Hoteliers who use neuroscience to anticipate memories.
Airlines that play on the influence of sound at all points of contact, from booking the plane ticket to landing, for an anti-stress impact associated with little homemade music.
Tourism professionals who rely on NFTs to open access to very real privileged activities...
Le Figaro
has selected seven innovative concepts which connect travelers to their desires in an unsuspected way.
The obsession with neuroscience
What would a city, a museum, an airplane or a hotel designed to meet the needs of our brain look like?
“
There is obviously no magic recipe, but cognitive psychology can give us a lot of answers
,” says Ornella Godard, doctor in neuroscience and founder of Cognitio Consulting.
The tourism sector, particularly in luxury, relies heavily on the emotional responses of travelers.
Good news: these signals can be measured using tools such as the electroencephalogram, which associates the electrical frequencies of the brain with mental states, "facial coding", an indicator of emotions through facial expressions or skin conductance, a linked sensor to bodily reactions.
Without forgetting “eye tracking”, to study where the eye first lands in a place and what it lingers on.
“All
these non-conscious reactions make it possible to optimize an environment and anticipate the memories we will keep
,” specifies the neuroscientist.
Hotel groups, like IHG Hotels & Resorts, have taken up the subject.
“
In collaboration with Isabelle Sjoball, designer specializing in neuroscience, we have redesigned the layout of our rooms and our common spaces, as well as the lighting, textures and color palettes which impact our level of relaxation, concentration or joy
,” says Melissa Messmer, Head of Global Design at InterContinental.
At properties in Sydney, Shanghai or Beijing, travelers will also be provided with a personalized plan to reduce the physical and mental impacts of jet lag using the Timeshifter app.
“
In a few years, architects will certainly use virtual reality to immerse individuals in an atmosphere and capture their feelings before construction
,” anticipates Ornella Godard, before recalling that neuromarketing remains a very recent field in the world. scale of science and that it is, for the moment, impossible to establish truths on these subjects.
Loyalty to current tastes
Ennismore's stroke of genius: its new Dis-Loyalty program with a clear slogan: “Beat Boring”, literally overcome boredom.
Capture Instagram @dis-loyalty
In the 1970s, the company Air Inter (merged with Air France in 1997) offered a free flight to its subscribers after purchasing seven tickets.
Does this leave you wondering?
U.S. too !
Especially since nothing seems more boring today than a loyalty program where you count your points in the hope of obtaining a 10% reduction or a basket of fruit on arrival.
Some destinations, like Le Touquet, are trying to innovate.
The tourist office of the Pas-de-Calais seaside resort rewards visitors with one point for every twenty euros spent in the town.
Earnings can then be converted into activities.
Smart on paper, but you will need a minimum of 50 points to have access to any guided tour.
This was without counting the stroke of genius of Ennismore and its new Dis-Loyalty program with the clear slogan: “Beat Boring”, literally overcoming boredom.
“
It’s a form of return to the golden age of pre-Instagram tourism, when discovery was rarer, but more stimulating
,” enthuses Martina Luger, brand manager.
We wish to salute the curiosity of our members by encouraging them to continually discover the world through the ten brands of our group.
An atypical proposition in the hotel industry which tends to encourage loyalty to the same establishment and the accumulation of points.
» The principle: a membership of €180 per year giving access to a myriad of advantages such as 50% reduction on new hotels in the first three months following opening, 20% reduction on each first stay in a hotel member (The Hoxton, Mondrian, SLS, Delano, Mama Shelter, SO/, 25 Hours…), 10% discount on recurring stays, 365 free drinks… Not forgetting the Drops, a series of experiences launched on the Instagram account @dis_loyalty_ in an ultra limited edition, with rooms for €5 in five cities, festive dinners with ten friends for €150 or surprise trips to Europe.
Enough to reconcile with loyalty.
Very real NFTs
In Paris, the Le Bristol Unlocked project is bringing NFTs into the luxury hotel industry, associating them with very real advantages.
Le Bristol Paris/ Press photo
Did you think NFTs were reserved for geeks and financiers?
Think again !
These “
non-fungible tokens
” (unique tokens stored using a blockchain, granting ownership rights to a digital or physical good to its holder) could even present themselves to you during a simple weekend in Dunkirk.
This summer, the city's tourist office launched a collection of 20 NFTs, designed in partnership with the start-up Wytland and local artist Mikko Umi.
Sold at a price of €59, they offered access to activities along the entire coastline: VIP tickets for the kitesurfing world championship, sailing initiations, sea trips, hotel nights, etc. “The
younger generations represent already have the greatest purchasing power in travel, it is important not to be disconnected from their desires
,” notes Émilie Douhi, one of the project builders.
Despite significant educational work, necessary to encourage novice visitors to make a purchase, the outcome of the operation was positive and the city is already working on future digital projects.
And if NFTs are still found where you don't expect them, they are now showing up in palaces.
“
We wanted to show that even an establishment like ours can be innovative and break the codes of traditional luxury hotels
,” declares Thomas Mattei, marketing manager of Bristol Paris and initiator of the Le Bristol Unlocked project.
Holders of one of the 11 tokens put online will become members of a very private club, H3ritage, and will benefit from very real privileges: exclusive dishes signed Éric Frechon, a secret cocktail menu, weekly access to the 6th floor swimming pool (for guests only), invitations to events, an overnight stay and an “
experience that money can’t buy
”.
To find out more, you will have to pay 8 ETH, or around €15,000.
Some go even further and travelers will, in the future, be able to contribute to the purchase of luxury guesthouses and hotels in exchange for exclusive benefits.
This is the promise of the Manor DAO, an initiative powered by NFTs that allow their holders to influence decisions on the location of the mansion, its interior design and the future experiences offered.
By leveraging the power of community engagement, this technology approach to hospitality could bridge the two worlds.
A Holy Grail called “awe effect”
Among the craziest projects, the Future Bedouin studio aims to create an inflatable mosque which will be placed in the Riyadh desert during the next Eid celebrations.
In the meantime, Artificial Intelligence generates the image.
studio Future Bedouin/press photo
A physical sensation, almost animal.
A “wow” effect arising in moments of connection with nature, collective excitement or in the contemplation of an architectural work.
Difficult to define this “awe effect”, theorized by Dacher Keltner, psychologist at Berkeley and author of a bestseller on the subject.
These intense, fleeting experiences of wonder happen more while traveling, he says.
According to a Design Hotels survey, published in October 2023 in the Further Forecast file, 63% of respondents say they are ready to invest more money to live this type of transformational experience.
“
When it comes to hotel design and architecture, the possibilities for thinking outside the box are limitless.
Especially since we now know that design contributes to well-being
,” say the Design Hotels teams.
Among the craziest projects, the Future Bedouin studio wants to create an inflatable mosque to place in the Riyadh desert during the next Eid celebrations.
A daring installation with its minarets, imposing domes and prayer room.
In Saudi Arabia, the search for “awe effect” is also central for Designlab Experience, a specialist in the creation of large temporary architectural projects.
“
Our difficulty is also our strength: we sometimes only have a few days or weeks to establish a strong emotional connection with our audience and make a strong impression
,” explains Hibah Albakree, co-founder of the firm.
A constraint that requires a lot of imagination, talent and theatricality.
The winning trio to arouse the emotion that will transform the traveler's experience, here or elsewhere.
The psychedelic quest
In the Netherlands, Tangerine Retreat has created a world first: a legal psilocybin retreat in French.
Tangerine Retreat/press photo
A hallucination?
Absolutely not.
Whether they are “micro-awakenings” or stays lasting several weeks, certain psychoactive substances are becoming more and more popular among travelers.
A first retreat for the French was even organized in September, in the Netherlands, by the specialized agency Tangerine Retreat.
“
Tangerines are small oranges with a bitter-sweet taste, like psychedelic experiences which can sometimes be difficult, sometimes ecstatic, but always feel good
,” Arnaud Beauregard, its founder, told Le Figaro.
Neither enlightened nor junkie, this Polytechnique graduate and Telecom entrepreneur praised the beneficial effects of consumption on depression, anxiety and mental illnesses.
On the menu: the psilocybin truffle, a small mushroom at the heart of many recent scientific studies.
“
Well-being is becoming more and more holistic and now includes mental health.
The situation has continued to worsen in recent years and drug prescriptions are becoming more frequent.
When people reach a breaking point, they start to explore other options, including those used by indigenous people for thousands of years
,” observes Neil Markey, co-founder of Beckley Retreats, a leading resort leader. psychedelics in luxurious secluded establishments.
The setting is also an asset for visitors to Dimensions Algonquin, Ontario.
Small wooden cabins around a lake, epinal image of the Canadian forest, cocktail of substances as a bonus!
Even more surprising, psilocybin, MDMA and DMT could be used… on a honeymoon.
This is what the Beautiful Space agency offers to offer couples a “shared spiritual journey that will take them into a new phase of their relationship”.
Enough to leave us wondering.
For the less adventurous, the Rockhouse Hotel & Spa (Jamaica) has created a weekly sound bath with a backdrop of psilocybin.
In partnership with a local chocolate brand, Patoo, the establishment invites participants to bite into a bar containing a micro-dose before the session.
To try the power of mushrooms very good trip version.
The rediscovered pleasure of sound
After the craze for silent retreats, noise is making a comeback.
Hoteliers have understood that a quality playlist helps assert their identity, in the same way as an olfactory signature or floral arrangements.
Big news: airlines are now entering the race.
Qatar Airways got the ball rolling by inviting Qatari composer, Dana Al Fardan (one of the rare women to occupy this role), to compose the music for its Qsuite, voted best Business class in the world in 2023. Etihad Airways has it calls on Sixième Son to deploy a sound system at all touch points, from ticket reservation to landing.
“These waiting and travel times are stressful times for travelers.
The music chosen by the company can have a significant impact on their state of mind, reducing anxiety and creating a reassuring atmosphere,” points out Laurent Cochini, general director.
The music design agency was inspired by the Al Sadu artisanal weaving method, mixing organic textures of traditional instruments (ney, kanoun, percussion, etc.) and modern electronic sounds.
Beyond its relaxing benefits, music also allows the values and positioning of the brand to be subtly transmitted.
Passengers boarding a Transavia flight to Rome will be able to enjoy a loud “Sara perche ti amo” while those leaving for Madrid will look for their seat while listening to the hits of Enrique Iglesias.
Japan Airlines, for its part, is banking on innovation with the installation of Euphony technology in its aircraft.
This audio solution integrated directly into the headrests offers high-quality sound quality, without the passenger being bothered by headphones or wired earphones.
The railway operator InterRail is not left out.
Purchasing a transport ticket on European rail networks will give backpackers access to personalized playlists depending on the destination they are in.
To be paired with the sound creations of the Swedish tourist office which collaborated with the writer John Ajvide Lindqvist to bring the country's mythological creatures to life.
The melody of happiness.
20th century salons
Hôtel de Rambouillet, a stone's throw from rue Saint-Honoré.
Corneille, La Rochefoucauld and Madame de Sévigné debate current affairs, discuss philosophy and literature.
The year is 1608, but the scene couldn't be more contemporary.
In Montmartre, near the Abbesses and the Sacré-Coeur, the bar at the Monsieur Aristide hotel comes alive with a new type of evening, straight from the United States: “
reading parties
”.
The concept ?
Each participant comes with a book, reads at least one chapter and exchanges with the person next to them about what they learned from it, accompanied by a drink or two (next meeting on February 27).
An event which is part of the establishment's literary program: signings, informal exchanges with renowned authors (Mohamed Mbougar, Sophie Fontanel), writing workshops around poetry, in partnership with Kyémis and the Les Mots school …Is the intellectual about to become the new “cool kid”?
Certainly, if we are to believe Emmanuel Sauvage, co-founder of Evok Hôtels Collection: “
After Covid, I asked the staff to be festive.
Everyone wanted to have fun.
Today, it is time to reorient ourselves towards more intellectual times.
» Once a month, the Grand Salon du Nolinski, a few blocks from the Comédie-Française and the Louvre, becomes the scene of a privileged discussion between the philosopher Emmanuel Leclercq and a public figure (Harry Roselmack, Marie de Hennezel, Babette of Rozières…).
It remains to obtain a place as the formula is so popular.
“
This success is the culmination of everything we have been offering our clients for ten years: exhibitions, meetings with media and sports personalities.
Without forgetting the creation of our Evok Literary Prize four years ago,
” boasts the group’s general director.
The ideal way to cultivate yourself and treat yourself to a special moment in some of the most beautiful establishments in the capital.