Making Brands the Main Attraction
At Modern Citizens, working with travel and leisure brands often doesn’t feel like work at all. Helping world-class attractions to iconic entertainment venues, critically acclaimed restaurants to world renowned hospitality brands, is our absolute pleasure in more ways than one.
Whether it’s crafting immersive destinations, building fan engagement, or elevating brand presence, we know how to turn moments into memories and what it takes to make your brand the ultimate destination. So strap in, grab your snacks and enjoy the show…ok…case studies!
Key Insights
Best Laid Plans
We’re become a nation of flakes. As we have more stuff competing for our attention, less appetite for going out and socialising, and technology making it easier than ever to cancel plans with little or no advance notice than ever before, more of us than ever admit to flaking out of social engagements. So how can leisure brands make sure they don’t lose out amidst this new form of cancel culture? Take a look at our Togetherness Recession report for a few pointers.
Give a s**t
Also known as crapification, ‘Enshittification’ was the Macquarie Dictionary’s word of the year in 2024. Referring to the trend in which services decline in quality over time (initially, using high-quality offerings to attract users, then degrading those offerings to extract more profit), it is perhaps most glaringly obvious in the Leisure sector.Streamers like Amazon Prime, who after gobbling up a huge number of adopters, and suddenly introduced ads and made users pay more to access the same ad-free service they had before.Or airlines, where the decline in quality, leg-room, and customer experience has cheesed off consumers who now have to fork out more to travel in the style to which they’re accustomed.It seems that the process will not stop until the customer has been well and truly pissed off. The brands that buck this trend will be valued by people even more.
Going Solo
As traditional family and friendship groups change, new patterns of working life mean that increasingly we’re all working on our own individual schedules, and spending time alone is now celebrated as an essential form of self-care, how and with who we choose to spend our leisure time is changing. Increasingly consumers are embracing solo leisure activities, so brands need to consider ways of better serving the lone leisure seeker. From the boom in calming crafty hobbies to self-dating and lone travel adventures, brands can support and encourage meaningful me time.
Brands we work with in the Food and Drink sector
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