Editor’s Note: This post is part of our end-of-year “Moving the Needle" series aimed at helping hotels achieve greater success in 2017.Market and performance data are crucial guideposts in the hospitality industry, but consumer trends are becoming increasingly important.A new report from Sabre outlines the most relevant current trends in Europe and the Middle East, pinpointing four key mega-trends that are affecting the hospitality industry.Here’s our breakdown of the report, and how hotels can act on the data to court travelers.MEGA-TREND #1: Local Love
Travelers long to experience a sense of place. Local context is important, and is often accompanied by a sense of pride, tradition, and authenticity.Locally sourced products, service, and knowledge are highly regarded. In fact, a recent Nielson Global Brand Survey reveals nearly 75% of respondents say that a brand's country of origin is just as (if not more) important than other purchasing drivers. Local pride and quality are major factors that consumers look for and respond favorably to.Sabre further breaks down its "Local Love" category into two sub-divisions; open arms and celebration nation. Both of these sub-divisions are widely seen in both Europe and the Middle East, speaking to inclusion and the practice of welcoming people into localities and sharing their unique heritage as well as their national pride.
- Middle East - In the Middle East, brands are looking to help travelers connect with new places as well as the people who live there. In today's atmosphere of rising tensions, many brands are tackling common prejudices and replacing contempt with empathy. Technology is also being used to connect people with history and traditions that are otherwise vanishing.
- Europe - In Europe, brands are demonstrating the idea of open arms by implementing campaigns that promote inclusion and diversity. These brands also appeal to the idea of sharing cultural heritage with strangers, touting traditions that spark pride in locals. Major brands are helping support local artisans and businesses by teaming up to create and develop new services and products.
MEGA-TREND #2: Status Seekers
The status and recognition is universally pursued through the purchase of luxury goods and experiences. Consumers are increasingly interested in achieving status through the stories they can tell about the brands they patronize, putting more pressure on brands to have exciting, multi-dimensional backstories and causes.Consumers are looking for status stories, embedded generosity in the companies they support.
- Middle East - Being "in the know" is an increasingly important status symbol in the Middle East given the recent rise of individualism. Many consumers still look toward the most expensive goods with which to derive status, but experiences that offer built-in status stories are increasingly sought out. Philanthropy is an important part of religion in this part of the world so weaving philanthropy into business is also a great way to appeal to status seekers.
- Europe - Companys are working to create experiences that supercharge the typical offering of their competitors. Exercise classes on public transport while commuting to work and one-upping music festivals by adding a sleepover element are just some of the ways brands are giving consumers shareable stories as well as luxury experiences. As far as embedded generosity, consumers look for brands that meet their values and participate in charitable giving as a result of a luxury purchases.
MEGA-TREND #3: Infolust
Information is power. Today, consumers seek the most relevant and useful information available, aligning with brands that provide what they want in an actionable format.Users are seeking fast and informal information in short form, such as they see in texts, notifications, and alerts, giving them the basics in small, quickly digestible bites.
- Middle East - In the Middle East consumers are turning to digital services not only for information, but also for help to avoid danger and situation that put them at risk. Safety net initiatives aim to provide information to alleviate fears in what can be a tense region.
- Europe - In Europe brands are paying attention to the brands their customers interact with. What apps are they using to find answers and make decisions? These brands are focused on helping consumers save time and manage inconveniences and risk.
MEGA-TREND #4: Post-Demographic Consumerism
Don't rely too heavily on demographics. Demographics are becoming a less reliable predictor as consumers construct their lifestyles based on their own views.The digital age and access to a world of essentially limitless information is creating a consumer base that has little regard for traditional demographic conventions.
- Middle East - While the "new normal" is not as open as it is in Europe, the idea of how life "should" be lived is beginning to be resisted. As modernity in the Middle East increases, consumers are also looking for way to integrate faith into modern life through products and services that focus on connectivity between religion and modern living.
- Europe - Brands are investing in the "new normal" by initiating campaigns that make a commitment to support them. The inclusion of transgender models and transgender surgeries in healthcare benefits are some examples. Brand narratives are changing to encompass more modern ideas and attract new customer segments.
Understanding and adapting to these trends is a mark of what Sabre Hospitality refers to as "True Hospitality." The aim: for all areas of the hospitality industry to deliver on guest expectations by implementing innovations that are developed using insights from collected data on hospitality trends and specific consumer mega-trends.Essentially, your goal as a hotelier should to be to realize those trends through your guest experience.While focused on Europe and the Middle East, these consumer trends provide a picture that reveals the needs and desires of potential customers everywhere. Understanding these key factors can ultimately help you devise a creative plan for marketing and customer engagement.The takeaway; think beyond your basic demographics, aim to your brand image interesting, and work to create a company narrative that appeals to people in all walks of life.DOWNLOAD THE FULL REPORT FROM SABRE HERE
Editor’s Note: This post is part of our end-of-year “Moving the Needle" series aimed at helping hotels achieve greater success in 2017.Market and performance data are crucial guideposts in the hospitality industry, but consumer trends are becoming increasingly important.A new report from Sabre outlines the most relevant current trends in Europe and the Middle East, pinpointing four key mega-trends that are affecting the hospitality industry.Here’s our breakdown of the report, and how hotels can act on the data to court travelers.MEGA-TREND #1: Local Love
Travelers long to experience a sense of place. Local context is important, and is often accompanied by a sense of pride, tradition, and authenticity.Locally sourced products, service, and knowledge are highly regarded. In fact, a recent Nielson Global Brand Survey reveals nearly 75% of respondents say that a brand's country of origin is just as (if not more) important than other purchasing drivers. Local pride and quality are major factors that consumers look for and respond favorably to.Sabre further breaks down its "Local Love" category into two sub-divisions; open arms and celebration nation. Both of these sub-divisions are widely seen in both Europe and the Middle East, speaking to inclusion and the practice of welcoming people into localities and sharing their unique heritage as well as their national pride.
- Middle East - In the Middle East, brands are looking to help travelers connect with new places as well as the people who live there. In today's atmosphere of rising tensions, many brands are tackling common prejudices and replacing contempt with empathy. Technology is also being used to connect people with history and traditions that are otherwise vanishing.
- Europe - In Europe, brands are demonstrating the idea of open arms by implementing campaigns that promote inclusion and diversity. These brands also appeal to the idea of sharing cultural heritage with strangers, touting traditions that spark pride in locals. Major brands are helping support local artisans and businesses by teaming up to create and develop new services and products.
MEGA-TREND #2: Status Seekers
The status and recognition is universally pursued through the purchase of luxury goods and experiences. Consumers are increasingly interested in achieving status through the stories they can tell about the brands they patronize, putting more pressure on brands to have exciting, multi-dimensional backstories and causes.Consumers are looking for status stories, embedded generosity in the companies they support.
- Middle East - Being "in the know" is an increasingly important status symbol in the Middle East given the recent rise of individualism. Many consumers still look toward the most expensive goods with which to derive status, but experiences that offer built-in status stories are increasingly sought out. Philanthropy is an important part of religion in this part of the world so weaving philanthropy into business is also a great way to appeal to status seekers.
- Europe - Companys are working to create experiences that supercharge the typical offering of their competitors. Exercise classes on public transport while commuting to work and one-upping music festivals by adding a sleepover element are just some of the ways brands are giving consumers shareable stories as well as luxury experiences. As far as embedded generosity, consumers look for brands that meet their values and participate in charitable giving as a result of a luxury purchases.
MEGA-TREND #3: Infolust
Information is power. Today, consumers seek the most relevant and useful information available, aligning with brands that provide what they want in an actionable format.Users are seeking fast and informal information in short form, such as they see in texts, notifications, and alerts, giving them the basics in small, quickly digestible bites.
- Middle East - In the Middle East consumers are turning to digital services not only for information, but also for help to avoid danger and situation that put them at risk. Safety net initiatives aim to provide information to alleviate fears in what can be a tense region.
- Europe - In Europe brands are paying attention to the brands their customers interact with. What apps are they using to find answers and make decisions? These brands are focused on helping consumers save time and manage inconveniences and risk.
MEGA-TREND #4: Post-Demographic Consumerism
Don't rely too heavily on demographics. Demographics are becoming a less reliable predictor as consumers construct their lifestyles based on their own views.The digital age and access to a world of essentially limitless information is creating a consumer base that has little regard for traditional demographic conventions.
- Middle East - While the "new normal" is not as open as it is in Europe, the idea of how life "should" be lived is beginning to be resisted. As modernity in the Middle East increases, consumers are also looking for way to integrate faith into modern life through products and services that focus on connectivity between religion and modern living.
- Europe - Brands are investing in the "new normal" by initiating campaigns that make a commitment to support them. The inclusion of transgender models and transgender surgeries in healthcare benefits are some examples. Brand narratives are changing to encompass more modern ideas and attract new customer segments.
Understanding and adapting to these trends is a mark of what Sabre Hospitality refers to as "True Hospitality." The aim: for all areas of the hospitality industry to deliver on guest expectations by implementing innovations that are developed using insights from collected data on hospitality trends and specific consumer mega-trends.Essentially, your goal as a hotelier should to be to realize those trends through your guest experience.While focused on Europe and the Middle East, these consumer trends provide a picture that reveals the needs and desires of potential customers everywhere. Understanding these key factors can ultimately help you devise a creative plan for marketing and customer engagement.The takeaway; think beyond your basic demographics, aim to your brand image interesting, and work to create a company narrative that appeals to people in all walks of life.DOWNLOAD THE FULL REPORT FROM SABRE HERE
