Presentation on the WFTS, 9th April 2015, Estoril, Lisboa. http://worldfoodtourismsummit.com/speaker/luis-rasquilha/ Overview of the complete report.

1. TRENDS
IN
CULINARY
TOURISM
|
APTECE
GLOBAL
TRENDS
RESEARCH
STUDY
ESTORIL,
LISBOA,
9
|
4
|
2015
©
2015
AYR
WORLDWIDE
+
INOVA
BUSINESS
SCHOOL
Luis
Rasquilha

2. LUIS
RASQUILHA
|
CEO
INOVA
BUSINESS
SCHOOL
|
AYR
CONSULTING
WORLDWIDE
2
lrasquilha
Studies
Career
Professor
Luis
Rasquilha
(+
55
11)
98560
7271
(+
351)
93
970
10
50
lrasquilha@gmail.com
lrasquilha)
lrasquilha
Clients

3. 3
AGENDA
1.
INTRODUCTION
.
STUDY
&
METHODOLOGY
.
THEORICAL
CONCEPTS
2.
MEGATRENDS
IN
CULINARY
TOURISM
3.
TRENDS
&
CONSUMER
BEHAVIOUR
COOL
EXAMPLES
IN
CULINARY
TOURISM
4.
INSIGHTS
&
CONCLUSIONS

4. 4
1.
INTRODUCTION
.
STUDY
&
METHODOLOGY
.
THEORICAL
CONCEPTS

5. 5
STUDY
&
METHODOLOGY:
GLOBAL
TRENDS
RESEARCH
STUDY
FOR
CULINARY
TOURISM
IDENTIFYING
OPPORTUNITIES,
THREATHS,
TARGETS
AND
ALIGN
EXPECTATIONS
OF
WHAT
TO
DO
WITH
IT
AYRWW
+
INOVA
BS
GLOBAL
TRENDS
NETWORK
&
KNOWLEDGE
CENTER
MEGATRENDS
RESEARCH
(FORESIGHT
TOOLS)
TRENDS
COOLHUNT
(TRENDSLATOR)
CULINARY
TOURISM
INSIGHTS
(INNOVAYR)
FULL
REPORT
AVAILABLE
IN
PORTUGUESE
&
ENGLISH

6. 6
THEORICAL
CONCEPTS
M E G A T R E N D S :
G L O B A L
CHANGES
IN
SOCIETY
THAT
INFLUENCES
OUR
DAILY
LIVES
TODAY
AND
FOR
THE
FUTURE
T R E N D S :
C O N S I S T E N T
CHANGES
IN
CONSUMER
BEHAVIOUR,
THAT
CREATES
A
PATTERN
TO
INSPIRE
IDEAS
AND
BUSINESS
DECISIONS
INSIGHTS:
TANGIBLE
RECOMMENDATIONS
FOR
USING
TRENDS
KNOWLEDGE
TO
BOOST
BUSINESSES,
CORPORATIONS
&
BRAND’S
SUCCESS

7. 7
TRENDS
STUDIES
ARE
HELPING
BRANDS
AND
BUSINESSES
ACROSS
THE
GLOBE
IN
PRO-­‐ACTIVE
DECISIONS
OF
ANTECIPATING
THE
FUTURE,
CREATING
INNOVATION
CONCEPTS
AND
FOCUS
PROFESSIONAL
GOALS

8. 8
2.
MEGATRENDS
IN
CULINARY
TOURISM

9. 9
AGEEING
&
DEMOGRAPHIC
EXPLOSION
GLOBALIZATION
&
SOCIAL
MOBILITY
ENVIRONMENT
&
CLIMATE
CHANGES
INTERGENERATIONAL
REALITY
HEALTH
&
GENETICS

10. 10
AGEEING
&
DEMOGRAPHIC
EXPLOSION
2050
–
MORE
OLDER
PEOPLE
(50+)
THAN
YOUNGER
ONES
100
YEARS
OLD
–
LIFE
EXPECTATION
2
BILLION
1927
–
7
BILLION
IN
2011
–
16
BILLION
IN
2100

11. 11
GLOBALIZATION
&
SOCIAL
MOBILITY
PEOPLE
ARE
MORE
CONNECTED
–
BOOSTING
GLOBALIZATION
TODAY
ONLY
20%
OF
THE
WORLD
ARE
CONNECTED
–
50%
IN
2030
CONNECTIVITY
IMPROVES
MOBILITY
&
SEARCHS
OF
EVERY
KIND

12. 12
ENVIRONMENT
&
CLIMATE
CHANGES
CLIMATE
CHANGES
ARE
TRANSFORMING
SOCIETY
TEMPERATURE
WILL
INCREASE
5º
IN
THE
NEXT
20
YEARS
WE
WILL
FACE
A
LACK
OF
NATURAL
RESOURCES
(WATER,
ENERGY,
...)
SUSTAINABILITY
WILL
DOMINATE
INDIVIDUAL
CONCERNS
AND
CORPORATE
PRIORITIES
–
THE
NEW
SUSTAINABILITY
TRIANGLE

13. 13
INTERGENERATIONAL
REALITY
WE
LIVE
IN
THE
CONECTIVITY
WAVE
OF
HUMANITY
DIGITAL
NATIVES
(AFTER
90’S)
VS
DIGITAL
IMMIGRANTS
(PRIOR
90’S)
NEW
POWER
FROM
THE
YOUNGEST
CONNECTED
ONES
THE
YOUNGEST
TEACHES
AND
INFLUENTIATES
EVERYONES
DECISIONS
NO
MORE
GENERATIONS
CLASSIFIED
BY
BIRTH
DATES

14. 14
HEALTH
&
GENETICS
PEOPLE
ARE
MOVING
TOWARDS
BIG
CITIES
NEW
DECEASES
EMERGES
(DEPRESSION,
LACK
OF
FOCUS,
ISOLATION,
OBESITY,
NOMOPHOBIA,
...)
GROWING
URBAN
PROBLEMS
(MOBILITY,
SECURITY,
EDUCATION,
BREATHE
AIR,
...)
NEW
SOLUTIONS
(GOOD
FOOD
FAST,
SPORTS
&
LEISURE,
NATURAL
WAY
OF
LIFE)
HUMAN
AND
ANIMAL
GENETICS
CHALLENGES
OLD
HUMAN
CONCEPTS
&
NEW
MEDICINE
APPROACHES
ARRIVES
(NATURAL
AND
HEALTHY
PRODUCTS)

15. 15
MEGATRENDS
WILL
OPEN
AN
ALL
NEW
WORLD
OF
OPPORTUNITIES
FOR
THOSE
WHO
DECIDE
TO
ACT
AGEEING
&
DEMOGRAPHIC
EXPLOSION
MORE
PEOPLE
TO
SERVE
GLOBALIZATION
&
SOCIAL
MOBILITY
MORE
PEOPLE
TRAVELLING
ENVIRONMENT
&
CLIMATE
CHANGES
MORE
PEOPLE
AWARE
&
CONSCIENT
INTERGENERATIONAL
REALITY
MORE
PEOPLE
ENGAGING
BETWEEN
THEM
HEALTH
&
GENETICS
MORE
PEOPLE
SEARCHING
FOR
BETTER
LIFES

16. 16
3.
TRENDS
&
CONSUMER
BEHAVIOUR
COOL
EXAMPLES
IN
CULINARY
TOURISM

17. 17
EXPERIENCE
ECONOMY
EMPOWERMENT
LIVE
THE
CITY
GLOBAL
CONNECTION
&
CONVERGENCE
RELAX,
SPIRITUAL
&
SECRECY
ECOSUSTAINABILITY
WELLTHY
DESIGN
WOW

18. 18
EXPERIENCE
ECONOMY
DON’T
GIVE
ME
PRODUCTS
GIVE
ME
EXPERIENCES
TO
REMEMBER
HEART
ATTACK
GRILL
|
EUA
BROOKLIN
OPERA
RESTAURANT
|
BRAZIL
WIN
CITY
|
ITALY

19. 19
EMPOWERMENT
I
WANT
TO
KNOW
MORE
AND
TO
PARTICIPATE
MORE
I
HAVE
THE
POWER
AND
YOU
BETTER
KNOW
THAT
UN
CHEF
UN
JOUR|
FRANCE
MINI
BAR
|
HOLAND
SELFIE
TOASTER|
EUA

20. 20
EVERY
CITY
IS
MY
CITY
I
AM
AN
URBAN
DAULPHIN,
A
URBAN
A
NOMAD
SEARCHING
FOR
THE
HIDDEN
PLACES
LIVE
THE
CITY
FOOD
TRUCK|
BRAZIL
|
EUA
|
...
KEKANTO|
BRAZIL
URBAND
NATURAL
FOOD
GARDENS|
EUA

21. 21
WE
ARE
LIVING
IN
THE
SOCIAL
MIDIA
WORLD
USING
OUR
GADGETS
TO
PRODUCE,
EVALUATE
AND
SHARE
OPINIONS
AND
DECISIONS
GLOBAL
CONECTIVITY
&
CONVERGENCE
FOOD
DELIVERY
APPS|
WORLDWIDE
BEST
TABLES|
PORTUGAL
|
BRAZIL
FOOD
BLOGS
&
INSTA
PROFILES|
WORLDWIDE

22. 22
WE
ARE
MORE
STRESSED
THAN
BEFORE
HELP
ME
TO
RELAX,
TO
RECOVER
MY
BALANCE
WITHOUT
TOO
MUCH
EXPOSITION
RELAX,
SPIRITUAL
&
SECRECY
ZZZ
ZEN
BAR|
FRANCE
SECRET
PARTIES|
BRAZIL
GALLO
OLIVE
OIL
MOONRISE|
PORTUGAL

23. 23
MORE
ECO
CONSCIENCE
WILL
HELP
THE
PLANET
AND
MY
LIFE
ALL
FOR
A
BETTER
WORLD
ECOSUSTAINABILITY
F O O D
M O V E M E N T S
( V E G A N ,
N A T U R A L ,
FUNCTIONAL,
...)|
WORLDWIDE
CLEAN
&
SLOW
FOOD|
WORLDWIDE
RAW
FOOD|
WORLDWIDE

24. 24
WELL
BEING
+
HEALTHY
=
WELLTHY
FOR
A
BETTER
LIFE
QUALITY
AND
BALANCE,
BETWEEN
PROFESSIONAL
AND
PERSONAL
WORLD
WELLTHY
HEALTHY
FOOD
FROM
FAST
FOOD|
WORLDWIDE
FOOD
SNIFFING|
WORLDWIDE
HEALTHY
APPS
&
WEARABLES|
WORLDWIDE

25. 25
BEAUTIFUL,
BRANDED
AND
FUNCTIONAL
BRANDS
&
DESIGN
GAVE
US
EMOTIONS
BUT
GLAMOUR
&
SIMPLICITY
ARE
ALL
THAT
MATTERS
DESIGN
WOW
BRANDED
CUP
CAKES|
WORLDWIDE
LUXURY
WATERS|
WORLDWIDE
COLOUR
FOODS|
WORLDWIDE

26. 26
KEY
IDEAS
ABOUT
CONSUMER
BEHAVIOUR
EXPERIENCES
MATTERS
CONECTIVITY
LEADS
BALANCE
IN
LIFE
GROWS
EMOTIONS
ARE
BETTER
THAN
PRODUCTS

27. 27
4.
INSIGHTS
&
CONCLUSIONS

28. 28

29. 29
FOOD
&
BEVERAGE
1. IMPROVE
EXPERIENCE
ENVIRONMENT
FOR
CONSUMERS
WILL
BOOST
SALES
2. PRODUCE
AND
DELIVER
MORE
FRIENDLY
ENVIRONMENT
PRODUCTS
WILL
GROW
CONSUMERS
ENGAGEMENT
3. BUILD
EMOTIONAL
DIMENSIONS
MAKES
YOUR
BRAND
STRONGER
4. DIFERENT
CONSUMERS
WITH
DIFERENT
PROFILES
NEEDS
DIFFERENT
PORTFOLIOS

30. 30
Viagens
E
Hospitalidade
TRAVEL
&
HOSPITALITY
1. ADJUST
PORTFOLIOS
TO
DIFFERENT
KIND
OF
TARGETS
IN
A
CONSISTENT
WAY
2. SALES
ARGUMENTS
SHOULD
BE
FOCUSED
ON
CONSUMERS
BENEFITS
AND
NOT
IN
TECHNICAL
FEATURES
3. MARKET
APPROACH
SHOULD
START
FROM
THE
OUTSIDE
–
FROM
CLIENT
TO
BUSINESS
4. ENTERTAINING
IS
MORE
IMPORTANT
THAN
A
SIMPLE
DELIVER

31. 31
RELATED
GROUPS
1. ALL
THE
PLAYERS
NEED
TO
WORK
TOGETHER
FOR
THE
SAME
PURPOSE
2. KNOWLEDGE
PRODUCTION
NEED
PERMANENT
UPDATES
3. WE
NED
TO
CHALLENGE
THE
PASS
TO
PREPARE
THE
FUTURE

32. 32
CONSUMERS
1. SAFETY
PLACES
WITH
EXPERIENCES
AND
STORIES
ARE
GOOD
INVESTMENTS
2. DIVERSITY
(CULTURAL,
INTELECTUAL,
...)
PROVIDES
BENEFITS
TO
REMEMBER
3. DISCOVER
NEW
PLACES,
SPOTS
AND
BRANDS
ARE
MORE
EFFICIENT
WHEN
WE
GO
WITH
OPEN
MIND
AND
OPEN
HEART,
LETTING
OURSERVELS
INVOLVE
IN
A
COMPLETE
5
SENSES
EXPERIENCE

33. 33
WHEN
YOU
CHALLENGE
THE
REALITY
YOU
DISCOVER
NEW
WAYS
OF
BEING
SUCCESSFUL

34. 34
THANK
YOU
lrasquilha
lrasquilha@gmail.com

35. 35
Q&A
LETS
EAT

36. TRENDS
IN
CULINARY
TOURISM
|
APTECE
GLOBAL
TRENDS
RESEARCH
STUDY
ESTORIL,
LISBOA,
9
|
4
|
2015
©
2015
AYR
WORLDWIDE
+
INOVA
BUSINESS
SCHOOL
Luis
Rasquilha