InterContinental Hotels & Resorts has released the findings of its ‘Psychology of Luxury’ study, a first-of-its-kind survey examining attitudes and perceptions towards luxury experiences, sophisticated dining, bespoke design and personalised services, as well as guests’ lifestyle priorities, purchase intent and behavioural motivators.
Across seven cities within the Asia, Middle East and Africa (AMEA) region, including urban hotspots like Abu Dhabi, Bali, Bangkok, Singapore and Sydney, the Club InterContinental ‘Psychology of Luxury’ survey examined attitudes and perceptions towards luxury experiences, sophisticated dining, bespoke design and personalised services, as well as guests’ lifestyle priorities, purchase intent and behavioural motivators.
Gathering insights from close to 200 affluent and discerning world travellers and guests ages 30 to 50, the findings revealed that happiness is rooted in the satisfaction of good service, dedication to quality and bespoke personalisation.
According to nearly 80% of those surveyed guests, key service qualities must be attentive, available and bespoke, while close to 60% of respondents are looking for rare, bespoke and unique experiences to make them happy.
Commenting on the results of the survey, Lara Hernandez, CCO, IHG, Asia, Middle East and Africa said; “We designed this survey in order to investigate the different emotional responses and preferences our guests have to luxury and sophisticated experiences, particularly within food, design and service”.
Expanding on the theme, Ms Hernande added “It’s encouraging for us to see that a luxury experience, bespoke service and quality have such a positive response ranging from relaxation to contentment as well as a sense of calm and confidence. Our Club InterContinental offering is more than a room category, it is an elevated standard of hospitality designed around end-to-end bespoke service and exclusive privileges and is perfectly in line with the discerning needs of modern affluent travellers.
Our survey gives us even more insights into our guests, their preferences and what they expect from a luxury experience.” Regarding the influences that motivate people to indulge in a luxury experience, almost 60 per cent of guests are driven by rarity, bespoke and uniqueness; over 22 per cent claimed social influence from family, peers and friends; 10 per cent see it as a mark of social success and 9 per cent enjoy the recognition and attention that comes from these experiences.”