WHITE SPACE
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Talilla Henchoz
An exploration into the waiting time before a trip, to create a service to occupy a gap in the market. This report contains the initial research and visual outcomes.
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CONTENTS
THE MODERN TRAVELLERS Profiles
GAP IN THE MARKET
THE TRAVEL INDUSTRY What’s Happening? Opportunities 6-19
38-55
Aims
THE BIG IDEA
20-23
Whitespace The concept Competitors 24-37
THE BIG CREATIVE IDEA
THE FUTURE
WHITESPACE brand
106-107
Mission Values Product
CONCLUSION COMMUNICATION STRATEGY
108
Design Experience 56-89
Goal Target Consumer Price Place Promotion 90-105 Fig 2. HardGraft. (2014)
“The last thing we want to do with our dwindling leisure time is squander it in stasis� (tone, 2012:online)
WAITING 6
Think back to when you most recently booked a holiday. You spent hours, maybe days, trawling blogs, questioning friends, saving websites, researching your next choice of destination. Then you discover that perfect place, the excitement increases, you find that too-good-to-be-true deal, and you’ve booked. Now what? Just the agonising, finger-drumming wait until you can pack up and jet off. This waiting time might be a week, a month or even 6 months into the future, but these periods all see time turn into a slow crawl and this ‘unoccupied time feels longer than occupied time.’ (Rubin, 2011) Fuelled by instant gratification, we are increasingly impatient creatures (Muther, 2013) who demand constant interaction and engagement. Picture yourself entering a bar, you’re greeted by the staff, receive a menu and maybe a few nibbles to act as a time-filler whilst you decide your order. This acknowledgment of customer presence and indication that the service has begun, aids our human desire to get started (Maister, 1985). Yet within the travel industry, after booking a trip, there is little in the way of time-fillers to ease our impatience until departure. The need for a unique service to fill this gap in the market is NOW.
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The Travel Industry
The concept of escapism is not new vocabulary in the travel industry, but one that is evolving in 2014/15. The term is being pushed to its limits by a new wave of travellers who demand increasingly unique and personal trips that provide storytelling opportunities (Pedro, 2012). The exponential growth of the travel sector combined with rising wealth of global economies has generated a new abundance of holiday destinations, categories and preferences. This increased accessibility for consumers has resulted in the search for unique travelling experiences that are worthy of documentation, an important trait of the ‘experience generation’. This generation’s sharing nature is fostered by the preponderance of social media driving the ‘Check-In’ trend identified by Cox&Kings (2013), seeing Instagram, Foursquare and Geolocating apps as the new ‘wish you were here postcards’ for travellers. As a society driven by experiences, our constant digital connection means we are beginning to crave interaction in a whole new way. The desire to be immersed within foreign cultures has seen the increase of services that are curated by locals, providing tours from those ‘in-the-know’ such as Localguiding.com and Vayable. Hotels are similarly jumping on this trend, introducing experiences that offer a sense of place and understanding into their locality (O’Ceallaigh, 2013).
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Fig 5. Tumblr,
Red Savannah in Botswana, allows participants to accompany local San tribesmen on a hunt for an eland antelope
Fig 3. The Telegraph, (2013)
WHAT’S HAPPENING?
Story-telling opportunities
Fig 4. The Telegraph, (2013)
The Amangiri Hotel is situated in the Four Corners region of the Grand Canyon, 5 hours deep within the uninhabitable desert, and one of the most coveted destination hotels
Escapism 9
Authenticity Similarly, authentic travel has been a growing trend, which is now shaping a new type of traveller, known as the creative tourist. Different from the cultural tourist, the creative tourist is actively involved and interacts with the local community (Amster, 2013). Creative tourism is looking at travel and experiences with a new perspective in 2014, one that is open, honest and unique. Air BnB, the world’s largest rental company has successfully embraced this new wave of travellers and their desires. The company allows travellers ‘to ditch the fluffy towel option of hotel perfection, for the opportunity to rent a room in an authentic home’ (Stylus, 2014). This does not insinuate that luxury travel is struggling, as it continues to be a robust segment of the industry, but ‘imperfectly perfect’ is an increasingly favoured term within the sector. Resonance Consultancy president, Chris Fair, explains that this new trend is ‘travel that provides a connection with those who reside in the destination’ (2013), The industry is focusing on engagement and authenticity at is purest. Travel industry buzzwords ‘experiential’ and ‘immersive’ are being fully exploited by the attempts of various companies to provide authentic-driven experiences, delivering the perfect ‘bragging rights’ for the consumer (Wrathal, 2013).
Fig. 6. Steppes Travel, (2013)
Steppes Travel, for example, will be offering Papua New Guinea for the first time. An opportunity to immerse yourself, says its local expert Alex Mudd, in “Cannibalism and cargo cults, skull caves and spirit houses, wigmen and Asaro mudmen.”(2013)
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This search for authenticity will continue to gain momentum with the emergence of a period of economic recovery. UK bound holidays will increase by 8.9% from 2013 to 2018 (Mintel, 2014) . This steady growth sees a shift towards more independent bookings due to increased spending power, also encouraging more consumers to substitute their annual holiday in favour of shorter mini-breaks. This positive growth within the industry poses a timely opportunity for a new, relevant service to enter the market.
Travel Market The Modern Traveller
TOP 3 PLANNING TECHNIQUES TOP 10 Trip Advisor
MAIN FACTOR INFLUENCING DESTINATION CHOICE
Ask a friend
TYPE OF TRIP 1 week-10 dys 10 dys+
Family and Friends
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55%
1-3 dys
Longterm
24% 18% 4%
Fig. 7 Anon (2011)
BOOKING
41% TRUST ONLINE CUSTOMER REVIEWS
BOOKING METHOD Online Independant (flight&hotel seperate)
Online Package High-street travel agent Package High-street travel agent Independant
44% 65%
of travellers own a tablet
32%
12%
6%
BOOKING LEAD TIME less than 1month
1-2 months
3-6 months
more than 6months
11% 24% Source: Appendix B and Mintel (2014)
30% 33%
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Opportunities
‘THE QUICKIE’ With 2014 seeing an increase in travellers spending power (Mintel, 2014), short breaks, predominantly city-based, are on the rise. Over one third of domestic holidays are mini breaks, with the most significant growth in 1-3 night breaks. With less time away, there is the opportunity to assist authenticity-seeking travellers, to experience more within the shorter time frame.
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‘LAST MINUTE’ Overall, booking time continues to decrease as consumers decide to take last-minute trips more frequently. 30% of travellers are booking with less than 1 month until their departure date (Mintel, 2014), predominately driven by services such as Lastmintue.com and SkyScanner offering cheaper deals. Short breaks in particular follow this pattern with 20% being booked within a week. (Mintel, 2014). This tendency towards impulse booking results in decreased planning time for travellers, posing an opportunity to help them find unique, experience driven activities.
‘THE BUCKET LIST’
Fig. 8. Black Tomato, (2014
The increased popularity for shorter trips also coincides with the desire for high-yield, ultimate experiences. Trips that are short in duration but long in experience are a key aspect of future travel (Cox&Kings, 2013). Social status is moving away from consumer goods and instead presenting itself through consumption of exciting experiences, seeing a rise in conspicuous leisure. Within an information-saturated culture, there is the opportunity to provide travellers with fulfilling, experience-led trips that will impress their social circle and strengthen their social status.
‘UNIQUENESS’
Within a share-friendly society there is the need for increasingly unique content to gain social kudos and acknowledgement. CondeNast Traveller identified the trend of purpose led trips, such as culinary vacations inspired by an obsession with authentic, foreign cuisine (HuffPost, 2013). More travellers are choosing locations based around a particular interest, which provides connection with those who reside at the destination. Differing from the cultural tourist, these creative tourists are interested in locality and delving into the core of a culture (Amster, 2013).
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Travel service Black Tomato allows Kyoto visitors to get expert tuition on the ancient Budou Arts
“Unique experiences, and not just for the affluent, are social currency� Chris Fairs ,Resonance consultancy (Amster, 2013)
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“There is exponential growth in travellers pushing beyond what would have been considered unique just a couple of years ago...
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YOLO
bringing the spirit to the way they want to engage with foreign cultures.� -Scott Wiseman, President Cox& Kings
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Gap in the Market
THE BOOKING PROCESS
Within the holiday-booking process there are services to assist and document the consumers experience. After close analysis a gap in the market has been identified.
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RESEARCH
2
BOOK
Travel Blogs Peers/ Family Review websites Comparison website Online via deluxe travel company Package deal/ Separate booking High-Street Agent
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Blog posts Photos via Social media Reviews Word Of Mouth
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DEPART TRA VEL
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SHARE
THE WAITING PERIOD There are physical guides and online information to provide travellers with ideas for their trip, but are all very tourist-driven and none that aim to make the waiting time easier for the traveller.
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Aims
With these trends and opportunities taken into consideration the following aims have been created to provide a service that fills the current gap in the market
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To prepare and excite travellers during the ‘waiting period’ post booking of their trip. To engage and educate them on the local culture and unique experiences with story telling opportunities.
To help promote local businesses and creativity by giving back to the community.
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The Big Idea
INTRODUCING THE
WHITE SPACE This term presents the period between the holiday purchase/ booking and the departure date. It is the period of waiting that the traveller must endure before their trip begins. The periods either side of this space are occupied by a huge variety of services and providers helping to plan, review and document the travellers needs and experiences. Yet most of these services fail to continue into the white space and retain consumer engagement. Travel trend expert, Lola Pedro ,explains that 2013 sees travel services evolving to help their discerning customers ‘plan, finalise and offer those experiences in the most interesting and exclusive of ways’ (2013). However, as consumers’ demands increase and the search for more unique methods of experience-led trips become apparent, the need for an innovative service to occupy this space is as prosperous as ever. Dubbed as the ‘Gold Dust territory for brands’, by Nick Newbury (2013) of Original Travel, there is the potential to engage and connect with the travellers during the whole of their consumer journey, through an exclusive service.
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‘Gold Dust territory for brands’ Nick Newbury, Original Travel
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back of tracing paper
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Strong image here
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FILLING THE
WHITE SPACE
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Majority of respondents said they book their holiday within 12 weeks of departure (appendix B)
The Concept
OCCUPYING THE WAIT People don’t like to wait in any situation. As consumers, we want to get started and begin to experience as soon a possible. In his paper, ‘The Psychology of Waiting Lines’, David Maister discusses the idea that unoccupied time feels longer than occupied time (1985). The perceived length of a waiting time will vary with each situation, depending on what is happening within that period. Maister also explains that ‘we form stronger memories in response to things we are consciously attending to’, highlighting the need to engage with the consumer throughout their whole holiday experience. The travellers White Space will vary depending on how far in advance they have booked their trip. However, it is evident that ensuring consistent interaction is crucial to engage with each consumer in a more personal way. As consumers, we are more likely to attend to things that are directly relevant to us, that have a certain emotional significance (millwardbrown, 2009), and especially those that interact with our senses.
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It is this need to be occupied within the waiting period and lack of time to organise and plan a fulfilling trip, which has led to the creation of an innovative concept to fill the waiting period. In search for the perfect getaway, many travellers spend more time fretting over planning than enjoying their time away and the remainder put off preparation completely in order to ease PreHoliday tension (Patel, 2014). There is the opportunity to create a service, which aims to help consumers enjoy this pre-departure build up and remain excited and prepared for their destination. The service will help to assist travellers with limited planning time, who demand a trip short in duration but long in experience, focusing on authenticity, personalization and the physical.
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Market
WHAT’S OUT THERE? an exploration into the current premium travel offerings of Papercut, Stockholm
Cereal, Another Escape and Destination are a few of the authentic publications providing travel stories and inspiration from unique cultures.
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AGAZINES
Although not direct competition, the magazines provide strong visuals and provide an insight into a culture which may influence a travellers destination choice.
GUIDES
‘I want a true insight into places that locals would visit’ (PaperCut customer)
Personal guides focusing on exclusive-driven content form Luxe City guides and Wallpaper City Guides, along with Moleskine’s journal-cum-guide. These guides all provide luxury itineraries and locations, yet lack a local, creative opinion, posing a potential gap in the market.
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WALLPAPER CITY GUIDES ‘Wallpaper* City Guides provide the savvy traveller with a need-to-know checklist of the best a location has to offer, whether you are staying for five days or 48 hours.’ (Wallpaper, 2013)
Wallpaper’s guide portfolio spans over 100 destinations, selling over 200 million copies worldwide. As a brand with an already-established consumer base and a trusted source of information, the guides attract a creative traveller with a desire to discover the refined side of a city. The guides are design-conscious to match the ethos of the magazine and provide a true insight into a true taste into the underlying culture of each city. The handy, travel-size of the guides allows for use at home and on the move, acting as the perfect travel companion. Also providing space for notes, a map and basic conversions, practicality is an additional bonus to the aesthetically pleasing booklet. An accompanying app has also been created to increase the accessibility of the information and remain with the consumer during the duration of the traveling period.
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LOUIS VUITTON CITY GUIDES Embark on a journey around the world with the new Louis Vuitton City Guides
Already positioned as a luxury brand, Louis Vuitton hold the status as the first premium brand to launch a range of travel guides. Providing city guides for the last 15 years, the brand has an established and loyal client base . The guides offer a full exploration of each city from the perspective of a local, focusing on quality over price. 2014 has seen a new look adopted by the brand , featuring 3000 limited edition luxury varnished wooden cases to showcase the guides. The guides are aimed at those looking for true luxury combined with authenticity to create the ultimate traveling experience. Both of these brands offer exclusive products to the authenticseeking, premium traveller who demands a trip that is both fulfilling and unique. An extension to these existing concepts and increased offering must be provided to create a worthwhile and innovative brand that can challenge the current travel service landscape.
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The Consumer
Unlike the baby boomers, their offspring, Gen Y, who live in an information saturated world, are a much more skeptical generation and less accepting of traditional marketing methods. They dislike being an advertising target (Valentine,Powers, 2013), and instead rely on their peers opinion and word of mouth to inform on decisions. Their willingness to share information has also led to their collaborative nature, demanding to be part of an outcome and not just the process. This, combined with increased instant connection to social circles has dubbed these individuals as the most ‘team-oriented generation ever’ (Trunk, 2013).
Armed with a variety of digital technology, they have grown up in an age of instant global communication, media saturation and material excess (Valentine,Powers, 2013). This has resulted in these consumers becoming ‘habituated to quick-fire multitasking’ (Nahai, 2013), from the constant stream of people, platforms and brands fighting for their attention. They are looking for increasingly innovative concepts and brands that stand out and are worthy of their documentation.
THE MILLENIAL TRAVELLERS The target consumer for this service is not aimed at the tourist, but the traveller. Although it is important to understand the desires and traits of the millennial consumer, a new trend of ‘Clean Slate Brands’ has been recently identified by Trendwatching (2013). This trend embodies the values of contemporary consumers and understands that brands need to be responsive, accessible, sustainable and ethical. Trendwatching explains that ‘consumers don’t live in demographic silos anymore, and neither do smart brands.’
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This service aims to be at the forefront of this trend, providing a new, innovative concept that is easily understood and trusted by this influential wave of consumers. It will strive to be a native in a culture where communication with brands and services is participatory and encourages a two-way dialogue.
‘We live in a consumer society where our social life is organised less around our identities as producers in the production system, and more according to our roles as consumers.’
We are defined by what we buy. What we wear, what we listen to, what we drink…’
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Consumer behaviour– A European Perspective
THE MODERN TRAVELLER What do the modern travellers look for in a destination? It is important to identify what travelling means to different people, to understand whether attitudes and desires are changing with generations. Engaging in conversation with various individuals within an airport waiting lounge, travel aspirations and needs were uncovered to provide a valuable insight of what unique travel means to them.
‘No-one wants to hear about what tourist spot you visited, that’s boring. The real stories are about the things that haven’t yet been discovered’
‘If you can find it online then it’s not really that exciting’
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‘Engaging with the locals, learning their way of life’
‘I ask shopkeepers the best places to eat, to get somewhere really great’’
‘There’s nothing better than finding a little hidden cafe you can go back and tell your friends about’
‘Exploring and spontaneous finds are my f a v o u r i t e parts’
‘I want pictures that no one else has taken’
‘I like places that are full of creativity and people that want to share that creativity’
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Profiles
AT THE DEPARTURE GATE In order to understand how city break travellers plan and organise their trips, research was undertaken just before their boarding time, to engage with them at the last possible point prior to their departure. Three types of travellers have been identified based around their preparation techniques and expectations of their coming trip.
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TRACING BOARDING PASS
1
THE ‘GATE RUNNER’
PASSENGER NAME:
FROM:
TO:
MILNE / TANYA
LONDON GTW
STOCKHOLM
DURATION:
BOOKING METHOD:
3 DAYS
ONLINE VIA SKYSCANNER
TRIP TYPE:
PREPARED:
CITY BREAK
4.0
BACK OF TRACING
“I haven’t had time to research due to my work commitments”
The ‘Gate Runner’ is a busy professional, in need of a city getaway. Working long hours and 6 days a week, they have little or no time to plan their trip and feel unprepared at their time of departure.
Their preparation involves downloading the ‘City Guide’ app, providing them with the top 10 things to do and purchasing a tourist map at the airport.
TRACING
BOARDING PASS
2
‘THE BACKGROUND CHECKER’
PASSENGER NAME:
FROM:
TO:
STREET / STEPH
LONDON GTW
AMSTERDAM
DURATION:
BOOKING METHOD:
4 DAYS
ONLINE VIA LASTMINUTE.COM
TRIP TYPE:
PREPARED:
WEEKEND CULTURE BREAK
6.5
BACK OF TRACING
The ‘Background Checker’ wants to discover the more unique side of a destination but is overwhelmed with the abundance of online information and as a result, sticks to a basic tourist plan.
“I’m interested in the ‘real’ side of a city- something that not every tourist will discover”
TRACING BOARDING PASS
3
‘THE FIRST IN LINE’
PASSENGER NAME:
FROM:
TO:
CROSS/ OLIVER
LONDON GTW
PARIS
DURATION:
BOOKING METHOD:
3 DAYS
ONLINE PACKAGE DEAL
TRIP TYPE:
PREPARED:
ART AND WINE TRIP
7.0
BACK OF TRACING
The ‘First In Line’ is eager to experience their destination to the maximum and makes time to ensure they have planned their trip, using a variety of sources to create a detailed itinerary. Yet often experience Information Overload, and as a result, find the planning process a stressful and unenjoyable experience.
Using guides, websites, blogs and apps, they struggle to find unique content that provides a fresh angle on a destination.
“I want every trip to be unique and fulfilling, so for me, planning is crucial”
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After analysing the current travel-offering landscape and engaging in direct conversation with potential consumers, there is a clear need for a service to prepare travellers before their departure and occupy their waiting period. Lack of time, The desire for something new, Story-telling opportunities and Unique experiences are all factors driving the need for a service to fill this gap in the market. Aiming to provide a bespoke service that promotes global creativity, exclusivity and sustainability, a luxury brand has been created to not only fulfill a desire but provide for a NEED.
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Big Creative Idea
Introducing...
WHITESPACE is a personalised, luxury service that will create a tailored, cultural pack for travellers who want a unique experience. The abundance of travel advice online can feel like ‘information overload’ (Patel, 2014), and instead this service aims to steer clear of the tourist-driven, itineraries and offer something completely original and fresh. Providing creative items, exhibited in an aesthetically pleasing and tangible way to meet the exact desires of the traveller for their intended trip.
WHITESPACE will then create a personalised travel kit containing items specific to their destination to prepare and excite them before the departure date. Items will include crafts to promote local creativity and items the travellers can use before and during their trip. They will have an interactive and unique element- such as hand illustrated maps, music mixtapes, journals and specialty produce.
After booking a holiday online, travellers will be directed to the WHITESPACE website allowing them to select their type of trip and preferences, based around their interests.
The WHITESPACE boxes will be created around the top emerging city destinations of that year, and utilise local crafts to help promote creative talent and businesses.
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1
Mission
2
Values
3
Identity
4
Product
5
Design
6
Experience
‘Consumers want to go behind the scenes, to see the ins and outs of the local area. So definitely authenticity and the human facet of brand is something I see across the board in the travel industry.’ -Lola Pedro , Telegraph
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The Mission
1
Seeking to redefine the current travel service offerings, is a luxury travel service providing an authentic and offering amongst the saturated marketplace of trip
WHITESPACE personalised preparation.
Focusing on the waiting time before the travellers’ departure, WHITESPACE kits merge unique elements of the chosen destination’s culture with the individual interests and desires of each consumer. Through the combination of innovative design and cultural creativity, the WHITESPACE boxes enhance the luxury travel experience, surprising and exciting the consumer throughout their travels.
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The Values
2
BRAND DNA SURPRISE ELEMENT, PERSONALISED SERVICE, EXCLUSIVE FACTOR
WHITESPACE will be made up of the following key attributes to create a successful brand equation.
Discussions with Trendwatching analyst and Telegraph Travel trend writer, Lola Pedro (see appendix ?), revealed that consumers are embracing the immediacy, authenticity, exclusivity and spontaneity of anything that’s ‘live’. They are revelling in the delight of being the first to experience something, and ultimately these experiences become status stories. WHITESPACE will be a service that consumers will want to own as part of their social status and as a means of sharing a story (see social media strategy) . The boxes will provide a connection to other communities who in term will understand the desires of the travellers and will ultimately result in connection and interaction of both cultures.
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SURPRISE
PERSONALISATION
EXCLUSIVITY
Focus on exciting, unique content
Consideration of travellers’ needs and interests
Uniquely sourced items from local talent
Providing unique, trenddriven creativity
Relevant before and during the trip
Superior, luxury-driven aesthetic
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Personalised
Fig. 10. Perth City, (2014)
Personalisation is an integral part of the WHITESPACE DNA in order to offer a product that is unique and worthwhile, focusing on an individual attention strategy. Consumers are desiring products that reflect their personality (Hooton, 2013) and provide differentiation from their peers and we are beginning to see more and more personalised products and experiences that are using insights from consumer profiles and data within the retail landscape. As the industry begins to use data more intelligently, personalized and real-time instore banners are being prepared (Somerville, 2014) to welcome consumers into retail environments. Smart personalisation is also being experimented by the likes of Burberry, introducing embedded digital content in the form of tags into their 2013 collection, enabling consumer to unlock bespoke content (Arthur, 2013). This strategy focuses on making the consumer feel valued as an individual and providing and experience that gives them a sense of escape from the mass targeted products dominating the market.
The Nespresso Boutique concept offers coffee-lovers a unique customer experience and high-level of personalised service combined with advanced machine technology to provide the perfect coffee for every consumer.
‘we invite our customers to come in, sit down, and take a moment to enjoy a premium coffee experience in a contemporary environment’
“People don’t want a plastic, tourist-driven, structured experience. People are seeking a real experience, an experience of that place like no other.” (Pedro, 2014)
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Exclusive In a society where everything is becoming increasingly accessible to every consumer via digital methods, exclusivity is vital to ensure WhiteSpace is seen as a worthwhile and highly coveted after service. Exclusivity is being practiced in other creative industries such as the fashion world, which sees brand and retailers announcing diffusion lines and limited addition collaboration to entice consumers (Cox, 2013). The ‘limited edition’ concept creates an increased demand and hype around the brand, employed successfully by ‘For You The Traveller’ (see fig 11). The brand released 200 limited edition, rabbit fur covered travel guides using local residents from five continents as expert guides. It provides local stories, recommendations and the personal phone numbers of the local expertsboasting exclusivity. WHITESPACE will provide travellers’ with unique, crafted items, which would otherwise be difficult to attain.
Fig. 11. For You The Traveller, (2014).
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Surprise
T-Post is a monthly t-shirt subscription, sending out a surprise collaborated design to its selective audience and offering an individual and up-coming product every issue.
Fig 12. T-PostMag, (2014)
It has been discovered from measuring human brain activity that ‘people are designed to crave the unexpected’ (Sommerfeld, 2013). This element of surprise is an important part of the WHITESPACE DNA and an aspect that will compliment the delivery method of the service. Surprise is a strong marketing tool as it ‘fuels passionate relationships’ (Redick, 2013), which is a key objective of this service. This method is being adopted by many brands as a way to entice consumers and build excitement, such as Dinner en Blanc, a mass picnic where the exact location is only disclosed moments before arrival (Teo, 2013). This concept has a surprise element teamed with exclusivity to provide the ultimate experience for the consumer. It is this attractive combination that WHITESPACE will aim to recreate by providing delivered products that will surprise the traveller offering them an entirely different perspective of their destination.
Fig. 13. DinerEnBlanc, (2014)
Diner En Blanc. The exact location is only disclosed moments before arrival. ‘Secrecy is a key part of the event’
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IN ACTION
PERSONALITY
VALUES
ESSENCE
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Provide creativity from different cultures around the world Make the waiting time enjoyable and exciting Create an exclusive and intimate community based around innovative travel
Adventurous Unique Innovative Trend-conscious Creative
Offer a personalised service valuable to each consumer Occupy the waiting time of travel Be exclusive and unique
Exclusivity Personalisation Surprise Luxury Creativity
The Identity
3 Logo Development
Whitespace
WHITESPACE WHITESPACE WHITESPACE WHITESPACE A line has been used under the chosen font to signify the waiting time that is intercepted by WHITESPACE, symbolised through the shape of the A which will translate into package design. Neutral, minimal colours have been chosen to fit the aesthetics of the collaborative travel companies (see route to consumer) and embody the values luxury and authenticity.
‘There is a strong correlation between brand and consumer identity. Consumers are likely to connect with brands that affirm their personal viewpoint and ideals.’ (Posner, 2011: 137)
MAIN LOGO
COLOUR PALETTE
LOGO PLACEMENT
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The Product
4 THE CONCEPT The idea behind WHITESPACE is to own the ‘waiting period’ gap in the market. As previously identified, this time is ‘agonisingly slow’ and so the brand will aim to fill as much of this period as possible to not only meet the needs of the consumer but to increase brand awareness and allow WHITESPACE to be the ultimate, luxury travelling companion. The initial WhiteBox will be received, introducing the traveller to the brand and informing them what to expect. This will then follow with 6 additional boxes containing exclusive products at various intervals depending on the individual’s lead time. The contents of the packages will introduce the customer to their destination through products that exude creativity and authenticity. As a method to promote local talent, the items will be sourced from the chosen destination, collaborating with exclusive creatives to provide worthwhile and unique innovations.
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As well as providing a purpose or insight to the destination, the products will draw inspiration from the Hierarchy of Needs (see appendix F) to satisfy the desires of each traveller. Once the individual has received the 6 stages, their WHITESPACE has been filled and they are ready and excited for their departure. With further product development (see p.80) the WHITESPACE box will transform into an accompanying travel wallet, used to carry necessary items and allow the brand to continue to assist the customer beyond the waiting period.
PHYSIOLOGICAL
SAFETY
SOCIAL
CREATION
COGNITIVE
AESTHETIC
These 6 stages are designed to occupy the Whitespace and fulfill the travellers needs for their trip. The first stages address the basic needs of any traveller. This is then followed by social involvement and creation, understanding the importance of self-fulfillment, and ending completed with more reflective and unattainable needs. Referencing Bliss Symbols and ideograms, these symbols have been created to signify global communication to allow the WHITESPACE message to be understood by all languages and cultures ‘Today as we travel more but are increasingly lazy about learning other peoples languages, the role of the sign has become an important one.’ (Holmes 1990: 10) 73
Accessibility
Travel Desires
Personalisation
CONSUMER NEEDS
Status
TRAVELLER AID Added service for luxury travellers Providing an amenity to fill the waiting period before a trip Offering products that have a relevance and function for each traveller
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Uniqueness
PRODUCT NEEDS
Usability
Value
Exclusivity
BRAND BENEFIT Brand touch-points throughout the duration of the waiting period Tangible touch-points creates strong brand experience Connection with luxury travel service to reach premium customers
Fig.14 Talilla Henchoz (2014)
The WHITESPACE product will focus on the brand values combined with the consumer needs to create a personal kit. Taking inspiration from the current exclusive kit offerings withing the luxury landscape, the product will provide unique items that could not otherwise be sourced. Subscription service Quarterly, create boxes curated by certain individuals to provide an insight into the life of talented creatives. Svbscription is a luxury subscription service for men offering access to world wide designers, brands and technology. WHITESPACE will not only provide items that are coveted and exclusive, but will also assist a NEED for each traveller, making the brand not only aspirational, but a luxury travellers requirement.
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Design
5 TREND-DRIVEN The design of WhiteSpace has been drawn from the current and future creative direction trend forecasts within the industry. The future of design is important to consider, as the service will aim to be released to the market in 2015. As authentic travel is a core message of the service the design will be simplistic and organic. The service will be associated with other online digital booking travel agents and so needs to maintain a neutral aesthetic to match their branding, but also provide a crafted, physical element as a point of difference from the digital landscape.
Fig. 15, WGSN (2014)
Torafu Architects created a gallery encoraging viewers to climb through frames, becoming part of the artowrk for the Museum of Contemporary Art Tokyo. Larry Sultan photographs illegal labourers in the routines that relate to place, home and domesticity. His message is that everyone has a rightful claim to home and a sense of place
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MACRO TREND 15/16
EVERYDAY UTOPIAS There is a growing need to find pockets of paradise in the everyday. Designers are exalting ordinary objects and elements of modern life, adjusting and transforming them to match our creative and spiritual demands. WhiteSpace aims to provide unique, creative items that occupy the waiting whilst also providing meaning for each traveller.
Theme|Micro-adventures We are seeing consumers seeking pleasure and adventure in the small things, by reassessing the material value of design in a digital world. This theme is combining nature and craft to allow people to physically connect with the world and society around them. Needing an escape from constant technology, the familiar quality of everyday objects will provide comfort for consumers, reconnecting them with their environment through a sensory and tangible experience.
MACRO TREND
NEO- MATERIALISM The material world is coming into sharp focus, where local experience is translated through design. This is a highly relative trend for WhiteSpace as an opportunity to engage the consumer in local community via a physical object. The objects associated with this trend encourage contemplation and an emotional response. The WhiteSpace items will give people a sense of place through physicality, focusing on the origins and materiality of an object.
(WGSN, 2013)
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DESIGN DNA AUTHENTICITY
LOCALITY
STORY-TELLING OPPORTUNITIES
TANGIBILITY
SUSTAINABILITY
The design of the boxes is driven by the 5 elements above, which are key trends within packaging currently and channel back to the core attributes of the brand. WhiteSpace will focus on providing values that the consumer can relate to and Martin Butler’s idea (2005) that ‘People don’t buy what you sell: they buy what you stand for’ will be a key branding strategy. This concept will also be routed into the product design, with the packaging representing the consumers desires. The product is aimed at the luxury market and therefore must maintain a certain standard, however the authentic and sustainable attributes are an important part of the DNA. The design will take inspiration from craft and minimal design to embody WHITESPACE itself, whilst also utilising skillful manufacturing to allow the tangible nature of the brand to be fully employed. 78
‘Sustainability is here to stay’ – Michael Okoroafor, VP Packaging (Pierce, 2013)
Fig.16 Talilla Henchoz (2014)
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Development
The WHITESPACE box comes as a package with the purpose to hold the 6 boxes. The Box is designed with the intention of use beyond the waiting period, highlighting its sustainability. It then transforms into a travel wallet to hold necessary items and documents.
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To signify the different stages of the waiting period, each of the 6 packages are the same shape that fit together to create a hexagon. The triangles are placed together creating the full shape to signify that the traveller’s WHITESPACE has been filled and that they are fully prepared to embark on their trip. The concept works on the idea that each component of the WHITESPACE service is just as important as the next, and if all needs have been fulfilled, the exclusive, authentic escape that WHITESPACE promises will be attainable.
Components
Accompanying each package there will be mini description cards, providing information on each component of the WHITESPACE. The card will feature the symbol representing the need and the segment of the WHITESPACE that is being filled. These symbols will also translate onto the package design, matching a card to each triangular box. On the main WHITESPACE box there will be an introductory welcome card, explaining the process of the experience and a key addressing the individual needs.
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PERSONALISATION The introductory card will be personalised for each traveller, featuring their hand-written name to address each customer exclusively. This will also be accompanied by personal letter for each WHITESPACE customer, providing some quick facts and basic must-knows for their chosen destination.
Final Product
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A prototype of the final WHITESPACE box has been created to visualise and explain the logistics of the service. Each individual box has been handcrafted to represent the components effectively. However, in order for the appropriate items to fit within each package the design would need to be progressed and altered to meet the demands of the luxury consumer. With increased resources and financing, the main WHITESPACE box would have a re-usable element to assist the traveller on their trip, forming a luxury travel wallet and carry case for an ipad. It would be produced using durable materials to allow reshaping and also feature a white leather lining to add to its luxury value.
6 stages
The smaller packages continue the theme of sustainability by featuring a double purpose. Once all the packages have been received by a traveller, the flat-pack shapes of each triangle placed together will form a visual momento of each destination, allowing a collectible element to the WHITESPACE experience.
Creative Collaboration Part of the WHITESPACE ethos is promoting local creativity. WHITESPACE will source out the most unique and innovative creatives from each selected destination to provide exclusive items for the 6 boxes. Each item will assist the WHITESPACE need but also educate the traveller on the creative community and provide a story-telling opportunity unique to the individual. Below are some examples of the types of products that would appear in the packages, ranging from hand-illustrated maps to personal mix-tapes.
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Below is an example of 6 products that would appear in the WHITESPACE packages for a trip to Stockholm, for a traveller looking for a ‘Food and Music’ inspired trip. The full description of the need each box fulfills will appear on the card it arrives with (see appendix F).
Physiological
Your physiological needs are the most instinctive and form the first emotions experienced within a new culture. Although short lasting, when met, these basic physical desires can be the most satisfying and telling sensations. Stockholms finest luxury caramels, handcrafted by the locals.
Safety
Basic knowledge is key before engagement in any culture and environment. To fully appreciate the experience, initial structure will allow spontaneity to unfold and opportunities to arise. Hand-illustrated map highlighting the best hidden ‘Fika’ (cake and coffee) spots.
Social
The core part of every culture is its people. The eyes and voices of the city, they reflect the personality of their environment. A double perspective of the city from 2 creative locals, providing their favourite hangouts and contact number.
Creation
An important part of any journey is self-discovery and personal realisation. Taking time out to appreciate what’s around you and interpret your experiences will lead to increased enjoyment and individual fulfillment. Handmade, bespoke leather journal sourced from local leather maker, with personalised content.
Cognitive
The natural desire to learn, explore and discover allows for a greater understanding of a culture. Leading to increased personal satisfaction. Unique knowledge will set you aside from the rest of mainstream society. A Key for Swedish food/music vocab along with best locations to experience these themes
Aesthetic
The appreciation of a culture’s aesthetics is a key part of understanding their history and way of life. Curated mixtape from an upcoming Swedish DJ, combined with information of exclusive future gigs. 87
The Experience
6 How it works WHITESPACE aims to assist the traveller as soon as they have booked their trip, easing them into the waiting period and acting as an enhancement servce to the deluxe travel booking company.
ENHANCING THE WAITING EXPERIENCE
BOOK TRIP through luxury travel agent
3 channels of direction: -recommendation via luxury travel company
ENTER WHITESPACE WEBSITE
-add on service offered by travel company -enhanced package as part of trip booking
PERSONALISATION select destination, preferences and lead time.
WHITE BOX RECEIVED
6 boxes are received at equal intervals within the waiting period.
WHITESPACE FILLED 88
84%
of respondents said they would like a service that helps prepare them for a destination through personalised unique information relevant to their trip (see appendix B)
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Communication Strategy
COMMUNICATION GOAL
In order for WHITESPACE to become a successful brand that travellers will aspire to attain, the correct communication strategy must be employed. WHITESPACE does not only want to reach consumers effectively but also create a trustworthy route for consumers to reach the brand. GOAL: To create awareness of the product and service amongst the luxury, creative consumer segment and promote a product that attracts an exclusive client. The objective is to communicate what WHITESPACE represents, what the consumer can expect and the how the product enhances the travellers waiting period.
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WHITESPACE is a unique service that aims to fill a gap in the market. With currently very little competitive threats within the market during the postbooking of a trip, the service aims to assist the consumer in the next stage of their journey.
T
UC
OD PR
The associated luxury booking company will act as the initial form of promotion, directing consumers to the WHITESPACE website. Forms of advertising will also appear in relevant publications and social media outlets to attract the correct consumer base.
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TIO O M
O PR
CE A L
P
E
IC
PR
As WhiteSpace is a service providing a product to accompany a trip, the channel of distribution will be via the luxury booking company. The first consumer touch-point with the brand will be via the website, allowing them to choose their product and then receive it via post.
WHITESPACE sits amongst the luxury travel offerings, establishing a high price point for the exclusivity and tangibility that it offers. Due to the fact that the service is responding to a gap in the market and that there are no current established price points for a similar service, the brand can dictate the cost as a price leader. 91
Target Consumer
A MOMENT IN THE LIFE
of the WHITESPACE consumer
THE ESSENTIALS TIME SPENT
Likes to use their notepad and diary as a form of a tangible escape from the busy, technology-driven urban lifestyle. Taking time out to note down aspirations and desires is a regular occurrence.
THE TOOLS
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Creator
Explorer
Dreaming about travelling
At work
Cultured
Learner
Planning next trip
A Young professional based in the city wanting to take short but fulfilling city breaks as an escape and wind-down from their hectic lifestyle. They are keen to discover the more unique, experience-driven aspects of destinations as a way to immerse themselves within a foreign culture. Very culturally aware and often choosing destinations based on a certain interest, they enjoy discovering emerging ‘hot-spots’ and see themselves as ‘creative tourists’. With a busy week and long working hours they have little time to trip-plan and may buy a city guide or download an app, yet feel unprepared when they leave. As most of their time is spent using digital devices and browsing online they crave a more tangible form of interaction to find balance in their constantly connected lifestyle. With high disposable income they are willing to spend on more personal, exclusive services which they can share with friends and colleagues, as a way of socially defining themselves.
TRAVELLING HABITS
30
2
7.5hrs
countries visited
lost bags
planning each trip
3 languages spoken
Profile created based on an average response from a variety of consumers questioned within an airport waiting lounge.
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Discussions with experts within the travel industry (see appendix C), has confirmed that the WHITESPACE concept sits with a slightly more luxury consumer base, due to the fact the concept is based on exclusivity and demands a high price point. The WHITESPACE consumers are the innovators and early adopters within the travelling world and individuals who want to experience new and innovative ideas before the rest of culture, acting as connecting point between these ideas and the mainstream world.
‘People these days are putting their money and trust into these companies, who will provide high quality holidays. So I see what you’re suggesting as an extension to what they offer, rather than something separate.’ - Lola Pedro (2014)
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Price The association strategy with a luxury travel booking company will influence the price point to match their consumers’ average spend. Discussion with Nick Newbury (see appendix C1) confirmed that customers are willing to spend extra to receive a fulfilling trip and that their perception of value lies within increased experiences, which WHITESPACE will strive to provide.
WHITESPACE sits amongst the luxury travel offerings, establishing a high price point for the exclusivity and tangibility that it offers. Due to the fact that WHITESPACE is responding to a gap in the market and that there are no current established price points for a similar service, the brand can dictate the cost as a price leader.
As previously identified, the target consumer is the luxury segment who have a high disposable income to invest in an add-on service and are willing to pay extra to ensure their trip is unique.
An estimation of the costings and annual profit per city has been created, taking income, contribution and product manufacturing into account.
Year 1 (per city)
INCOME
£
Partner contribution (travel agent) City Tourist Board WHITESPACE Boxes (750 p/y)
5,000 5,000 75,000
TOTAL
85,000
Luxury travel company collaboration charging £100 per box
COSTS Research Travel/accommodation Design/ Development Box Production Admin (inc postage) Salaires
2,500 2,500 5,000 37,000 2,500 15,000
TOTAL
65,000
PROFIT
20,000
sourcing contributers and products for the boxes Costing £50 production per box
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Place TARGETING STRATEGY WHITESPACE will employ a Concentrated targeting strategy, aiming at the luxury travel segment, allowing the brand to analyse and satisfy this consumer group’s needs. As WHITESPACE is a service providing a product to accompany a trip, the channel of distribution will be via a booking agent. The first key touch-point with the consumer will be via the deluxe company they book their holiday with. This will be the route to the WHITESPACE website which will then allow the consumer to begin their personalised service and fully engage with the brand.
There
1 2 3
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will
be
3
routes
to
the
The concept works on the basis of initial collaboration with a selected few luxury travel companies, such as Original Travel and Secret Escapes. The benefit for these sites is that they will be able to provide an enhanced service by offering something that compliments their current deals. It may also help to widen their consumer base if WHITESPACE stimulated a buzz and exclusivity around the holidays the agent provide.
consumer
via
the
booking
agent.
Primarily the agent may offer WHITESPACE as a recommendation to the traveller, introducing them to the concept and re-direct them to the brand website. Secondly an added value/ partnership service may be offered, where a discount to the WHITESPACE service is offered as a result of the agent paying 50% of the total price, and adding it to their trip costings. Thirdly, the agent will offer a Premium/ Enhanced value package, offering WHITESPACE as part of the overall holiday price and including the product as part of their offerings.
The presence of the brand will be purely digital until the consumer receives their WHITESPACE box, introducing them to the physicality of the brand for the first time. The first touch point with the brand will be via the luxury booking agent who value the same ideals as WHITESPACE, such as Original Travel.
Focuses on personalisation and a concierge style service for each traveller
Considers the desires and needs of each traveller- a key ethos of WHITESPACE
Offer short break packages- providing the perfect consumer base for WHITESPACE
Fig. 17. Original travel (2014) 97
Online Presence
After booking their holiday travellers will be directed to the landing page, where they must enter their exclusive WHITESPACE code They can then choose to ‘fill their WHITESPACE’ and explore the brand missions and values.
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They then must select their waiting period so the correct box and delivery times can be created. First they must select their destination from the current cities that WHITESPACE offers.
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Finally they must select their interests and desires for their trip, allowing perfectly suited items to be sourced. Their Whitebox is then produced and delivered, featuring personalised cards and the 6 packages.
Sophie,
our y y o j n you e e p o CE h A We P TES I H W nce experie x
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People feel a deep sense of ennui. At last, we have everything we need: and we find we actually want more. (Jones, 2005: 15)
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Promotion As a service based around surprise and exclusivity, the consumer touch-points will be limited to ensure these factors remain an integral part of the brand and allow the consumers to feel valued. The WHITESPACE community embodies secrecy and an element of surprise. As the brand can only be reached online and then physically possessed via post , increased use of generic social media outlets will be avoided in order to separate the WHITESPACE consumer from the rest of the tourist-seeking travellers. The concept is to create an exclusive WHITESPACE community initially, who will require a password to gain access to the website and exclusive brand offerings.
SECRECY Print advertising will also appear in relevant luxury publications, such as CondeNast Traveller in order to target the luxury consumer. Promotional material such as the WHITESPACE business cards will appear in subscription service packs for luxury magazines, along with other luxury brand booklets. No more information other than the word WHITESPACE will be provided to further emphasis the idea of secrecy and exclusivity. A code will also be provided on each card to unlock the password for the WHITESPACE website allowing limited-edition access to the brand.
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Print ads will be extremely minimal and un-telling to provide a sense of mystery for the reader and remain true to the WHITESPACE exclusivity value.
To link the tangible, offline experience of WHITESPACE to an online campaign, Instagram will be the primary platform used. Direct conversation with travellers has confirmed that this outlet is the most popular for travel documentation and image sharing. Based on the success of brands such as Frank Scrub and Boo Tea, who encourage users to Instagram their products as a way of communicating their brand, WHITESPACE will employ a similar tactic but through a more exclusive method. WHITESPACE consumers will be asked to share their experience with the hashtag #fillingthewhitespace. Utilising the boasting mentality and sharing nature of the current ‘experience generation’ combined with the ‘check-in’ traveller trend (Cox & Kings, 2013). WHITESPACE will focus on peer-to-peer recommendation to spread the message of the brand. However, as part of the brand secrecy, consumers will be asked to reserve elements of the box within the images to maintain the exclusive community the brand will create. WHITESPACE aims to provide the consumer with a product they will want to self-promote and see as a story-telling opportunity to share with family and friends.
‘In today’s Information Society we prize those who can skillfully manipulate data… In tomorrow’s Dream Society we will most generously reward those who can tell stories’ (Jones, 2008)
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In the developed world there’s now plenty of choice, but with plenty of choice has come plenty of sameness. With the rise of quality and the rise of customer service has come the rise of blandness. There’s a search for something more. (Jones, 2008:15)
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The Future
What next? The first year of WHITESPACE will aim to build the brand to be recognisable and trusted by the traveller, establishing a secure and loyal consumer base. The next stage will be to implement further strategies to increase the outreach of the brand and develop the product. The boxes will begin by focusing on the top few emerging destinations of that year. Year 1 will focus on 3 cities to allow extensive research into each place to be carried out and connections to be made with the locals. Once a consumer demand begins to develop, resulting in increased revenue, WHITESPACE will aim to expand this portfolio to a wider range of cultures, providing an insight into more obscure and trend-led destinations. The online presence will also continue to grow, expanding to cater to increased interests and specific needs of each traveller. The first year will be a trial period to test what box themes are most popular to allow further development and collaboration with creatives. Further building on the concept of the WHITESPACE community, exclusive pop-up events will take place in secret locations, for example a members only WHITESPACE waiting lounge at the airport. This will allow creative travellers to come together and share their experiences and a mutual love of authentic culture.
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WHITESPACE is an exclusive, luxury travel service filling a gap in the market for authentic-seeking, curious travellers who desire to be submerged within the creativity of a foreign culture. The tangible focus will inspire and challenge the current monotonous travel offerings, providing a point of difference for individuals who want to set themselves aside of the tourist route. WHITESPACE will act as a cultural merger between those who are inspired by creativity and those that produce it, to create a mutual respect within the world of discovery. WHITESPACE invites you to join the exclusive community and fulfill your needs as a traveller and creative searcher.
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