A new study from InterContinental Hotels Group (IHG), conducted among business and leisure travelers, explores how hotel brands are balancing the three trends of globalization, localization and personalization.
The IHG report, "Creating Moments of Trust: The key to building successful brand relationships in the Kinship Economy," suggests that to win guest loyalty in the future, hotels need to deliver a global, local and personalized experience. The research also shows that personalized brand experiences which resonate with the local culture are particularly important for the fast-growing number of international travelers from emerging markets.
In this digitally connected world, building trust at all levels—globally, locally and personally—is the way forward for hotel brands to be globally coherent, locally relevant and personally differentiating all at the same time, reports Tnooz. Hotel brands that are able to become truly “3D” – by delivering localized and personalized experiences through trusted global brands—will build the trust that is needed to sustain lasting relationships with guests and outperform in the future.
The study of 7,000 international travelers found those from emerging markets such as Brazil and India are traveling more than their developed country counterparts, and have the highest expectations for hotels to deliver personalized experiences, reports Buying Business Travel.
Nearly three in five (59 percent) travelers say their hotel stay is significantly more comfortable if services are personalized and more than half (54 percent) admit it makes them feel more valued, reports Asia Travel Tips.
Factors such as age and geography mean travelers view personalization differently:
•Millennials (people aged 18-34) are practically interested in access to personal content, such as movies or music while travelers over 65 are most interested in healthy food and beverage choices.
•Three in four of these Millennial travellers believe that global hotel brands do a better job at being innovative in comparison to local hotel brands.
•"New Global Explorers" (travelers originating from emerging economies have higher expectations for personalization than travelers from developed markets. For example, 65 percent of Chinese and 62 percent of Brazilian travelers expect a hotel to tailor the experience they have to their personal needs, compared to 43 percent of U.S. and 42 percent of UK travelers.