IHG Hotels & Resorts Survey Reveals Popularity Of Personalized Hotel Experiences
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A pan-India survey commissioned by IHG Hotels & Resorts, as part of the launch of their ‘Guest How You Guest’ global loyalty campaign, revealed results. The aim is to better understand how consumers like to enjoy their time as hotel guests.
With a total sample size of 5000 respondents including male (52.7%) and female (47.3%) from age groups of 18 – 65, the survey aimed to explore preferences and desires of guests during hotel stays. It revealed how hotel guests value a more personalized experience that allows them to be totally themselves.
The results revealed that 58% of respondents enjoy room services in hotels while 53% of guests are fond of selection of food available at in-house restaurants and the facilities such as pool, sauna stands at 50%. Meanwhile, 40% of respondents enjoy in-room entertainment available in hotels for a satisfactory stay.
It also revealed that 93% of guests feel they can completely be themselves while staying at hotels. While 56 per cent feel they are always relaxed during their stay and 34 per cent of respondents feel completely at home during their hotel stays, 12 per cent worry that their kids may misbehave and cause disturbance to other guests. The insightful survey also showcased the popularity of a personalized hotel experience (79%), that IHG Hotels & Resorts is seeking to celebrate with the launch of their ‘Guest How You Guest’ campaign.
IHG also created a series of ‘hotel guest archetypes’ as part of the research. Amongst these, 31 per cent are “memories-makers”, focusing on creating memorable experiences and touristing around the local area and 23 per cent classed themselves as a “groupie”, most likely to relax and enjoy the company of family and friends. 17 per cent admitted to being “party people”, using the pool by day and going for drinks at night, while 16 per cent were “romance-lovers”, enjoying luxurious, romantic trips with their partners, and finally, 10 per cent are “explorers”, going off the beaten track to discover new experiences.
Sudeep Jain, Managing Director, South West Asia, IHG Hotels & Resorts commented, “The hospitality industry in India is ever evolving and growing at a very rapid pace, catering to diverse guest preferences across business and leisure segments. Guests remain the focal point of all our services, and thus it is imperative for us to understand their needs, desires and preferences to deliver what they’re looking for the most. It has been very insightful to understand that guests value personalized services at hotels the most”.