It’s time to personalize the brand, report says
Print Edition
A FAST growing number of international travelers from emerging markets, such as the UAE, Brazil and China, are driving demand for personalized experiences delivered by trusted global brands while resonating with the local culture, according to a recent trends report released by InterContinental Hotels Group.
The report, which surveyed 7,000 business and leisure travelers from seven countries including the US, UK, Germany, Russia, China, Brazil and the UAE, has found that the global and local dimensions of brands no longer offer enough on their own. Global brands must be personal, too, by adapting products and services that are different from one person to the next. Consumers want the reliability, safety and authority of global brands with the reflection of their local and regional values and they want their personal uniqueness respected and addressed.
While the rise of personalization has increased consumer expectations across all industries, this is especially true for travelers in emerging markets, according to the report.
The “new global explorers,” a new group of travelers originating from emerging economies, have higher expectations for personalization than travelers from developed markets, with 78 percent of Russia and 64 percent of Chinese expecting a hotel to tailor the experience they have to their personal needs, compared to 43 percent of US and 42 percent of UK travelers.
The report has also found that in emerging markets, one of the biggest benefits of personalization is that it makes them feel more respected by the brand. For instance, 62 percent of Chinese travelers agree that personalization makes them feel respected, compared to 39 percent of travelers from all countries surveyed.
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