Marcomms industry experts have spoken: 2024 promises to be a year marked by intriguing trends and transformative shifts. From the fusion of fashion and hospitality, to a fresh approach to influencer marketing, to travelers’ discerning tastes, industry pros are set to navigate an intricate tapestry of trends. As AI becomes an ever-present force, influencing everything from travel to brand activations, and the battle for online attention intensifies, marketing professionals are gearing up for a year where innovation, collaboration and adaptability will be the key drivers of success
The Intersection Between Fashion and Hospitality
Dioriviera pop-up at The Beverly Hills Hotel summer 2023
This year, we saw hotels and fashion come together like never before, especially over the summer season with the ‘designer hotel pools’ popping up all over the world. I think the trend will continue into 2024 but with new collaborations forming between unique hotels and interesting fashion houses, and particularly into new spaces – for example fitness, sporting, culinary and accommodations.
AI in 2024
We will all be watching AI in every space next year, but especially in travel, real estate and design. There are a lot of new aps hitting the market and it will be interesting to see how travelers and consumers adapt, and how travel advisors, for instance, respond.
Destinations for 2024
Next year will be a big travel year for far flung destinations like Sri Lanka, New Zealand, Australia and Morocco, which are recovering from this year’s earthquake. Europe will continue to be exciting with the Paris Olympics taking place over the summer, although travelers will want to discover more untapped island destinations – finding the next Capri and Sicily – looking at places like Mallorca and Menorca in Spain, and Madeira in Portugal.
Son Bunyola Hotel & Villas, Sir Richard Branson’s new hotel in Mallorca
Competition Continues
The battle for online attention will intensify. Brands will continue fine tuning their strategies to be visible, consistent and compelling in noisy social media communities and online channels.
Influencer Growth
The influencer space will continue to grow, with brands not only investing in activations but also doubling down on brand partnerships. In the consumer space, we have already seen the impact of celebrity-owned brands and their growth. More companies will be seeking strategic partnerships to stand out from their competitors.
Rise of AI
The continued rise of AI will also create challenges alongside opportunities for marketers. While tools like Chat GPT or Beautiful AI save time and monetary investments, companies and consumers will be faced with conflicting and, sometimes, inaccurate messages so it will be critical to incorporate fact checking and storytelling into these innovative tools.
Return to Glamour
Following a major movement of “real” content and transparency, we are moving slowly into an “old” era of high glamour, more privacy and extreme exclusivity. This doesn’t just go for content but also experiences, once in a lifetime opportunities and press trips. More celebrities, more unique moments, more extravaganza!
Re-AI-Lity Always Kicks In
Although CGI and AI will continue to drive a lot of PR activations and content, there will be a huge demand for over the top activations in real life. People want spectacular and over-the-top, but also allow for participation and interaction. Show me - wow me!
Brand Up Comedy
Brands will now either shoot or style their products or services in multiple ways to push stories for many audiences but with different passion points of interests at the same time. Consumers are more multi-faceted and individualistic than ever, but not reached the same way.
One Way or Another
Brands will take the role of entertainment even further, by showcasing an even more humorous and playful side. Even luxury brands will truly push boundaries through PR and content activations that focus on wit.
The Rise of Ultra-Luxury Marketing Services
The luxury PR landscape is evolving due to the growing population of UHNWIs with their increasing wealth. By virtue of their numbers and buying power, they have created a burgeoning, upper-level subset of luxury: ultra-luxury. Reaching this elite audience requires us to develop a specialized marketing approach tailored to their unique preferences and interests. The focus needs to be on lead generation with an understanding of how to effectively engage with and capture the attention of this exclusive clientele.
Fraser Yachts
More Opportunities for Paid-Media Strategies
Custom content is emerging as a highly effective means of reaching target audiences. Whereas in the past it was often shunned, today it is becoming more and more acceptable. The proliferation of social media has made us comfortable with direct-to-consumer communications. When strategically deployed—almost surgically—it serves as a savvy complement and supplement to earned media. Sponsored content provides a platform where we can control the narrative, allowing for the communication of key message points that can be challenging to convey through earned media. In certain instances, it’s the best way into niche publications with highly sought-after audiences.
Integrated Comms & Marketing
Creative collaborations, campaigns, data-informed activations and stakeholder engagement will be needed more than ever to drive financial growth. This year, integrated communications and integrated marketing will be more prevalent than ever before, considering upcoming elections all over the globe, the 2024 Olympics, and the various monumental geopolitical happenings. I anticipate the continued need for brand reputation and communication expertise as a critical part of decision-making with data-informed measures for all stakeholders.
AI/Analytics/CommTech
AI/Analytics/CommTech continue to rapidly evolve and trend toward being a core part of research and evaluation in every industry, but especially public relations to cement the value proposition for strategic communications:
Ethical AI is important to communicators fighting mis and disinformation
Improved Stakeholder engagement means better data and analytics for marketing and PR practitioners
AI, used for predictive analytics and to jumpstart creativity and innovation will become table stakes
Corporations will begin to invest in building their own AI capabilities given data privacy concerns
This image was created by AI Arta, an AI photo generator, using words from my predictions above.
Diversity, Equity and Inclusion Cannot Be Ignored
There is an inherent need to acknowledge relevant topics and related markets reflecting the need for more inclusive teams and global cultural competency. 2024 will further highlight that DEI efforts are not going anywhere as the top-performing consumer companies, products and services (i.e. Barbie, Disney, Nike, Sports, Entertainment, STEM field, etc.) will continue to see improved market results, and consumer uptake (therefore positive bottom line results) with inclusive marketing and public relations. Strategic DEI brand marketing and communications efforts remain critical to driving business growth and success.
Understanding the Role of ‘Responsible Roaming’
(Source: The Future Laboratory: Future Forecast 2024 & Intrepid Travel)
While the future environmental footprint of travel is on course to shrink in the coming years, predominantly due to increased use of sustainable aviation fuels, next generation carbon-friendly travel methods, and biofriendly tourism techniques, the collective impact, and industry focus on the topic, will most certainly grow as we move through 2024 and beyond.
Supercharging sustainability is a key challenge for the travel industry. Travellers, many of whom are cash-strapped, don’t want their escapist getaway to be riddled with environmental guilt.
The Future Laboratory’s report, created with travel operating company Intrepid Travel, found that the future of travel as we know it is on the verge of extinction. Exemplary and radical shifts in the industry are required to preserve our leisurely holidays. It is possible that in the very near future travellers will be able to embark on AI holidays – virtual travel that removes the environmental implications, which are already coming to fruition in certain markets – but will no doubt take their time to catch on.
Peak Season Gets the ‘Cold Shoulder’
(Source: Conde Nast Traveller Trends Report & Booking.comTravel Trends Survey)
There’s been a dramatic recent increase in shoulder season travel from UK travellers to Europe’s most popular destinations (particularly France, Spain, and Italy), which is set to continue in 2024. A combination of social, economic and environmental factors is driving this trend into 2024. The cost-of-living crisis, especially, means a heightened focus on value.
For example, 62 per cent of respondents to Booking.com’s 2024 travel trends survey, these factors are seen as a limiting factor for 2024 travel planning, so much so that 47 per cent of respondents are even willing to take children out of school for cheaper off-peak travel.
The Rise of LinkedIn Thought Leadership in 2024
Over the past couple of decades, LinkedIn has been a pivotal social media platform for professionals. As people grow more connected in the digital age, there is also a growing demand for personable, relatable content from leaders on the platform. People want to know insider tips & tricks to advance their careers, learn about their influencer’s background and discover the different avenues their career can take them. This demand for personalization has drawn a need for thought leadership content. We are seeing that more and more leaders are utilizing the platform to tell their own stories and guide their followers to success. This will certainly continue to be a trend in 2024.
Authentic, Genuine Influencer Marketing vs. Traditional Ads
Gone are the days of traditional ads as consumers are demanding a more personal touch to their preferred advertising channels. As social media continues to take the main stage as a major advertising and marketing resource, consumers have driven their attention to their favorite influencers and celebrities to establish brand loyalty. User-generated content will continue to soar in the new year and become a main contender of how brands showcase themselves to their target audiences. Relatability and authenticity were made obvious when TikTok gained its footing, so in the upcoming year, it will be a necessity for any business to invest in an authentic, and genuine influencer public relations marketing strategy for their brand(s).
The Growing Integration of AI into Public Relations
In 2023, companies across the globe began to implement AI into their day-to-day practices to increase productivity, organization and track analytics, and the public relations field has been no exception to this. AI has been utilized to monitor the media, gauge sentiment, anticipate trends, serve as an early warning system for crisis management and so much more. In the new year, we will continue to see a rise in these tools as more applications enter the market. Agencies will continue to create ways to integrate AI into their work but show transparency at the same time.
Continued Focus on the Asian Art Market and Asian Artists in 2024
The art world is poised for a continued spotlight on Asian artists, shaping curatorial themes and exhibition priorities. The Asian art fair circuit is on a growth trajectory, with emerging locations like Art Collaboration and Art Week Tokyo, organized by Japan Contemporary Art Platform in collaboration with Art Basel, and established fairs like Kiaf in Seoul garnering increased attention. Noteworthy data from 2023 highlights a surge in spending among collectors based in Asia, with Mainland China leading in median expenditure.
The 2023 Survey of Global Collecting report by Art Basel and UBS reveals a substantial number of high-net-worth collectors in Mainland China expressing active buying intentions as they step into 2024 [see p. 13-16, Survey of Global Collecting 2023]. Japanese artists are anticipated to sustain collector interest, with a surge in headlines featuring groundbreaking Japanese artists and a reevaluation of artists overlooked from a historical perspective. This trend underscores the evolving dynamics and influence of Asian art within the global art landscape.
Beeple's "S.2122" on view in the Faena Hotel Cathedral, presented by The ReefLine with Faena Art during Miami Art Week 2023, photo courtesy of Oriol Tarridas
Deeper Alignment Between the Digitally Native and Traditional Art Worlds
The convergence of digitally native art and the traditional art world is poised for further development in 2024. The rising influence of digitally native artists is set to make significant inroads into the established art scene, with boundary-pushing creators utilizing innovative technologies. This evolution is not only evident in the art itself but also in how institutions are adapting to showcase this emerging category of digital age art.
Anticipate the presence of digitally native artists at major traditional art events, including biennials, fairs, and prestigious museums. The Serpentine in London, for instance, has announced a solo exhibition featuring the groundbreaking media artist Refik Anadol, scheduled to open in February 2024. Institutions like the Toledo Museum and Crystal Bridges are also at the forefront of pushing boundaries in presenting art of the digital age. Expect to witness the integration of digital art into established platforms such as the Venice Biennale, marking a significant shift in the art world landscape.
In terms of collector dynamics, the interest in digital art is on an upward trajectory. Despite a temporary decrease in spending on digital art among collectors from 2022 to 2023, these artworks maintained popularity among younger collectors [see p. 14, Survey of Global Collecting 2023]. As we move into 2024, digital art remains a vital medium, particularly for Millennial and Gen X collectors. The art market is likely to witness continued growth in this segment, as new collectors enter the scene, drawn to the accessibility and appeal of digital mediums. The evolving trends among these age brackets will be a focal point to observe throughout the year.
