Expectations of hotels ‘are changing’
Hotels are increasingly expected to adopt technology and personalise the experience offered to those who make use of their facilities and room services, and establishmens that want to survive must take advantage of this ever changing world in which we live in.
That is the potentially industry altering conclusion reached by the InterContinental Hotels Group (IHG), which stated that customers are now seeking three dimensions to their hotel experience – global, local and personal.
According to its recent study Creating Moments of Trust: The key to building successful brand relationships in the Kinship Economy’, three in five (59 per cent) of travellers confirm their stay is significantly more comfortable if services are personalised.
More than half (54 per cent) claim that personal attention makes them feel more valued, while those aged between 18 and 34 admit they are particularly interested in accessing personalised content such as DVDs and music.
In contrast, travellers over the age of 65 are more interested in healthy food and beverage choices.
Travellers from new emerging economies such as China and Brazil were found to have higher expectations of technology and personalisation during their hotel stay.
“This report shows us that today’s traveller trusts global brands to deliver on a promise of quality and consistency,” commented Richard Solomons, IHG chief executive.
“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.”
However, those attempting to adjust their services to fit in with the new research will be disappointed to learn they could be in for a hard time, as the expectations of travellers’ ideas of what is personalised vary wildly.
Despite this, it is worth remembering that the more a brand demonstrates respect for local culture, the more trusted it is likely to be.