Modern technology is continually leveraged to save time, but unfortunately, habitual connectivity is difficult for many to cease. Getting modern folk to put down their iPhones, Blackberries, Droids and iPads is much easier said than done.

Research studies conducted by the University of Glasglow and internet stalwart America Online (AOL) are jarring: 50% of those participating in the research checked email at least hourly, while others looked at email between 30 and 40 times hourly (University of Glasglow). Roughly 3 in 5 of those using PDAs check each email as it individually arrives. While on vacation, more than four-fifths look at their email each day.

Keeping it simple, taking it slow 

As extreme connectivity is changing the way we relate to others, slow/simple is about disconnecting from cyberspace to enjoy life in real-time – from appreciating the outdoors to enjoying a leisurely meal. It is a conscious decision to live in the moment instead of bowing to devices that promote a virtual existence. A review of our top-selling travel photography reveals a plethora of imagery featuring families, friends and couples enjoying slow/simple moments – and this construct also features heavily in our review of marketing campaigns. 

 

 

Channeling the spirit of slow/simple in your communications

Travel marketers spanning a range of services can capitalize on the trend of slow/simple as described within this report. The following guidelines suggest ways in which travel brands can create successful visual communications around this trend.

  • Capture small moments to communicate what it’s actually like to slow down – these details give travelers something tangible to anticipate 
  • Instill a visual sense of “home” within foreign places to assure travelers they can achieve the tranquility of familiar environs while indulging in new cultures.

For more travel-related images and video, explore our travel collection online