1. Trends in Tourism and Outdoors
Walldorf, 08. Juni 2011
Hamburg, 30. Mai 2012

3. From the society of obligation to LOHAS-Culture
1950s und 60s 1970s und 80s End 1990s
Society of
Hedonism LOHAS
obligation
diligence lust experience
obligation transformation achievement transformation engagement
family me friendship
devoutness material spirituality
fidelity eros authenticity
utility fun nature

4. Industrial Biography: 3 Phases
23 60
Childhood and Youth Working- and Familylife Retirement
Family

5. How we will live in the future:
From 3-phase-biographies to 6-phase biographies
Job 3
Job 2
Job 1
Childhood Youth Adolescence Rush Hour Second Breakup Wisdom
Family 1 Family 2 Family 3
23 60

6. Future of society: Indindividual lifestyles
class, social class, milieu, lifestyle
+
social differentiation multidimensional
two-dimensional
(social values
one-dimensional-hierarchich
(top vs. bottom)
lifestyles
social milieus
classes
on/
zati
caste uali
ivid ization
estate Ind ern
d
mo
– traditional society 1950s 1980s 2000 2020

7. Inbetweens
> Entering job sphere and family life through contingency
> Oscilating between different part time jobs and ties and friendships
> Prolonged job-entering (labs, temporary jobs, project work, freelancer)
> Permanent social and geografical mobility

8. Forecasts 2020:
2,9 Mio. Inbetweens

9. Latte-Macchiato-Families – urban Hedonists with kids
> Modern, urban-lifestyle (Starbucks, Pizzaservice, Cocktailbar) plus family life
> Relatively young families, decision for family and urban lifestyle
> Amenities of big citys (mobility, culture, advanced consumerism)
> Unconventionel, alternative, but no consumer rebels
> Enviromentally conscious, high affinity to modern technology
> Focus on quality and design

10. Forecast 2020:
2,6 Mio. Latte-Macchiato-People

11. Tribal Family 2.0: Increasing
share of people in the U.S.
and in western europe are
living in more-generational
families
30 %
24,7
20
16,7
10
0
1940 1950 1960 1970 1980 2090 2000 2009

12. Very-Important-Baby-Families (VIBS) –
Megaproject Child
> Child-focused
> Heavily investing into the future of child and family
> Well established in job and society
> Child as follow-up project of establishment in job, planned child
> High standard of formal education, educated class: Bildungsbürger

13. Forecast 2020:
2,4 Millionen VIB-Parents

14. Super-Daddy – family orientated men
> Family life, based on true partnership
> Fragmented Careers
> Big Picture: Sucess in job, happiness, sharing quality time with children,
sound family life, individual self-fulfillment –
daily feeling of excessive demands

15. Forecast 2020:
3,8 Mio. Super-Daddys

16. Greyhopper – Have fun with 71
> independent, autonomy seeking
> responsibility
> Seniority and spiritual and physical challenges are no antagonists
> Second upraise

17. Forecast 2020:
6,1 Mio. Greyhopper

18. We are switching from
knee-breeches to modern
outdoor-culture
Hiking in Baiersbronn as it was conceived in
the 70s: Nature is a postcard

19. Outdoor-Kitchen, Design-Fireplaces: artepuro
From Campingground-Amusement to noble Highend-Lifestyle

20. Neo-Nature and Fashion: A big Hype in the USA: „Be
glam, live green!“
www.myecoself.blogspot.com,
www.prettybynature.com,
www.greenmystyle.com,
http://stylesavestheworld.blogspot.com,
http://thegreenlifestyle.blogspot.com,
http://hautenature.blogspot.com

21. Nature as rooms of deceleration
>> In contrast to one-
dimensional everyday life
>> Share of people between 20-
to 29-years who prefer hiking
has doubled in the last 2
years

22. Natur as Outdoor-Cocooning: „Being outdoors at
home“
>> Nature is becoming a place to be AND a Livingroom.
That means in the mass culture of the 21. century: We
want to get into contact with nature in the same way
as we are putting on our slippers.
>> Western Europe: revenues outdoor-articles: 5,5 billion
euro.
>> Jack Wolfskin: Revenues in europe: 304 million euros,
tripled 3 years.

23. Learning from Nature, enjoying Nature

24. Glamping, Camping 2.0

25. Urban Camping as work of art

26. Tipis and Bohemian Bivouacs

27. Re-Discovering Nature

29. Spirituality and Luxury

30. Mental Journey

31. Holidays as religious adventure

32. Adventure - Tourism - Medicine - Well being

33. Wellness Camping, Family Wellness

34. Pilgrimage in the mud

35. The future of traveling

37. Vielen Dank!
Besuchen Sie uns:
Institut für Trend- und Zukunftsforschung (ITZ)
Heidelberg und Hamburg
www.zukunftpassiert.de
Alter Wall 24-36
20457 Hamburg
Telefon +49 (0)40 3344152 20