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