Ramona Wagner's Photo
Ramona Wagner


#DTTT Blog

Trend spotting is something that we as the #DTTT Team are doing as part of our research when identifying interesting topics, speakers or material to include as part of the many events, presentations, workshops and subscriber content that we produce. We often talk about the importance of trend spotting, so I wanted to dedicate this opinion piece to this quite important topic.

For me, Trend spotting is a skill that every marketer needs to have. Of course, I am not suggesting every DMO or business should employ a full-time trend spotter in their organisation; you already have enough on your plate. However, it is important to monitor what is happening and adopt a culture within your destination or business that encourages everyone to consider how you can make a trend your own, adapt it and innovate.

So what do we mean by trend spotting? Well for starters, trend spotting means:

  • Identifying new trends
  • Understanding global and regional consumer trends
  • Identifying best practices
  • Identifying innovation across industries

Did you Know Launchpad Banner

Although this might sound a little complicated, it is a mindset that we at the #DTTT follow, where we monitor what is happening in the world, what patterns of consumer behaviour emerge and what trends we can identify through changes in behavioural patterns that evolve into trends.

When a new trend is born, it is not so much about being the first to spot the trend, but it is much more interesting to adapt the trend and innovate yourself.

It is those destinations and businesses that spot a trend in its infancy that can capitalise on the opportunity a trend brings and succeed. So how can you make a trend your own?

As a marketer, you understand that it is not necessary to do and be where everyone else is but being in the right place, doing the right thing at the right time.

So how can you succeed as a marketer by spotting a trend, adapt it and innovate? In marketing, copyright is important but copying right is sometimes more important. The same applies to digital marketing in all its glory. For us, it all starts with adopting a trend driven culture, highlighting some out of the box thinking you come across in tourism but also in industries such as retail, fashion or automotive.

Following a trend driven culture also means, aiming to innovate and share the knowledge internally to continue to be an innovator. Sharing is caring, so make sure you share your knowledge and things you see that are interesting for your DMOs work or business. Discussing new trends further ensures you challenge people in your organisation to think big, apply trends and innovate to drive success and growth for your DMO or business.

We have produced an in-depth trend spotting guide for our subscribers, outlining trends, technologies and how you can spot future trends before they happen. The guide explains in detail what trend spotting is, how you can work through a three step process towards innovating and also gives our take on three trends and some hot tips to succeed. If you are interested in accessing the report, then get in touch.


More from #DTTT

  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge