According to Euromonitor International, Authenticity is one of the latest Top 10 Consumer Trends.
Authencity has been identified as the key word helping sell items on eBay in 2016, by researchers Andrew Kehoe and Matt Gee from Birmingham City University’s School of English, when looking at the most lucrative words used by sellers. Company efforts to ensure authenticity are part of this reach for the real.
In a backlash against digital dependency and the difficulty of uninterrupted reflection,several tour operators, cruise lines and resorts are promoting their unplugged vacations to help consumers get away from “synthetic” digital life.
Another authentic-leaning travel trend is the social impact holiday.
Companies target professionals aged 29–36 working in areas like tech, the media and other creative fields who holiday to mentor underprivileged fellow citizens, sharing their business acumen. Cruise lines aim to respond to customer hunger for purpose inviting passengers to on-board self-improvement seminars and impact activities on land such as making water filters.