Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

Issue link: http://book.trendhunter.com/i/42053

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Page 184 of 273

one interview, a 28-year-old female explains, "These days, there are al- ways hotel deals. I can afford to stay anywhere, but I'm looking for some- thing unique and creative, somewhere I can tell my friends about." Urban travelers don't want a hotel, they want an experience. Market Dynamics: Since 2000 there has been a surge in niche hotels, but the market is still relatively underserved. Most 'hip hotels' are privately owned, although some of the larger chains are getting into the market. For example, in 2005, Starwood launched aloſt, an af- fordable version of their hip "W Hotels" brand. By 2012, their goal is to launch 500 aloſt Hotels. This makes Starwood one of your biggest com- petitors. In 2009 Hilton announced the launch of Denizen, their own line of hip hotels. However, chain hip hotels like aloſt and Denizen fit a certain mold. Opportunities still exist for truly unique ideas. To find unique ideas, it will be important to hunt for trends on the fringe. Adjacent Markets & Pop Culture: In addition to looking at hip hotels, you'll also want to look at adjacent industries and random examples of in- novation. As you look for ideas, remember the advice of Marco Morrossini: "You need to be more open to the complete possibility of what could be." Next, you decide to go to TrendHunter.com to browse hundreds of unique hotels, services, and random trends . . . 183

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