Hoteliers must anticipate evolving traveler needs

Seven in 10 travelers are “much more likely” to choose and remain loyal to the hotel brands they see as being preference-led, according to the latest ISHC survey

Oct 11, 2023

Travel and hospitality brands have made significant strides in utilizing traveler preferences to create tailored experiences, but there is untapped commercial value in taking these efforts to the next level, according to a new survey by the International Society of Hospitality Consultants (ISHC).

Key takeaways

  • Insights must be rapid, fresh and readily accessible, not sluggish, stagnant and incomplete;
  • Modern insights projects cannot be siloed, one-and-done experiences. They must be constructed in rapid iterative phases, propelled by collaborative real-time refinement as each edition of results becomes available;
  • Travel brands need to change their internal culture around customer insights and invite customers to have a seat at the decision table, right next to budgets.

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