retaliation to the level of distrust that stemmed from recent high profile scandals such as the Leveson Inquiry mentioned previously.
For the Leisure Seekers convenience is key. As technology is so engrained into their lives they expect things quickly and efficiently. This need to have everything instantly will have been considered by the tourism industry, as travel will become more accessible in 2020, so people will use this to their advantage to find experiences that will enhance their lives.
Airbnb as a brand can capitalise on this wavering feeling of distrust felt by the Leisure Seekers through building more human connections with their consumers, to strengthen trust between the consumer and the brand.
Fig 28: Leisure Seeker, 2016
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Furthermore, Airbnb’s consumers can also be segmented into those that use the rental service for business purposes. ‘Airbnb for Business makes it easy to travel for work without sacrificing the comforts of home.’ (Airbnb, 2016) For the Wanderlust Workers relationships between the guest and host will be more formal and trust for consumers will be built upon practicality and making their stay feel like a home away from home. Given the current economic climate, Airbnb has become a more viable option for businesses, with the rising costs of regular travel accommodation such as hotels. Moreover, the potential for Airbnb as an outlet for business has growth potential as with the aid of wireless technology, people can travel more for work, as their office can be anywhere.
Fig 29: Airport lounge brunch, 2015
Memory Place by Sarah Rothberg is an art installation that she recreated of her childhood home using old movies, diaries and photos that she could revisit through a virtual reality headset. This shows how virtual reality has the power to evoke emotion in relation to personal memories and home and will be even more accessible by 2020.
Fig. 30 - moodboard: Memory/Place: My House, 2014
Fig 31: Fove VR headset, 2016
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To use the platform of virtual reality to build trust in Airbnb’s brand by creating a stronger connection between Airbnb hosts and guests.
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ROUTE TO CONSUMER
In 2020, Airbnb will create a new campaign titled inter-connect. Through the idea of building trust and connections with others, this achieves the aim of creating a stronger brand experience for guests. The use of virtual reality alongside Airbnb puts emphasis on creating connections and creates a more immersive experience for both the guest and host at each stage of the process. The Airbnb Inter-Connect software relies on hosts inputting their own recommendations, a feature currently available within the map and host recommendation feature on the Airbnb’s website. Whilst the virtual reality feature of Inter-Connect will act as device to enhance these recommendations and make them feel real, the software will only show information inputted by the human hosts and not actually make recommendations itself.
Fig 32: Inter - connect logo, 2016
Fig 33: Hands-On with Google Cardboard Virtual Reality Kit, 2014
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As the Inter-Connect campaign focuses on the human connections and real time relationships between hosts and guests, it is important to maintain this personal aspect. For example, a leading competitor within the travel industry, Hilton Hotels, has collaborated with IBM to create a Watson-enabled robot concierge – Connie. Connie uses artificial intelligence ‘to inform guests on local tourist attractions, dining recommendations and hotel features and amenities’ (IBM, 2016). Hilton Hotels aims to personalise the guest experience through Connie, as it learns to interact with more guests, thus improving it’s recommendations.
However this opens the debate; although Connie can ‘personalise’ a recommendation for a restaurant to your taste using big data and analytics, is this truly a personal connection? As this idea of artificial intelligence does not suit Airbnb’s brand essence of wanting to connect real people, Inter-Connect will serve as an antidote to a world increasingly focused on big data, with its emphasis on human connections and recommendations based on personal human experiences.
Fig 34: Meet Connie: Could Robots Replace Your Job? 2016
Fig 35: moodboard - development timeline
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Airbnb already have a large social media presence as suggested by their three million Facebook followers. They will utilise this to launch their new service ‘InterConnect’ to their pre-existing following. Ansoff’s Matrix suggests that introducing a new product into an existing market is a low risk strategy for a business. Moreover, introducing a new service such as InterConnect that uses the same fundamental system with a virtual reality twist, acts as a key form of differentiation allowing Airbnb to remain competitive. This is especially important given Airbnb’s position within the market. Despite their current position as market leaders, the rentals market is fiercely competitive with competitors such as Home Away and VRBO increasingly gaining on Airbnb’s market share. (Sena, K., Mcnellis, A. and Mcdade, C. 2015)
Fig 36: moodboard - Airbnb competitors
Fig 37: How to Create Ansoff Matrix : Management Models in PowerPoint Series
cdf Furthermore, Airbnb being able to use their pre-existing social media platforms is advantageous on a global scale as the move would validate the IT infrastructure previously put in place by the company in 2014. In 2014 Airbnb sought to expand into international markets such as China and the rest of Asia. However, Gustaf Alstromer, Product Manager of Growth at Airbnb explained the issues they faced “This is a market that’s very strategic for us. On the product side, we’ve had to do a lot of changes and adaptation for that market.” (VentureBeat, 2014)
As Airbnb’s leading Western social media channels Facebook and Twitter are futile as they are not accessible within the Asian markets, Airbnb have worked to build brand awareness using viable search engines and appropriate networks such as WeChat and Weibo. Therefore suggesting how launching Inter-Connect as a whole new social media platform would not be viable to suit Airbnb consumer preferences worldwide.
Fig. 38: Weibo.com Logo English, 2014
Fig 39: Wechat Logo, 2016
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In 2015 Airbnb announced a partnership with the Rio 2016 Olympic Games to become the organisations official alternative accommodation supplier. From the 5th – 21st of August 2016, Airbnb hopes to welcome an estimated 380,000 travellers who wish to experience one of their 20,000 affordable listings to get a real feel for Brazilian culture during their time at the games. (Airbnb, 2015) ‘With visitors traveling from around the world, Rio residents get to serve as diplomats to their home country, hosting a global audience with real, authentic Brazilian hospitality’ (Gebbia, 2015) The partnership plays on Airbnb’s brand story with the idea of residents connecting with travellers to show them the true story of the city.
For the launch of Airbnb’s Inter-Connect campaign, this partnership will be continued during the 2020 Tokyo Olympics.
Fig 40: Historic city of Paraty, Costa Verde / Brazil, 2014
Fig 41: The Rio 2016 Logo, 2010
Fig. 42: Tokyo Stadium 2020, 2010
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Inter-Connect will be first launched within Tokyo for consumers visiting the city within the timeframe of the Olympic games. These guests will be among the first people to view the new home and recommendations VR content alongside exclusive VR content of the Olympic Park and venues. Alongside the general consumers, Airbnb will also invite notable travel bloggers: Nomadic Matt and The Blonde Abroad to be a part of this first wave of Airbnb guests experiencing the Inter-Connect campaign. The use of travel bloggers further adds another layer of trust and a more personal connection for consumers. ‘Celebrity endorsement of products holds limited appeal with young people however, the influence of bloggers and vloggers on Millennials can be further used to give credibility to advertising, moving on from celebrity faces.’ (Libby, 2016) Furthermore given the service’s innovative nature with the use of virtual reality and haptic technology the launch of the event taking place in Tokyo corresponds with Japan’s position as a world leader in technology. ‘Japan is one of the leading nations in the fields of scientific research, technology, machinery… with the world’s third largest budget for research and development.’ (Lee and Su, 2006) Therefore suggesting the seamless timing of the launch taking place within Japan.
To summarise, in answer to the Anti-Authenticity brief, it is evident that in order to rebuild the trust that has been lost between brands and their consumers, brands need to focus on the idea of building stronger connections with their consumers. Airbnb can facilitate this through introducing virtual reality into their communication strategy to create a stronger connection between their hosts and guests. Virtual reality along with other sense enhancing technologies have the power to evoke emotion and form connections between people, thus enhancing Airbnb’s brand experience following the Airbnb Inter-Connect launch in 2020.
Fig 43: Budget travel tips with Nomadic Matt, 2013 Fig 44: The Blonde Abroad – Top Female Travel Blogger, 2015
Fig 45: DIY Creative decor hacks that will blow your mind, 2016
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ILLUSTRATIONS
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David Ho, (2014), Spiritual Machine [ONLINE]. Available at: http://www.davidho.com [Accessed 22 May 2016]. Fig.1 Unknown, (2012), Trust no one [ONLINE]. Available at: http://hooke-r.tumblr.com/post/27820828048 [Accessed 23 May 2016]. Fig. 2 Lucy McRae, (2011), BECOMING TRANSNATURAL CAMPAIGN [ONLINE]. Available at: http://www.lucymcrae.net [Accessed 21 May 2016]. Fig. 3 Elise Wehle, (2014), Spiritual geos: mood[ONLINE]. Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/board_viewer/#/125559/page/1 [Accessed 23 May 2016]. Fig. 4 Darwinaslioa, (2013), A language without letters [ONLINE]. Available at: http://darwinaslioa.tumblr.com/post/52940258311 [Accessed 21 May 2016]. Fig. 5 CouponNannie, (2014), Lindt chocolatier [ONLINE]. Available at: http://couponnannie.ca/15-for-30-towards-lindt-chocolates-chocolate/ [Accessed 21 May 2016]. Fig. 6 Berlue, (2012), Paper hand art [ONLINE]. Available at: http://pienoy.tumblr.com/post/34592181799 [Accessed 21 May 2016]. Fig. 7 Mood board- authentic questions: (from top to bottom) Own image, Jack Wills authentic questions, 11 November 2015 Own image, White Stuff authentic questions, 11 November 2015 Own image, Jack Wills authentic questions, 11 November 2015 Fig. 8 KRISTEN BOUSQUET, (2014), Creative fashion collages [ONLINE]. Available at: http://stylecaster.com/fashion-collages/ [Accessed 21 May 2016]. Fig. 9 – Timeline part 1 (from left to right) Aldous Huxley [ONLINE] Available at: https://bravenewworldbackgroundpyleper1.wikispaces.com/Background+on+Aldous+Huxley+Per+1 [Accessed 15 March 2016] Floating [ONLINE] Available at: http://www.scrawnytobrawny.com/blog/page/8 [Accessed 15 March 2016] Woodstock Festival [ONLINE] Available at: http://clickamericana.com/eras/1960s/woodstock-through-the-eyes-of-the-attendees-1969 [Accessed 15 March 2016] Holistic Health [ONLINE] Available at: http://www.byrdie.co.uk/how-to-meditate-for-beginners [Accessed 15 March 2016]
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Mindfulness Meditation [ONLINE] Available at: http://yogafest.com.ua/article/1/faq-o-yoge-dlya-nachinayushchikh?lang=ukr [Accessed 15 March 2016] Esalen Institute [ONLINE] Available at: http://www.esalen.org/page/esalen-hot-springs [Accessed 15 March 2016] Self Help Books [ONLINE] Available at: https://greachenlocklear.com/books/ [Accessed 15 March 2016] Mabry Campbell Escapism [ONLINE] Available at: https://mabrycampbell.wordpress.com/commercial-architecture/ [Accessed 15 March 2016] Fig. 10 – Timeline part 2 (from left to right) Detox Culture [ONLINE] Available at: http://detoxkitchen.co.uk/ [Accessed 15 March 2016] Western Style Yoga [ONLINE] Available at: http://blog.freepeople.com/2015/01/day-life-yogi-shes-gear-fpletsmove/ [Accessed 15 March 2016] Wanderlust Festival [ONLINE] Available at: http://fashiondetoks.blogspot.co.uk/ [Accessed 15 March 2016] New Sublimity [ONLINE] Available at: http://favim.com/knee+high+socks/ [Accessed 15 March 2016] Spiritual Machines [ONLINE] Available at: http://hplusmagazine.com/2013/08/21/the-age-of-anatta-machines-kicking-the-ghosts-out-of-ai/ [Accessed 15 March 2016]
Dark Alchemy [ONLINE] Available at: https://catherinewinther.com/2014/12/13/words-from-the-otherworld-why-the-moon-is-so-important-to-me-as-a-writer/ [Accessed 15 March 2016] Year of Mindfulness [ONLINE] Available at: https://soularoundtheworld.wordpress.com/ [Accessed 15 March 2016] International Day of Yoga [ONLINE] Available at: http://indianexpress.com/article/india/india-others/international-yoga-day-celebration-at-rajpath-sets-guinness-world-records/ [Accessed 15th March 2016] Own Image, Selfridges Astrolounge, Emily Green, 9th December 2015 Pantone Colours 2016 [ONLINE] Available at: http://www.pantone.com/digital-wallpaper [Accessed 15 March 2016] Fig.11 365daysyoga, (2015), Utthita Trikonasana pose [ONLINE]. Available at: http://365daysyoga.tumblr.com [Accessed 21 May 2016]. Fig.12 Kenneth Willardt , (2014), Inside the first augmented reality-powered beauty book [ONLINE]. Available at: http://mashable.com/2014/11/12/beauty-book-kenneth-willardt/#JqZxR1UcWiqs [Accessed 21 May 2016]. Fig. 13 Annija Veldre, (2016), The Connection Between Humans And Nature [ONLINE]. Available at: http://www.boredpanda.com/young-artist-captures-the-connectionsbetween-human-and-nature-in-self-portraits/?image_id=young-artist-captures-the-connection-between-human-and-nature-in-self-portraits-16__880.jpg&utm_ source=iosapp&utm_medium=social&utm_campaign=iosapp&gallery_variation=0 [Accessed 21 May 2016].
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Fig. 14 Moises Gomes , (2016), Cloth simulation to make the image appear more natural [ONLINE]. Available at: http://www.creativebloq.com/audiovisual/examples-cg-art-31411156 [Accessed 21 May 2016].
_j0rdanellis (2015) Cute Airbnb apartment, [ONLINE]. Available at: https://www.instagram.com/p/BAKFVYpJGOJ/?taken-by=drainoldi&hl=en [Accessed 22 May 2016]. 67 Fig. 26 Jonni Cheatwood, (2015), Grace [ONLINE]. Available at: http://shadesofgary.tumblr.com/post/41098109103 [Accessed 21 May 2016].
Fig. 15 Banksy, (2000), The Beginning is Near [ONLINE]. Available at: https://www.imaginaryfoundation.com/store/art/the-beginning-is-near-art-print.html [Accessed 22 May 2016].
Fig. 27 Chris Milk, (2015) Syrian Refugee Girl [ONLINE]. Available at: http://techcrunch.com/2015/01/23/un-launches-powerful-oculus-virtual-reality-film-following-syrian-refugee-girl/ [Accessed 21 May 2016].
Fig. 16 Punchdrunk, (2011), Sleep no more production design [ONLINE]. Available at: https://quitecontinental.net/tag/punchdrunk/ [Accessed 21 May 2016].
Fig. 28 Own image, (2016), Leisure Seeker, 9 April 2016
Fig. 17 Own image, Airbnb home – Mountain Tim, 18 May 2016
Fig. 29 businesstravellife, (2015), Airport lounge brunch [ONLINE]. Available at: https://www.instagram.com/p/BFbvN35uFH6/?hl=en [Accessed 21 May 2016].
Fig. 18 Airbnb, TBWA/Singapore and production house Cirkus, (2014), Airbnb welcome home campaign [ONLINE]. Available at: http://creativity-online.com/work/airbnb-welcome-to-airbnb/37976 [Accessed 21 May 2016]. Fig. 19 99traveltips, (2014), Esc. Away from technology. [ONLINE]. Available at: http://www.99traveltips.com/travel-quotes/15-inspiring-quotes-will-make-want-travel-worldpart-iii/ [Accessed 21 May 2016].
Fig.30 – moodboard: memory/place: my house (from top to bottom) Sarah Rothberg, (2014), Memory/Place: My House - virtual reality recreation of childhood [ONLINE]. Available at: http://www.bitforms.com/memory-burn/rothberg-memory-place [Accessed 21 May 2016]. Sarah Rothberg, (2014), Memory/Place: My House Interactive Installation [ONLINE]. Available at: http://www.bitforms.com/memory-burn/rothberg-memory-place [Accessed 21 May 2016].
Fig. 20 Own image, Airbnb tracker map, 1st March 2016
Fig. 31 FOVE, (2016), FOVE VR Headset [ONLINE]. Available at: http://www.getfove.com/ [Accessed 22 May 2016].
Fig. 21 Rachel talks travel, (2013), DIY pin map [ONLINE]. Available at: http://www.racheltalkstravel.com/post/24536581789/diy-breakdown-how-to-build-a-pin-map [Accessed 21 May 2016].
Fig. 32 Own image, (2016) Interconnect logo, 22 May 2016
Fig. 22 Kamen Kamenov (2013), Homo Faber [ONLINE]. Available at: https://www.behance.net/gallery/Homo-Faber/517492 [Accessed 21 May 2016]. Fig. 23 Own image, Consumer response word cloud, 1st March 2016 Fig. 24 Unknown, (2015), Erin in Paris [ONLINE]. Available at: https://www.instagram.com/p/-T90jHhwkv/?taken-by=erin_alex [Accessed 22 May 2016]. Fig. 25: mood board – Airbnb consumers Drainoldi, (2016), Budacastle [ONLINE]. Available at: https://www.instagram.com/p/BAKFVYpJGOJ/?taken-by=drainoldi&hl=en [Accessed 22 May 2016]. LouisaClack, (2015) I love Airbnb, [ONLINE]. Available at: https://www.instagram.com/p/4R67GISSZ4/?taken-by=louisaclack [Accessed 22 May 2016].
Fig. 33 Google, (2014), Hands-On with Google Cardboard Virtual Reality Kit [ONLINE]. Available at: https://www.youtube.com/watch?v=eT9vmpE8WcY [Accessed 21 May 2016]. Fig. 34 Hilton Hotels Worldwide, (2016), Meet Connie: Could Robots Replace Your Job? [ONLINE]. Available at: http://parade.com/462717/alison-abbey/meet-connie-hilton-hotels-new-robot-concierge/ [Accessed 21 May 2016]. Fig. 35: mood board - development timeline (from left to right) Facebook 360 [ONLINE] Available at: https://media.fb.com/2016/04/12/facebook-360-updates/ [Accessed 22nd May 2016] Google Cardboard [ONLINE] Available at: https://play.google.com/store/apps/details?id=com.google.samples.apps.cardboarddemo [Accessed 22nd May 2016]
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Feel Real [ONLINE] Available at: http://feelreal.com [Accessed 22 May 2016] Tesla Suit [ONLINE] Available at: http://tsuit.pr.co/84829-tesla-suit-transfer-tactile-sensations-over-a-distance [Accessed 22 May 2016] Glove One [ONLINE] Available at: http://www.damngeeky.com/2015/06/12/32152/gloveone-wearable-lets-you-feel-virtual-reality-for-real.html [Accessed 22 May 2016] Own Image, Interconnect Branding, Emily Green, 20 May 2016 Fig. 36: moodboard – Airbnb competitors (from top to bottom) HomeAway homepage screen shot, 2016 HouseTrip homepage screen shot, 2016 Couchsurfing homepage screen shot, 2016 Fig. 37 Presentation Process, (2014), How to Create Ansoff Matrix : Management Models in PowerPoint Series [ONLINE]. Available at: https://www.youtube.com/ watch?v=6NGehyOPF_k [Accessed 23 May 2016]. Fig. 38 bfishadow, (2014), Weibo.com Logo English [ONLINE]. Available at: http://www.forbes.com/sites/ccuster/2014/02/04/the-demise-of-sina-weibo-censorship-or-evolution/#7a6f07982782 [Accessed 21 May 2016]. Fig. 39 Wechat, (2016), Wechat Logo [ONLINE]. Available at: http://www.starhub.com/personal/mobile/prepaid-plans/data-add-on-plans/we-chat.html [Accessed 22 May 2016]. Fig. 40 marcelo.guerra, (2014), Historic city of Paraty, Costa Verde / Brazil [ONLINE]. Available at: https://www.bloglovin.com/blogs/its-a-beautiful-world-6520063/historic-cityparaty-costa-verde-brazil-by-3467402789 [Accessed 21 May 2016]. Fig. 41 Tatíl Design, (2010), The Rio 2016 Logo [ONLINE]. Available at: http://logok.org/rio-2016-logo/ [Accessed 21 May 2016]. Fig. 42 Tokyo Stadium 2020 (Image Online) Available at: http://www.japantimes.co.jp/news/2016/01/29/national/design-controversy-may-dog-tokyos-olympic-stadiumlong-last-lap-run/ (Accessed 17th May 2016)
Fig. 43 REBECCA BEHAN, (2013), BUDGET TRAVEL TIPS WITH NOMADIC MATT [ONLINE]. Available at: http://www.roughguides.com/article/askthe-experts-budget-travel-tips-with-nomadic-matt/ [Accessed 21 May 2016].
Fig. 44 HostelsClub Travel Blog, (2015), The Blonde Abroad – Top Female Travel Blogger [ONLINE]. Available at: http://hostelsclubblog.com/interview-with-a-top-fe69 male-travel-blogger/ [Accessed 21 May 2016].
Fig. 45 ITUNES.APPLE.COM, (2016), DIY CREATIVE DECOR HACKS THAT WILL BLOW YOUR MIND [ONLINE]. Available at: http://feelitcool.com/diy-creative-decor-hacks-thatwill-blow-your-mind/http://feelitcool.com/diy-creative-decor-hacks-that-will-blow-your-mind/ [Accessed 23 May 2016].
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