Trust at the heart of ‘3D’ hotels: report

Hoteliers should look to build trust with customers through a three-dimensional approach focused on global, local and personal, according to a new report.

Focusing on the relationship customers have with hotel brands, the new report from InterContinental Hotels Group (IHG) found travellers are changing the expectations of hotel brands and are increasingly looking for personalised experiences alongside a consistent service with a local feel.

Nearly two thirds (59%) said they felt more comfortable when a hotel stay was personalised to them, while 54% said they felt more valued.

Tourists from emerging markets like China and Brazil had higher personalised expectations than those in the developed countries, with 42% of UK travellers expecting a tailored offering.

Brits are also the most likely to appreciate surprises that are tailored to them over other preferences such as choosing check-out time and finding a travel guide.

Guests aged between 18 and 34 are the most interested in accessing personalised content such as films and music, while those over 65 would look for healthy food and beverage options.

“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,” said Richard Solomons, IHG’s chief executive. “That is why IHG has developed our ground-breaking HUALUXE Hotels & Resorts [for Chinese guests] and [wellness-focused] EVEN Hotels brands and why we are focused on supporting technology-enabled personalisation across our whole brand family.”

While customers are looking for consistency in customer service from a hotel brand wherever they stay; travellers do not want ‘cookie cutter’ experiences and want to see the local culture influenced in hotels.