They’re tech-savvy, experienced-focused and expect a certain level of personalization from booking to check-out. Here are five trends shaping customers thought patterns right now, and how your brand can harness them…
#1: Customers are prioritizing new experiences over consistency
“Access is becoming the new ownership… our bling isn’t our house or our car, it is the theatre of Instagram and the experiences we are having in the world.” So says Airbnb founder Brian Chesky, whose $30bn global rental giant is now offering a range of tours and learning experiences from truffle-hunting to pottery classes.
Hotel groups have been making moves of their own, such as Conrad’s Stay Inspired initiative, which offers a series of “under-the-radar experiences not found in a guidebook”. Similarly, Marriott has experimented in recent years with pop-up rooftop bars (London’s Roofnic), locally-sourced food and independent coffee shops in lobbies, helping to transform how the brand is perceived among younger demographics.
This isn’t just an on-property challenge – it extends into the digital world too. Instead of just writing up experience initiatives in blog posts and events calendars, harness them in your merchandising. Identify the prospects that might be interested in them, and serve up related offers that will encourage conversions and drive up booking values.
#2: Customers are increasingly empowered yet brand disloyal
The advent of one-click shopping, on-demand services and price comparison sites have all conspired to make today’s consumers the savviest in history. They expect same-day delivery, know where to hunt for the best deals, and demand more from companies than ever before. Despite becoming more discerning, their brand loyalty has slumped. A recent study by Accenture (pdf) found 77 percent of respondents admitted retracting brand allegiance quicker than they did three years ago.
Hoteliers can combat customers promiscuity by allowing guests to choose specific rooms, providing access to log in and save their preferences or employing a virtual concierge to deal with customer queries while booking.
