Intercontinental Hotels Group (IHG®)today launches its 2017 Trends Report – The Uncompromising Customer: Addressing the Paradoxes of the ‘Age of I’ – at the World Economic Forum (WEF) in Davos, Switzerland. The report highlights the uncompromising nature of today’s customer who increasingly expects brands to deliver experiences that satisfy contradictory needs.
IHG’s research identifies four paradoxes that are driving the decisions customers make in a landscape constantly changing through advances in technology. In this environment, customers do not want either/or solutions: they want the best of both worlds where the best trade-off is no trade-off. The four paradoxes are:
Global brands must address these paradoxes through being locally relevant and personally differentiating. IHG has identified six best practices through which brands can create experiences that strengthen customer relationships and grow brand loyalty.
Richard Solomons, Chief Executive Officer, IHG, commented: “Technology has changed the way we behave in our daily lives. This has had a direct, and fundamental, impact on business. Global brands need to address the complex, sometimes opposing needs of today’s customers in order to fulfil their expectations.
Delivering a superior guest experience is a key focus for IHG. Building on the theme of this year’s IHG Trends Report, we have recently reached an important milestone for IHG® Rewards Club, which now has 100 million members. The largest hotel loyalty programme in the industry is truly global and offers the benefits of a powerful membership community, whilst also providing a personalised experience for members whenever they stay at an IHG hotel.”
The six best practices are:
The 2017 IHG Trends Report is the fifth in a series of reports that share insights into the changing world and provide best practices to help make brands fit for the future. The insights it contains are based on a series of related studies spanning a five-year period and involving nearly 40,000 interviews with travellers across the globe.
Since the first report in 2013, the series has examined developments including the transition from brand experiences to brand relationships in the hospitality sector; delivering global, local and personalised brand experiences; the growing importance for companies to build both brand and organisational trust and how to make membership meaningful at a time when loyalty is becoming ever more important to many industries.
The 2017 IHG Trends Report has been compiled in association with IHG’s long-time partner, Arcature, and through using its own research and observations as well as a variety of external, third party sources.
For more information on IHG’s 2017 Trends Report please visit www.ihgplc.com/trends_report