No Escape Download PDF

When control leads to burn-out, where do consumers turn?

Is there real appetite for a return to the pre-digital age?

The oft-touted “technology overload” results in the need to detox, get away, andescape.

The idea of setting time aside for quiet moments – particularly “alone time” or time for self-care – holds widespread appeal.

Tourist boards should clearly flag the opportunity for escape that their destination could provide in the discovery phase – but also to make explicit that this is well within the consumer’s own control.

How important it is for consumers to have some time with no commitments or nothing specific to do?

Source: nVision Research | Base: 1000-5000 online respondents per country aged 16-64 (Indonesia & S. Africa 16-54), 2015 February

Not important at all

Not important

Neither important nor unimportant


Very important

The global device-use throughout the average consumer’s day

Source: nVision Research │ Base: 1000-5000 online respondents with a smartphone, tablet, laptop and desktop per country aged 16-64 (Indonesia, Mexico & S. Africa 16-54), 2014

Device usage is not only constant throughout the day, on top of this consumers stick to devices as they move from one activity to the next. Crucially, it can be seen how technology and potential stressors or feeling of digital overload might be strongly linked as well.

NTOs and visitor attractions must aspire to be at the forefront of the debate about the role of technology in ordinary lives.

In the short-term, this is about recognising consumer boundaries, allowing easy opt-outs from communication channels, or switching to an opt-in model.

In the long term, it is about keeping up with digital innovations that will make technology more sensitive and responsive to people’s lives.

What is a Casual Connectivity? This trend examines whether the current consumers need to detox is simply driven by the perceived lack of control over “when” and “how” they are connected digitally. This exposes a future of connectivity, where increasingly tech-dependent consumers will flock towards solutions that connect and alert them passively.