Marriott: Barbering and the future of travel (United States)
What does a haircut have to do with the future of travel? Marriott International’s Innovation Team Vice President Matthew Von Ertfelda gets a trim to find out. |
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Marriott: Barbering and the future of travel (United States)
What does a haircut have to do with the future of travel? Marriott International’s Innovation Team Vice President Matthew Von Ertfelda gets a trim to find out. |
Category: North America & West Indies / Carribean islands - United States - Exclusive experiences
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This is a press release selected by our editorial committee and published online for free on 2015-09-10
I live in D.C., let’s admit it – not a city strongly associated with style and fashion.
So when I was recently in Los Angeles and happened by a barber shop that turned my head, I had to go in. Inside there were a half dozen tattooed, well-coiffed barbers, each sporting impeccable beards and intensely focused on their work. The space had cracked concrete floors, an exposed ceiling, antique barber chairs, canned craft beers, a pool table and great music. It took only a few minutes of conversation with the owner – a scrappy entrepreneur in a cool black bowler hat - before I decided to sit down and wait for a haircut I really didn’t need.
I was there for the experience It was the perfect example of what people want when they travel. An authentic moment they can’t get at home. Something that makes them feel connected, and a little better for being there.
It’s just what the Skift Manifesto – The Future of Travel in 2020 – was about. I am particularly keen on the section covering the “Millennial Mindset Modern Traveler,” and the statement: “The psyche of millennials maps perfectly onto what the modern travelers want from travel products.”
As someone whose work is anchored in understanding trends of a new generation of travelers, I can tell you that the millennial mindset, while an increasingly overused term, is still spot on for today's modern travelers.
The article breaks down the millennial mindset six ways: happiness, passion, diversity, sharing, discovery, global connectivity. These hit home with me, resonating from both a professional and a personal lens.
As I sat there in the barber shop watching the proprietor cut my hair with a dangerous looking straight razor, we talked about the shop, Debonair Barber & Shave Parlor, his second. He went to school to learn barbering, worked hard to scrape together funds to pull it off. As he meticulously looked after my hair, he created what he described as a ‘troubadour,’ and my girlfriend called the man pouf. She assured me it was cool...
The unexpected discovery of the shop, the passion behind the craft of barbering, the originality of their concept – beer and beards, the excitement and satisfaction of adding a new experience to my bank, for me bring to life the six attributes fueling the Millennial Mindset Modern Traveler.
HAPPINESS: In the hotel business, we call them ‘moments of joy and delight,’ singular experiences we handcraft for our guests that resonate emotionally, but that also connect our brands to them.
PASSION: Every company strives to uncover what drives the passion of their consumers. When done right, they also ensure their brands intersect with guests in a way that drives connection and loyalty.
DIVERSITY: No more can we rely on obvious, predictable experiences with mainstream appeal, rather we must push toward the margins to uncover and magnify originality and unique diversity in experiences. Cultural competency is critical as a vehicle to finding and embracing diversity.
SHARING: The most successful travel moments are infinitely shareable, inviting and fostering community through common experiences. The natural connections and conversations between end users are the true currency of brand relevance and ultimately, loyalty.
DISCOVERY: As brand companies, we need to leverage the trust of our consumers, leading them to new experiences and discoveries that captivate and enrich them.
GLOBAL CONNECTIVITY: A smaller world means greater access to incredible people, places and experiences against a backdrop of unprecedented global change. Social media and digital connectivity ensure a constant search for originality vs. commonality.
Over the past few weeks I’ve shared my story about the discovery of the barber shop on Melrose Avenue many times, the experience authored and delivered by a young entrepreneur building his brand. Someone slowly changing the world and reinventing travel experiences one haircut at a time.
The future of travel will be defined by millions like him. Undaunted by challenge, and driven to craft the original experiences millennial mindset modern travelers seek.
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