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