Changes to the way we work, live and travel is leading to the creation of a new species of consumer – the Roamie – a 21st century nomad who travels the world and craves all mod-cons wherever he or she stays, reveals the WTM Global Trends Report 2016, in association with Euromonitor International.
The phenomenon is most prevalent in the Americas, reveals the report – released today (Tuesday 8 November) at World Travel Market London – and is a natural step on from the co-living community movement, which has been around for decades in one form or another.
In the US, there has been a rise in start-ups offering co-living with all mod-cons and attracting a younger generation lured by the cheaper rents in desirable locations.
Spotting how the move towards flexible working is leading to more work-life integration, communal office provider We Work is taking its concept a step further with We Live, a subdivision offering co-living apartments in New York and Washington.
Coupled with the rise in popularity of solo travel, this trend is now moving into the travel arena and one start-up, called Roam, is offering co-living spaces in three locations around the world, creating the concept of co-living nomads, or ‘Roamies’.
For a fee of US$1,800 per month, members can live in its outlets in Miami, Madrid or Bali, and there are plans to expand Roam to London and Buenos Aires.
Roam Co-Founder Bruno Haid explained: “The Roam co-living community is a diverse mix, from your typical late-20s Millennials, through to sabbaticals in their late 30s, possibly couples, possibly with kids, [to] Baby Boomers.”
Another company, Pure House, offers community living for creative types in New York, with plans to expand to Paris.
Pure House Founder Ryan Fix said: “Our aim is to create a globalised network of locations which will be able to blend short, medium and long-term stays in a community that offers a nurturing and supportive environment.”
The aspect of community is common to all co-living companies, but there are some that have focused on plush interior design, leading to the notion of the ‘hotelification of housing’ rather than just co-living. Some offer a fully self-sufficient environment often including work spaces. Many vet potential members to ensure they will fit the desired profile.
The co-living travel concept is also catching the attention of sharing sites and mainstream accommodation providers.
Airbnb, for example, is planning to create community centres that will host travellers with the aim of revitalising small towns, while Commune Hotels and Marriott Moxy already offer guests small rooms but spacious communal areas encouraging a more social stay.
Tru by Hilton will offer a similar concept and is actively targeting Millennials with its lobby “Hive” area offering four zones for guests to lounge, work, eat or play.
Euromonitor International, Head of Travel, Caroline Bremner said: “With expectations of work and life changing, travelling around the world while staying in co-living communities is only going to get more popular.
“The expected future blurring of boundaries between work and private lives, as well as business and leisure travel, will benefit players who can respond to these changing trends.
“Offering flexible and multi-purpose spaces will become increasingly important.”
WTM London, Senior Director, Simon Press, said: “Once again, the sharing society is impacting on mainstream travel, with demand for convenient, social, flexible live/work spaces among people who travel the world on business or for pleasure.
“With these changes in how we work, live and travel, it’s good to see accommodation providers are changing their products and services to cater to this new breed of ‘mod-con nomad’.”
WTM London is the event where the travel and tourism industry conducts its business deals. Buyers from the WTM Buyers’ Club have a combined purchasing responsibility of $22.6 billion (£15.8bn) and sign deals at the event worth $3.6 billion (£2.5bn).
About World Travel Market London
WTM London, the leading global event for the travel industry, is the must-attend three-day business-to-business exhibition for the worldwide travel and tourism industry.
Almost 50,000 senior travel industry professionals, government ministers and international press, embark on ExCeL – London every November to network, negotiate and discover the latest industry opinion and trends at WTM London.
WTM London is the event where the travel industry conducts and concludes its deals. WTM London will generate around £2.5 billion of travel industry contracts.
WTM London is part of Reed Travel Exhibition’s World Travel Market events, which also includes Arabian Travel Market, World Travel Market Latin America and World Travel Market Africa. www.wtmworld.com
Reed Travel Exhibitions
Reed Travel Exhibitions (RTE) is the world’s leading provider of exhibitions in the travel and tourism industry. Its wide-ranging portfolio of events around the globe covers leisure travel, luxury travel, meetings, incentives and business travel, as well as golf, ski and spa travel.
RTE, which organises more than 22 events around the world, includes three divisions; World Travel Market, IBTM Events and International Luxury Travel Market.
RTE is a business unit of Reed Exhibitions.
About Reed Exhibitions
Reed Exhibitions is the world’s leading events organiser, with more than 500 events in 43 countries. In 2014 Reed brought together more than seven million event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organised by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of the RELX Group plc, a world-leading provider of information solutions for professional customers across industries.
About Euromonitor International
Euromonitor International is the world’s leading provider for global business intelligence and strategic market analysis. We have more than 40 years of experience publishing international market reports, business reference books and online databases on consumer markets.
To receive your free 2016 WTM Global Trends Report copy, please register here: http://go.euromonitor.com/WTM-London-2016.html