Trends hotels should watch: Amadeus
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An Amadeus-commissioned study has identified globalisation, a new breed of customer and new technologies as three key drivers for the hotel industry.
On globalisation, the study found that emerging markets - particularly Russia, India, China and the Gulf - offer significant opportunities, but cannot be treated as a homogenous whole.
For example, customers from China will search for, plan and book a hotel in a different way from customers from Russia. The notion of brand integrity is crucial: hotels will need to supply consistent service in a global environment, while adapting to support customers with new cultural background and sensitivities in local markets, the report said.
It also found that better-informed travellers will expect experiences to be built around their personal needs.
The more demanding customer of the future will want to engage with a hotel across all touch points where appropriate.
“Hotels will need to capture and store more data, yet access to it must be faster and more targeted in order to personalise the guest experience,” the report said.
New technologies will continue to provide opportunities to personalise the experience and improve operational performance.
“Although the use of smaller devices for booking is not yet commonplace, it is anticipated the technology platforms used by hospitality companies must support and enable all user interactions to integrate in the future, from phone to fax to PC to PDA to mobile,” the report said.
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