Modern travellers are demanding personalised hotel stays thanks to the rise in technology, according to new research from InterContinental Hotels Group (IHG).
Consistently good service, a reflection of local trends and customs, and stays tailored to their own personal preferences were consumers' top three most-desired factors, according to the report: Creating Moments of Trust: The key to building successful brand relationships in the Kinship Economy.
This growing demand for personalisation makes this trend "3D", said IHG, as it is in addition to the more traditional "2D" hotel aims of being global and local.
The report found that that 59% of travellers said their hotel stay was more comfortable if services were personalised, while 54% said that this would make them feel more valued.
Younger people aged 18-34 (dubbed "Millennials") were especially interested in personal content, such as movies or music, compared with those over 65 who were more interested in healthy food and drinks.
Travellers from countries such as China (64%) and Brazil (62%) were more likely than those from the US (43%) and UK (42%) to expect personalisation as part of their stay, and also more likely to see it as a sign of respect.
The report said that British people most appreciated surprises with a personal touch, while Americans were most likely to want to choose their check-in and check-out times. Russians were most likely to demand travel guides in their own language, but Chinese travellers also wanted their guides in the form of interactive apps.
Global hotel brands were seen as being more considerate to local tastes and customs, and travellers from emerging markets such as Brazil (68%), the UAE (60%) and China (58%) were most likely to think that if a brand respected the local culture, the more trustworthy it was likely to be.
Matt Luscombe, chief commercial officer, IHG in Europe, said: "People now expect products and services in all aspects of their lives to be completely personalised. This research shows that travellers are increasingly demanding authentic and exciting experiences as well as the comforts of home."
IHG is a global hotel group comprising nine different brands, including Crowne Plaza Hotels and Resorts, Hotel Indigo, and Holiday Inn Express. Overall, it manages, leases or franchises more than 4,600 hotels across almost 100 countries.
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