VisualGPS Creative Trends Wellness Prioritizing Bem-Estar: Celebrating Self-Care Among Seniors

Travel has long been synonymous with adventure, adrenaline, and a thirst for the unknown. However, in recent years, we've seen a shift. More and more, people are turning to travel as a way to recharge, escape the stresses of daily life, and create meaningful, lasting experiences. This seems to be the case for Brazilians, too: According to a MasterCard study, there was a 40% increase in spending on experiences during their travels compared to pre‑pandemic times.¹

So, what type of experiences should be visualized? Although VisualGPS research finds that Brazilians are nearly split between a preference for passive (45%) and active (41%) experiences, brands clearly prefer the passive: Popular travel visuals about relaxation outnumber those of outdoor pursuits by nearly three times. There's a need for more balance between the active and passive. This shoot by Giselle Flissak, an Exclusive Brazilian creator, embraces that need by capturing a relaxing setting—a luxury hotel—and showing possibilities for active experiences within.

Giselle's shoot also addressed another crucial need identified by VisualGPS: Better representation of senior women in travel visuals. In Brazil, senior women appear in travel visuals only half as often as they do in popular imagery overall. Armed with these insights, Giselle seized the opportunity offered by our Pitch Shoot program—a part of our Rewards Program that funds creators' productions.
 
With the funding secured, we collaborated with Giselle to craft a narrative about a group of senior women enjoying a luxurious getaway at a high‑end hotel. Our goal was to capture the essence of friendship and self‑connection while indulging in both active and passive luxuries such as massages, hydrogymnastics, yoga, and gym workouts.

The shoot took place over three days in Petrópolis, a region known as a peaceful retreat from the hustle and bustle of Rio de Janeiro. Giselle excelled in casting women who felt real and relatable—an essential element, given that 88% of Brazilian women prefer visuals featuring people who resemble themselves, their friends, or family members. This sentiment is even stronger among older generations, with 93% of Boomers and 77% of Gen X sharing the same preference. The styling and location were arranged through local partnerships, showing that it’s possible to keep production costs low without compromising on quality.

In essence, this shoot is a testament to the collaborative efforts within iStock and Getty Images. From analyzing VisualGPS data to leveraging incentive programs and fostering creative partnerships, we’ve created visuals that tell a story uniquely tailored to the market’s needs.

Sources
[1] MasterCard