59% of travellers prefer personalised service
Guests from emerging economies see personalisation as sign of respect
New research published by the InterContinental Hotels Group has revealed that travellers have increased their expectations of global hotel brands and are now looking for hotels to not only deliver consistently good service, but to also tailor their stays to meet their personal preferences.
According to the research, titled ‘Creating Moments of Trust: The key to building successful brand relationships in the Kinship Economy’, travellers expectations of tailored services are increasing, with nearly 59% saying their hotel stay is significantly more comfortable if services are personalised and 59% admitting it makes them feel more valued.
However, the report reflected factors such as age and geography played a role in what is considered as personalised service.
The report showed that travellers originating from emerging economies (named New Global Explorers) see personalisation as a sign of respect. For instance, 46% of UAE travellers said they feel more respected if their experience is personalised, compared to 62% of Chinese and 54% of Brazilian travellers.
IHG chief commercial officer AMEA said: “People now expect products and services in all aspects of their lives to be completely personalised and the travel industry is no exception. This research shows that travellers are increasingly demanding more from their hotel experience – they want authentic and exciting experiences as well as the comforts of home, wherever in the world they are.”
“With this new paradox of desires for both innovation and consistency, IHG continues its focus on delivering a higher degree of localisation and personalisation across our portfolio of trusted global brands,” she added.
The Millennial demographic is interested in access to personal content such as movies and music, while travellers over the age of 65 are more interested in healthy food and beverage choices. The report also revealed that three in four Millennial travellers believe global hotel brands are more innovative than local hotel brands.
Similarly, most travellers believe global hotel brands are capable of providing reliable, familiar services everytime, with nearly three in four (71%) saying global hotel brands are more likely to be consistent and more than half saying they like knowing what to expect (60%).
Travellers from emerging markets such as UAE, Brazil, and China also choose global hotel brands because they feel they are considerate to local tastes, customs and cultures.
IHG chief executive Richard Solomons commented: “This report shows us that today’s traveller trust global brands to deliver on a promise of quality and consistency. They also increasingly expect these same brands to deliver localised and personalised experiences, whether they are travelling for business or leisure – to experience truly 3D brands.”
IHG regularly polls guests on a number of factors such as free WiFi.