IHG on delivering localised and personalised guest experiences, enabled by technology
A new report published today by InterContinental Hotels Group, '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 personalised experience.
he research also shows that personalised brand experiences which resonate with the local culture are particularly important for the fast-growing number of international travellers from emerging markets.
The collision of these three dimensions, accelerated by the rapid rise of technology-enabled personalisation in recent years, is changing the experience guests expect when they travel. Hotel brands that are able to become truly "3D" – by delivering localised and personalised experiences through trusted global brands - will build the trust that is needed to sustain lasting relationships with guests and outperform in the future.
Last year, IHG published: 'The New Kinship Economy', which highlighted a transition from brand experiences to brand relationships in the hospitality sector. This year's report builds on this work to help IHG gain a deeper understanding of what it is that travellers around the world want from their relationships with hotel brands.
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