Hotels must adapt for the future warns 2020 research

The world's hotels must embrace extreme personalization to address intense global competition, according to the latest research from Fast Future.

Guests want far more say over the delivery of the hotel experience says Rohit Talwar
Guests want far more say over the delivery of the hotel experience says Rohit Talwar

The results of Hotels 2020: Beyond Segmentation, a study conducted on behalf of travel technology company Amadeus, were unveiled to the hotel industry by Fast Future Research chief executive Rohit Talwar at the offices of Visit London on 10 November.

Drawing on a combination of research, interviews, workshops in Delhi and Dubai and a global survey of 610 respondents, key findings show how the guest of the future will be able to tailor every aspect of their experience including technology, hotel services, the bedroom, the journey, pricing and communications.

Talwar said: "What’s becoming very clear is that guests want far more say over the delivery of the hotel experience. In response, what we see is a shift from neatly defined customer segments to a more fragmented set of service spectrums that will demand hotels act in a way that is guest-focused, personal, connected and informed. This also opens the door for more partnerships with luxury and high street brands to enter the hotel market to create highly differentiated brand experiences."

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