Why are travelers seeking out nighttime experiences? What’s driving the rise of mini cocktails? And how are “dumb homes” satisfying the needs of affluent consumers?
Below we explore three topics on our radar this month and their impact on consumers. By scanning the headlines, keeping tabs on social media conversations and tuning into the zeitgeist, we connect the dots between our trends and the wider world so that you can make sense of what’s happening now and what it means for you.
1. Noctourism experiences: In-the-dark travel is taking off
What’s happening?
As the northern hemisphere gears up for peak travel season, offbeat trips are yet again in demand, but with a dark twist: travel companies are seeing a surge of interest in nighttime adventures. A Booking.com survey from 2024 found that 62% of consumers across 33 countries were considering vacations where they could have unique experiences at night. Stargazing, safari sleep-outs and after-dark city tours are just some of the excursions that are in demand, with Booking.com heralding a new era of “noctourism”.
A number of destinations are already leaning into noctourism. In Milan, an installation called the Library of Light has been commissioned inside one of the city’s most famous landmarks, the Pinacoteca di Brera. The work features a luminous sculpture that rotates, projecting text along a curved panel. Meanwhile, in Katoomba, Australia, an after-dark experience called Nocturnal has returned for the second year in a row, after a sold-out season in 2024. The “sensory experience” set in a UNESCO World Heritage Site involves light installations and an illuminated forest walk.
There are a number of factors contributing to the growing popularity of nighttime experiences. For one, it satisfies people’s thirst for unique experiences that don’t involve drinking. “We’ve noticed a growing demand for non-alcoholic experiences in recent years,” Lee Thompson, co-founder of tour operator Flash Pack, told National Geographic. “People now crave unique experiences beyond evenings in a bar”.
Even for consumers who do drink, noctourism holds appeal, since many traditional nightlife venues such as bars, pubs and clubs are struggling. We wrote about this in March, with insights into how a growing number of cafes and grocery stores are throwing open their doors after hours for revelers looking for dance music and a fun time. Noctourism is yet another example of how nightlife rituals are shifting.
This type of travel also offers a solution to overtourism, giving travelers the chance to explore popular sites at a time when crowding is less likely to be an issue. And there is likely an environmental angle here too; our data shows that 61% of consumers globally plan to avoid destinations that are more likely to be impacted by extreme heat (source: Foresight Factory, nine-country average, 2024). Experiencing the sites by night can give people a way to avoid extreme weather.
Actions for brands:
Tap into desires to go off the beaten track. Travelers want to experience novelty, but it’s not just about visiting lesser-known locales. Noctourism adds a new angle to this behavior, highlighting how consumers are getting creative with how and when they choose to visit those places. Embarking on trips to hidden-gem locations can give consumers the experiential capital they crave in a world where stories hold so much value.
Prepare for a world where climate change alters travel behaviors. As climate change intensifies, impacting the weather and environment at popular destinations, we may see noctourism become more popular, since nighttime is often associated with cooler temperatures.
2. Miniature cocktails: Smaller-sized drinks take over the menu
What’s happening?
With $19 milkshakes, $18 lip balms and $10 condiments, Gen Z’s “little treat culture” has influenced a multitude of sectors. The phrase is used to describe a tendency to buy more affordable luxuries during a time of economic downturn, and in recent times younger consumers have been splashing out on little luxuries to keep their spirits high. These splurges serve as a form of mood-boosting self-care for younger consumers. Now cocktails and other alcoholic beverages seem to be the latest in a series of everyday consumer goods and services influenced by little treat culture, at least partially.
From the famous 2010-era “snaquiris” (snackable daquiris) to baby Guinness to “teeny martinis”; mini cocktails have now become something of a menu staple. There are signs that wine servings are also becoming smaller, with reports that it’s become increasingly hard to come by a 250ml option on a restaurant menu, an offering that used to be quite commonplace. In many restaurants, diners now only have the option to choose between a 175ml option or the entire bottle.
A variety of motivations may have led to this downsizing of cocktails: little treat culture, for one. With costs high, smaller-sized beverages can help fuel the appetite for an indulgent night out without breaking the bank. For instance, a full-sized martini may cost $13 but a mini-martini only costs about half, making the price an appealing factor. It’s also a way to enjoy fine dining at an affordable rate – smaller sizes mean higher-priced wines are more accessible. Mini cocktails, then, allow the experimental and adventurous diner to enjoy a wide variety of options.
Another reason may be the sober-curious movement: the desire for a more mindful drinking experience can be fulfilled by catering to the abstemious drinker by serving up smaller sizes. Miniature drinks allow people to enjoy the cocktail experience while still being conscious of what they are consuming and drinking in moderation.
This moderation may also be a priority for those on weight loss medications. Loss of appetite among GLP-1 medication users is well-known. To accommodate diners who may be using Ozempic, many bars are now offering mini cocktails that pack the punch in fewer calories.
The rise of natural wines, natural wine bars and the accompanying smaller glasses for tasting may also be having a knock-on effect.
Ultimately, a little cocktail can offer diners escapism and a way to treat themselves, which is an increasingly sought-after experience in an era of uncertainty. According to our data, 23% of global consumers find drinking premium alcoholic drinks like cocktails very valuable as a way to treat themselves (source: Foresight Factory, nine-country average, 2025).
Actions for brands:
Consider positioning smaller portion sizes as fun, little treats. One of the key drivers behind the shrinking size of cocktails is that it connects to consumers’ desire to spend less. Serving customers the best price while also enabling them to indulge is highly appealing for those grappling with inflation and economic uncertainty.
Support consumers in their quest for mindful and moderate consumption. Both health-conscious individuals and those on weight loss medications are looking for beverage options that allow them to indulge while not sacrificing their health goals. Mini cocktails offer an ideal solution here.
3. The rise of dumb homes: why tech-free is the new luxury
What’s happening?
Back in 2023, we published a weak signal that covered studies from Which? and the Mozilla Foundation highlighting how smart devices from washing machines to doorbells were collecting a wealth of personal information about users that was not required for them to function. We predicted that as consumers became more aware of these data-hungry systems, we could see a backlash.
In 2024, this began to swell. Reports of the “dawn of the dumb house” began emerging from publications such as Town and Country Magazine, which explored “the anti-smart house, the latest status symbol in Silicon Valley”. The Financial Times also ran a piece on dumb homes in April 2024. Reporting has focused in particular on the views of Silicon Valley leaders, HNWIs and those working in tech, who are close to how quickly technology can change – and the potential harms it poses.
Obsolescence, planned or otherwise, poses a big risk when investing significantly in home design and set-up. Google recently announced that later in 2025 early generations of its Nest Learning Thermostats will stop being supported, meaning “smart” features such as being able to control the temperature of your home remotely from your phone will no longer work. It is also pulling the technology out of Europe entirely.
A core driver for the retreat from smart homes is a broader desire to escape from technology. Consumers are seeking screen-free, analogue experiences and the opportunity to reconnect with the real world. One example of this is a preference for tactile interfaces, even as simple as operating a light switch rather than relying on an automated lighting system.
The complexity of using smart home devices and systems is also a factor. If a problem arises or users get stuck, these can be far more difficult to fix or overcome than old-school appliances and systems. And as noted by Harry Wallop in The Times, the payoff isn’t always great enough: “The smart fridge couldn’t tell the difference between cheddar and cauliflower, let alone cheddar and parmesan; the robotic lawnmower destroyed my bedding plants before crashing; a washing machine could, it is true, be turned on from my phone but it couldn’t do the difficult bit – go to the teenagers’ bedrooms to collect their dirty socks.” Is an AI-powered laundry system with an in-built screen truly a life-changing innovation for consumers?
And privacy risks, as we have alluded to, are a concern among consumers from devices which are collecting potentially sensitive data and can be remotely hacked for misuse.
A significant minority of consumers feel personally at risk of cyber crime in the near future, with older consumers and those with higher household incomes feeling an elevated sense of risk.
And the rise of the dumb home is reportedly continuing, now with the added motivation of ensuring homes have the longevity and resilience to withstand future risks as uncertainty troubles the global landscape. According to real estate agent Matt Witek from Compass: “Buyers are seeking homes that offer self-sufficiency, resilience and a retreat from tech-driven lifestyles.” The home is now, for some, a fortress designed to protect and survive.
Actions for brands:
Build confidence that any tech features, devices and systems in the home have a genuine purpose and create real value. Focus on how such features can truly simplify life and save time for your customers. Reassurances about privacy will also be essential; keep customer interests at heart, don’t infringe on users’ privacy, and demonstrate the ways you are protecting them from cyber risks.
Consider how you can make tech feel more tactile and tangible. Take inspiration from soft tech, which incorporates more flexible components and materials to make devices feel warmer, more comfortable and more human. Or embrace cozy tech, which repositions tech-led activities as relaxing and comforting. Premium design features that ensure tech is only visible when required or activated – and does not distract or demand attention at other times – may particularly appeal to wealthy consumers.
Acknowledge that the ability to switch off holds a premium. Dumb homes are not the only signal that consumers are trying to create further distance between themselves and technology – the idea of digital minimalism is also receiving online buzz, as consumers go offline or heavily limit access to their online presence. As Popsugar notes: “In a world where oversharing has become the norm, a quiet counterculture is emerging: the rise of digital minimalism”. Like dumb homes, this behavior is also associated with being high status and cool.
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These signals are part of a longer report published on Collision, our dynamic trends intelligence platform. Members get access to these reports at the beginning of every month, so they always have a finger on the pulse of consumers and culture. If you’re interested in learning more about Collision and how the platform can make a difference to your business, get in touch today.
