InterContinental Hotels Group has published a report based on responses from 7,000 global travelers that enabled them to single out how significant is what they name the '3D' trend in guest experiences. '3D' encapsulates the issues of personalized and local experiences that have risen in demand through the availability of technology, along with the security and quality of staying with a global brand. Given the rise in arrivals from emerging markets, it also important to note IHG's finding that these travelers expect personalization to a higher extent."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. But our research shows that the rise of personalisation 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", comments IHG CEO Richard Solomons.IHG has addressed this trend by rolling out new brands: HUALUXE, an international brand specifically for the Chinese market; and EVEN, a holistic wellness brand.
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