Close

Cart

Total $0.00

Checkout

Davos, Monday 16th January 2017: 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:

  • The Paradox of Separate but Connected: Seeking a constant belonging with people, brands and places, while also seeking individuality and the desire to communicate uniqueness of self
     
  • The Paradox of Abundant Rarity: A desire for luxury to be both scarce and available
     
  • The Paradox of Seeking a Better Me and a Better We: Seeking personal self-improvement, while seeking public, civic or global improvement
     
  • Do It Myself and Do It for Me in My Way: A desire to be in control while not being the controller
     

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:

  1. Aim for Integration Rather than Balance: Balancing conflicting customer needs is not enough; a better holistic experience needs to be created through the integration of these opposing needs
     
  2. Use Needs-driven Occasion-based Segmentation for Superior Business Management: Segmentation is not solely a marketing tool, but needs to be a core part of a company’s thinking
     
  3. Communicate with Conversation: Brands must listen to customers to understand their needs and communicate with them in a way that makes the experience more meaningful to them as individuals
     
  4. Manage the brand’s multi-dimensionality:  A brand must include relevant and differentiating features as well as functional, emotional and social benefits. The combination of these builds a distinctive brand character
     
  5. Develop ambidextrous brand-business teams: A brand needs teams that include divergent thinkers, with individual strengths and passions, who can also work in an integrated manner to create the cohesive initiatives that drive brand success
     
  6. Address the Paradox of Brand Control: Businesses must not give up control of the brand to the external world, yet they must allow the consumers have their say and help influence the brand’s reputation
     

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

About IHG

IHG® (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global organisation with a broad portfolio of hotel brands, including InterContinental® Hotels & Resorts, Kimpton® Hotels & Restaurants, HUALUXE® Hotels and Resorts, Crowne Plaza® Hotels & Resorts, Hotel Indigo®, EVEN® Hotels, Holiday Inn® Hotels & Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites®.

IHG franchises, leases, manages or owns nearly 5,100 hotels and more than 750,000 guest rooms in almost 100 countries, with nearly 1,500 hotels in its development pipeline. IHG also manages IHG® Rewards Club, the world’s first and largest hotel loyalty programme, with nearly 99 million members worldwide.

InterContinental Hotels Group PLC is the Group’s holding company and is incorporated in Great Britain and registered in England and Wales. More than 350,000 people work across IHG’s hotels and corporate offices globally.

Visit www.ihg.com for hotel information.

Contact: Jovana Lakcevic

Jovana.Lakcevic@ihg.com / +44 (0) 1895 512 864

Related News

Q2 2017 Financial Reports Round Up - Part 5: Marriott, IHG, Ryman, Xenia, Belmond

IHG Appoints Marvin Alballi as Director of Restaurants and Bars - India, Middle East, Africa (IMEA)

IHG and Pro-invest Group Partner for First EVEN Hotels Property in New Zealand Set to Open in 2020

Consorcio Hotelero GR5 and IHG Open New Crowne Plaza Hotel in Puebla, Mexico

Hotel Indigo Bali Seminyak Beach Opens in Indonesia with General Manager Guillaume Epinette at the Helm

IHG Opens 44-story, 596-Room Holiday Inn Express Waikiki Hotel, the Largest Holiday Inn Express Property in the Americas

IHG® Appoints David Todd as Senior Director, New Hotels-IMEA

Owned by African Sun Limited, Holiday Inn Opens in Mutare, Zimbabwe

IHG Signs with Criterion Capital for Hotel Indigo London - One Leicester Square Slated to Open Late 2017

ANA InterContinental Beppu Resort & Spa to Open in 2019 Marking Japan's First Luxury Onsen Resort

IHG to Launch New Midscale Brand With Details to Be Revealed Later This Year

IHG Opens Hotel Indigo Warsaw - Nowy Swiat in Poland with General Manager Grazyna Kania at the Helm

IHG and Pro-invest to Bring Holiday Inn Express to the Heart of Melbourne with 2020 Opening of Holiday Inn Express Melbourne Little Collins

IHG Reports Q1 2017 Global Comparable RevPAR Increased 2.7%; Enhanced Global Scale 3.4% by Opening 7K Rooms

Richard Solomons, IHG's Chief Executive Officer to Retire and to be Succeeded by Keith Barr, Chief Commercial Officer

IHG and Graves Hospitality Reach Construction Milestone at InterContinental Hotel Coming to Minneapolis-St. Paul International Airport

IHG Signs with Grucaba SAC for New-Build Holiday Inn Property in Lima, Peru

IHG Notifies Guests of Payment Card Incident at IHG-Branded Franchise Hotel Locations in the Americas Region

IHG® Appoints Rajit Sukumaran as Chief Development Officer in AMEA

IHG Signs with VHM Hotel Management to Develop Holiday Inn Warsaw West Station in Poland

All News »

Please login or register to post a comment.