5: PEOPLE PLAY: Consumers will be loyal only if brands ‘play nicely’
This trends looks at how sophisticated brands have become in order to continue to maintain customer loyalty. Game play has become a huge focus area as big brands adopt some of the principles of Facebook and Google.
• The total spend on loyalty-based game play applications will rise to $1.6 billion globally by 2015 as the war for brand loyalty moves up a gear in response to increasingly savvy consumers.
IHG concluded that in the future “we could be travelling virtually baggage free by being able to rent our clothing and accessories from hotel lobbies, de-stress in special sleeping labs in hotels and stimulate our minds through in-room brain spa menus”.
“We could even be shopping from our mobiles by scanning codes from an in-flight magazine and have items delivered to any hotel in any destination. Watch this space,” the report added.