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Aura Resort

IN BRIEF

Challenge:
The current oversaturation of luxury resort hotels that offer similar experiences.

Solution:
Capitalize on the mindfulness gap of the wellness resort category.

The Ask:
Develop a new luxury resort in the U.S. that offers a unique experience.

BACKGROUND

The hospitality industry as a whole was greatly affected by the pandemic. As a result, the things travelers desired most have shifted. Travelers aren’t only looking at travel in the traditional sense but now looking at it as an opportunity to improve their mental health + wellness.

There's a current trend in consumers using plant-based medicine to help improve their mental health and wellness. There are currently 14 states with active legislation regarding plant-based medicine and 19 states that have already legalized the recreational use of cannabis.

Realization

Insight

Consumers are looking specifically for healing and mindful experiences that involve plant-based medicine.

Opportunity

Capitalize on the intersection of wellness travel + plant-based medicine.

Target

The Affluent Experienced Adventurer
1. Needs a relaxing escape to find themselves
The Mindful Nomad
1. Needs a comfortable vacation to improve mental and physical wellness

Introducing: Aura Resort

The goal of Aura resort is to make plant-based medicine experiences approachable for vacationers on a journey of self-discovery through a life-changing resort getaway.

Team

Arianna Gordon (Creative Brand management)

Andrew Krysinski (Creative Brand management)

Vivian Tran (Creative Brand management)

My Role

Project management, market research, consumer research, deck outline, creative narrative

There's an intersection between mental health, wellness, and plant-based medicine. Based on that, we plan to target the intersectionality between those trends.

A handful of resorts offer therapeutic plant-based medicine experiences, but none are located in the U.S.

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The Location: Being based in Oregon allows Aura to be more versatile with an array of attractions and beautiful scenery.

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Packaging: Aura offers four types of vacation packages. Each package is priced based on the type of plant-base medicine.

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Amenities: Aura offers various kinds of amenities that allow customers to work on both their physical and mental wellness.

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Activities: In addition amenities, Aura has outdoor off-resort activities that allow consumers to explore and tap into the nature around them.

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Housing: What's a resort without incredible housing? Here's a moodboard depicting the aesthetic of Aura's rooms. The aesthetic is inspired by the earthy feel of Yachats, Oregon.

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Aura's App: Once you book a trip with Aura you'll be able to download the app. The app allows you to book meditation sessions, change rooms, and sign up for various activities.