InterContinental Hotels Group (IHG), the world’s largest hotel company, unveiled a survey that polled 7,000 travelers, finding that hotel brands must deliver global, local and personalized experiences to obtain guest loyalty going forward.  

The report found that combined, these elements represent what the company calls 3D.

“This report marks a step-change in the thinking that has dominated the travel and hospitality industry over the last two decades. Hotel brands have traditionally concentrated on being 2D – how to be both global and local,” Richard Solomons, IHG’s chief executive in a statement. “But our research shows that the rise of personalization means brands must be 3D in order to build both trust and lasting relationships with guests and to win in a highly competitive global market.”

The company has developed two brands – Hualuxe Hotels & Resorts and Even Hotels – to accommodate the 3D traveler. Hualuxe was founded as the first brand targeting Chinese travelers. Even Hotels was created as a “holistic wellness brand.” 

The report found that travelers “expect global brands to be relevant in terms of local tastes, customs and cultures,” which is particularly important to those from emerging markets. Sixty-eight percent of travelers from Brazil, 60 from the UAE and 58 percent from China disagree with the statement that “a global brand can never be a good fit with local culture.” 

Fifty-nine percent of all travelers said personalization makes their hotel stays more comfortable. Fifty-four percent said increased comfort makes them feel more recognized by the brand. Chinese travelers (62 percent) believe that personalization makes them “feel more respected” compared to 39 percent of travelers from all other countries. 

Sixty-two percent of millennials said that being able to access such personal content as films or music would prompt them to return to a hotel compared to 55 percent of travelers of all ages.  

Seventy-two percent of travelers older than 65 would return to a hotel that featured healthy food and beverage choices versus 61 percent of millennials.

Sixty-four percent of Chinese and 62 percent of Brazilians “expect a hotel to tailor the experience they have to their personal needs,” compared to 43 percent of U.S. and 42 percent of U.K. travelers.  
Travelers from Russia (60 percent) and China (54 percent) “look to a global brand for an assurance of quality,” compared to 40 percent from the U.S. and U.K.

Eighty-two percent of Chinese and 69 percent of Russians also believe that a global brand won’t misuse personal data. 

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