Imagine your perfect holiday destination coming to life in less than 60 seconds by just viewing a few hundred photos? I did at IHG Hotels & Resorts ‘Mind Lobby’ at SXSW Sydney 2024, at International Convention Centre Sydney today. And guess where it wants to send me?
IHG Hotels & Resorts ‘Mind Lobby’ is a futuristic, experiential activation now on the Forecourt of ICC Sydney throughout the week-long SXSW event.
Greeted by two umbrella bearing staffers, I entered the foyer to escape the rain, looking at all the sun-drenched imagery on the walls of the pop-up. I filled in a few details on an iPad, then was informed that my true travel desires would be met through this 60-second experience.
I entered the darkened room, was offered a seat in a comfy orange Arne Jacobsen-style chair that enveloped me, noise cancelling headset on my head and was totally relaxed, despite being on my third coffee.
Using cutting-edge eye-tracking technology, the Mind Lobby was supposed to reveal my true travel desires, uncovering the specific typology of holiday experience consumers truly crave, whether it’s a culinary indulgence, a city escape, a sundrenched retreat, a holistic haven, or remote escapism.
I watched hundreds of images flick past, from any across IHG’s 6000 properties.
“IHG’s Mind Lobby offers the perfect blend of allowing travellers to explore what they really want, while showcasing the very best of SXSW Sydney’s futuristic and innovative energy,” IHG vice president of Commercial, East Asia & Pacific, Dean Jones, said.
“We’re thrilled to be able to offer travellers a memorable space to explore their subconscious and then having a distinct and diverse portfolio of stay brands to make their dreams a reality.”
Despite seeing images of sandy beaches and palm trees, ancient vineyards and destinations from across the world, my mind, apparently, doesn’t want my body to wander too far from home.
Guess where it wanted to send me? Not Italy or Greece, as our family is planning, nor Fiji or Hawaii, not Antarctica or Greenland. Oh no! Option 1 the Mind Lobby want to send me to was – AUSTRALIA and a “Holtistic Haven” in particular!
Although it did have second thoughts, urging me to head to look further afield to Six Senses in Ibiza.
I think I shall choose Option 2.
SXSWSydney is on until October 20.
Mind Lobby aims to open up abundance of options
The launch of the Mind Lobby follows new research from IHG Hotels & Resorts, revealing that Aussie travellers (61 per cent) are feeling overwhelmed by important decisions. Surprisingly, choosing a holiday destination (41 per cent) ranks among the top three biggest stressors, closely following starting a new job (57 per cent) and planning a major family event (45 per cent).
According to the data, two out of five (38 per cent) Australian travellers find the abundance of travel options more overwhelming compared to five years ago, with one in four (29 per cent) feeling lost and uncertain when wading through the options, making it increasingly difficult to discover what they truly desire.
Consequently, the overwhelming number of decisions is fueling holiday blues among Aussie travellers, with only half (51 per cent) feeling satisfied with their holiday decisions, even after spending an average of 24 hours planning their trips.
Some Aussie travellers (18 per cent) go as far as admitting they regret their travel decisions, with many feeling pressure to make quick decisions (34 per cent), felt rushed from too many choices (34 per cent), picked a convenient choice instead of what they truly wanted (31 per cent), or didn’t look into their options as thoroughly as they would usually as there were too many options (29 per cent).
Australian psychiatrist, Dr Kieran Kennedy, isn’t surprised Aussies are feeling overwhelmed with decision fatigue, noting he sees the impact of the mental load every day.
“When we’re faced with too many choices, our brain is triggered into overdrive, provoking overwhelm and slowing down our ability to make clear decisions,” Dr Kennedy said.
“I always encourage people to use their gut instincts as one means of helping guide making decisions. It’s common for people to second-guess their gut reactions, but these instincts are often shaped by a wealth of information held within our subconscious mind and past experiences, often processed without our conscious awareness. In moments of decision overload, tapping into our gut instincts and the subconscious can be a tool to help guide us toward what truly resonates with us.”
IHG Hotels & Resorts will also provide a retreat to rest and recharge at the IHG Lounge, offering free barista coffee, refreshments and wireless charging stations, bringing IHG Hotels & Resorts’ hospitality to the heart of the action.
Attendees can also enter a daily draw to instantly win one million IHG One Rewards points to turn their dream holiday into reality. A million points could see a lucky member holidaying for multiple weeks of the year across IHG’s extensive portfolio of hotels and resorts, from a week spent in an overwater bungalow at InterContinental Maldives Maamunagau Resort, to the coast of Ishigaki in Japan or even a private pavilion on InterContinental Hayman Island Great Barrier Reef.
