IHG Travel Trends Report
InterContinental Hotels Group (IHG) has released the 2012 Travel Trends Report, featuring insights into the travel and lifestyle habits of its consumers worldwide.
IHG looked into the social profile behind its guests who booked a staggering 153 million room nights in 2012 and pinpointed five directions:
• Remapping – a rise in populated areas outside of main city centres and more smaller city developments. Spas are now more likely to be seen in urban areas rather than country retreats.
• Brain Spa – consumers have a growing appetite to expand and maintain their intellect, and will travel to do so.
• Demo-Luxury – there is a new type of luxury; it no longer means high-cost but more ‘everyday indulgence’.
• The Interest of Things – the internet is moving out of conventional devices and into the mobile arena, particularly for the provision of goods and services; the idea of ‘from tablet to table’ is born.
• People Play – consumers will be loyal only if brands play nicely. The total spend on loyalty-based game applications will rise to $1.6bn globally by 2015.
The report’s long-term forecast suggests that in the future, consumers will travel virtually baggage free, being able to rent or buy clothing and other items from hotel lobbies via tablets and smartphones. It also illustrates the hospitality industry’s need to invest in ‘brain’ or wellness menus sooner, rather than later.