Hospitality Today HT19 - Feb-Mar 2014 | Page 15

hospitalitytoday.com | 15 The report, surveying more than 7,000 international travellers, shows that over the last 12 months, emerging market travellers have been travelling more frequently than their developed market counterparts. While emerging market travellers are more likely to look to a global brand, they also prize personalisation and fit with local culture most highly of those surveyed. The report also shows that initiatives that allow guests to create their own experiences through technology are equally important, particularly to the Millennial ‘Laptop and Latte’ business traveller group – which has the most trust in global brands to be innovative. Findings in the report include: Global: Travellers (especially the • younger ‘Laptop and Latte’ business travellers) think that global hotel brands do a better job than local hotel brands on safety and consistency, and offering the most innovative features and services. Based on the research, IHG has identified six ‘trust- building’ actions that will help its hotel brands around the world deliver the 3D experience that guests increasingly expect: • • • • • • Be consistent Deliver authentic local customisation Create tailored consumption Support technology enhanced service Personal relevance Use service to surprise and delight www.ihgplc.com/Trends_Report Local: Travellers now expect global • brands to be relevant in terms of local tastes, customs and cultures. Travellers from emerging markets hold this view most strongly. Personal: For the majority of travellers • the biggest benefit that personalisation delivers is increased comfort during their hotel stay – 59% of travellers say that their hotel stay will be significantly more comfortable. • Emerging market travellers: Travellers originating from emerging markets have higher expectations for personalisation than travellers from developed markets. They are also more likely to look to a global brand for an assurance of quality, and more likely to report variance across brands when they travel. These travellers prize personalisation more highly than developed market counterparts, as well as trusting global brands more than local with their personal data. Registered Charity No: 1101083 Hospitality Action offers vital assistance to all those who work, or have worked, within the hospitality industry & find themselves in crisis. We support people suffering from serious illnesses, domestic violence, poverty & bereavement. 78% of those we help are under the age of 60 with 42% needing assistance after a life changing illness. To learn more about us and lend your support visit www.hospitalityaction.org.uk or call 0203 004 5500