Reference case


Report on the outdoor experience of the future with SCR and SLAO.


The hospitality industry is one of the world’s fastest growing industries and a vital base of the Swedish national economy. For tourism in Sweden to succeed, significant focus should be put on the reasons behind peoples’ desire to travel to Sweden.

SCR and SLAO, which represents the skiing and camping industries in Sweden, have in cooperation with Kairos Future written a report on the outdoor experience of the future.

Looking back, we note that the driving forces of escapism have changed over the years. What started out as a desire for rest and relaxation has evolved into an active search for fun, enjoyment, as well as a focus on exciting experiences. By taking a closer look at the trends that affect us as consumers in relation to outdoor experiences, we can examine the effects of urbanisation, our need for simplification, safety and what gives rise to these needs. We can also consider our quest for seamless action and we can take a look at the role of digitalization: is it a boon or a bane to our experience outdoors? We put the Millennials under the microscope and look at its desire for order, as well as its interest in the little things in life. 

The full report can be read here.

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