Report

Amadeus-IHG research: Three new trends for hospitality industry to pursue

By Shamayita Bhattacharya

The newly discovered research study reveals that three trends must be followed by the hospitality industry to satisfy the demands of future consumers. The changes are likely to be found as guest insight, optimization of technology and achievement of cult status at scale.

The beginning of the end for room types

Traditional room types have been a tried and tested formula for the hotel industry all over the world. The new Amadeus-IHG research has explored the key trend regarding hotel room types. The new trend signifies the emergence of attribute based booking. This will allow the guests to select the individual components of their room.

The emergence of tech-augmented hospitality

The guests should be served by the hospitality providers in a more connected way. There should be balance between human interaction and tech-augmented hospitality solutions. The study suggests how technology should be used in providing unprecedented levels of service to the guests at scale.

Achievement of Cult Status at Scale

The services usually reserved for the luxury or boutique hotels or consumer brands will be available for all. Hospitality providers need to understand the individual guest requirements and often offer unique and unforeseen surprises. Technology must be used in order to value ongoing guest relationships if they want to perform at scale.

Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus, said, ‘Amadeus is committed to partnering with leading players like IHG to shape the future of hospitality. We hope that this research will prompt industry debate and discussion as it demonstrates the significant opportunity that technology offers hospitality providers to enhance the guest experience and their business.’

Chris K Anderson, Director, Center for Hospitality Research, Cornell University, remarked, ‘The hospitality industry is on the cusp of a new chapter. Guests are seeking richer individual relationships and seamless experiences with their hospitality providers, and are willing to share more data and insights than ever before.’

Commenting on the nature of changes within the hospitality sector, George Turner, Chief Commercial and Technology Officer, IHG, said, ‘Modern expectations around travel continue to become more complex and sophisticated, with shifting consumer dynamics and increasingly intelligent technology pushing the boundaries of what is possible. IHG has proven itself to be pioneering and ambitious over many decades and this paper offers perspective on how the hotel experience could further evolve in the not too distant future.”

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