Technology provider Sabre Corporation has released a study that reveals new consumer shopping and buying trends emerging among European and Middle Eastern consumers that could present new opportunities for hotels in 2017.
Providing hotel reservations, distribution and marketing technology to more than 32,000 hotel properties around the world, Sabre undertook the research to help its hotel customers plan business and marketing strategies in 2017 and beyond. It is part of a series of research studies Sabre has released this year to help the travel industry foster a more connected and personalised travel experience for consumers.
The four trends are: Status Seekers, the desire for status and recognition; Local Love, taking pride in locality and embracing local products and services; Infolust, the appetite for timely, relevant and actionable information exchange to solicit more personalised services; and Post-Demographic Consumerism, beyond what the society says consumers are or should be.
“In today’s fast-paced world, emerging consumer trends can quickly go beyond a niche, early-adopter group and impact a large portion of consumers and travellers, across regions, styles and inclinations”, said Richard Wiegmann, managing director and chief commercial officer, Sabre Hospitality Solutions, Europe, Middle East and Africa.
“Hotel brands that learn, understand and can innovate around these emerging trends will strengthen their customer relationships by providing experiences that go above and beyond what guests expect. This is the first step for hoteliers to stay up-to-date with changing consumer needs and provide true hospitality.”
The full study is available for download at this link.
Sabre’s study was carried out in collaboration with TrendWatching, a company that tracks emerging patterns in consumer behavior, attitude and expectations.