IHG report says brands must be global, local, personal
A new report published by InterContinental Hotels Group suggests that to win guest loyalty in the future, hotels need to deliver a global, local and personalised experience.
The research, titled “Creating Moments of Trust – the key to building successful brand relationships in the Kinship Economy”, which questioned 7,000 international travellers worldwide, also shows that personalised brand experiences that resonate with the local culture are very important for the fast-growing numbers of international travellers from emerging markets.
IHG says that the collision of these three dimensions, accelerated by the rapid rise of technology in recent years, is changing the experience guests expect when they travel. Hotel brands that are able to become truly “3D” in this way – delivering localised and personalised experiences through well-known brands – will build the trust needed to sustain lasting relationships with guests and perform in the future.
This year’s report builds on last year’s IHG study The New Kinship Economy, which highlighted a transition from brand experiences to brand relationships in the hospitality sector.
Travel & Tour World
[pictured: Loy Kratong at Chao Phraya River, Bangkok; courtesy IHG]