If hotels want to increase customer trust and loyalty then they must start offering a “global, local and personalised” experience, according to a report published by Intercontinental Hotels Group (IHG).
The study found an increasing number of travellers want their hotels to have a global reach, while reflecting local cultures and also offer more services to match personal tastes, such as music, movies and food options.
The report, Creating moments of trust – the key to building successful brand relationships in the kinship economy, found almost two thirds (59%) of travellers said they felt more comfortable when a hotel stay was personalised to them, while 54% said they felt more valued.
The study of 7,000 international travellers found those from emerging markets such as Brazil and India are travelling more than their developed country counterparts, and have the highest expectations for hotels to deliver personalised experiences.
IHG chief executive Richard Solomons said the report shows a “step-change” in the thinking that has dominated the travel and hospitality industry over the past 20 years.
“Hotel brands have traditionally concentrated on being 2D – how to be global and local,” said Solomons. “But our research shows the rise of personalisation means brands must be 3D in order to build both trust and lasting relationships with guests and to win in a highly competitive market.
“We know our guests trust global brands to deliver on a promise of quality and consistency time and time again. But they increasingly expect these same brands to deliver localised and personalised experiences,” he said.
The study found travellers aged between 18-34 are the most interested in accessing personalised content, and an increasing number of young travellers want to see more innovative hotels.