Reading the Tea Leaves

I'm headed to Sri Lanka to do some seminars on tourism development.  That beautiful country is making a comeback after a brutal civil war that lasted more than two decades. 

In preparing for my talk, I was reflecting on tourism businesses that have been successful by reading their environment ... and developing products to respond to human needs just as they are bubbling up - not when everyone has jumped on the bandwagon. 

One example I'm using in the talk is Sandals Resorts and their development of destination weddings.  Astute observers of society would have noticed that since the 1960s societal values have changed when it comes to getting married.  There is cohabitation before marriage (largely unheard of in the 50s).  So the bride and groom, when they arrive at the ceremony, already have a lot of their household items.  Both the bride and groom are working now (not so in the 50s) so there's more income.  There's been a decline in the importance of religion in American life, so there's less of a need to be married in the family church or synagog.  Families are scattered, too so often there is no "central place" that is a logical wedding site. 

Sandals processed all this and started promoting "destination weddings" in its Caribbean Resorts.  They provide the romantic setting and the resort amenities.  And since there is more discretionary income with a late-marrying working couple, the costs can be covered.  And since the couple already has a lot of household items, money can be spent on travel. 

Sandals has even branded its product as "Weddingmoons."  The package includes all of the elements necessary for the couples' wedding and honeymoon ... and also the necessary travel and arrangements for the guests.   Amazingly, one recent statistic indicates that about 10% of all US weddings are now destination weddings.

Promoting destination weddings is a great way to reach a high spending customer with a product that reflects current social conditions. 

I wonder what other emerging social trends are out there that can be the basis for successful marketing solutions?