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