IHG research reveals unexpected results
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This primary research is based on a study of 7000 international travellers and uncovers the criteria needed for global brands to deliver localised and personalised guest experiences, enabled by technology.
• Different generations have different personalisation preferences. Millennials (people age 18-34) are particularly interested in access to personal content, such as movies or music, while travellers over 65 are most interested in healthy food and beverage options.
• New global explorers (travellers originating from emerging economies) have higher expectations for personalisation than travellers from developed markets. For example, 64% of Chinese and 62% of Brazilian travellers expect a hotel to tailor the experience they have to their personal needs, compared to 43% of US and 42% of UK travellers.
According to the research, preferences for what is personalised also vary:
• Americans are most likely to value choosing their exact check in and check out time
• Britons are most likely to appreciate surprises with a personal touch
• Russians are most likely to look for travel guides in their own language
• Travellers from China most want interactive apps to find special things in the local area.
According to the research, travellers' expectations of tailored experiences at every touch point are increasing:
• Nearly three in five (59%) travellers say their hotel stay is significantly more comfortable if services are personalised and more than half (54%) admit it makes them feel more valued.
Richard Solomons, IHG chief executive said, "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."
Source: accommnews.com.au - 29 January 2014