Hotels 2020: Responding to Tomorrow's Customer and the Evolution of Technology
By Rohit Talwar CEO, Fast Future Research | August 14, 2011
Hotels 2020: Beyond Segmentation
The future of travel and tourism is being driven by a complex set of converging forces which are forcing the industry to think about how they might reshape the experience. As hoteliers respond to increasing economic turbulence and start developing strategies for the next decade, it is critically important to scan ahead, understand these key external drivers of change and identify the emerging opportunities that could shape the strategic agenda for the sector.
The Hotels 2020: Beyond Segmentation study set out to explore these 'future factors' and explore the implications for hotel strategy, brand portfolio, business models, customer targeting and innovation. The study placed particular emphasis on the impact of increasing personalization, emerging technologies and a changing economic outlook.
We used a range of primary and secondary research techniques to identify key drivers of change, emerging opportunities and evolving guest and traveler expectations. We also scanned widely for examples of how the hotel sector in particular was already innovating, for ideas on what future innovations might look like and for technology developments that could impact the industry.
We used these to suggest a range of future scenarios covering how guest behavior might change, what the implications might be for the services, facilities and technologies hotels would require and how hotel groups might evolve their strategies, business models and market positioning. We then tested guest and industry responses to these scenarios in a global survey with just over 600 respondents.
Drivers of Future Traveler Behaviour