It鈥檚 time to personalize the brand, report says
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.
- About Us
- |
- Terms of Use
- |
-
RSS
- |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 娌狪CP璇侊細娌狪CP澶05050403鍙-1
- |
- 浜掕仈缃戞柊闂讳俊鎭湇鍔¤鍙瘉锛31120180004
- |
- 缃戠粶瑙嗗惉璁稿彲璇侊細0909346
- |
- 骞挎挱鐢佃鑺傜洰鍒朵綔璁稿彲璇侊細娌瓧绗354鍙
- |
- 澧炲肩數淇′笟鍔$粡钀ヨ鍙瘉锛氭勃B2-20120012
Copyright 漏 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.