5 Insights into Understanding Consumers with IHG's Trends Report (2016)
InterContinental Hotels Group (IHG) has launched an update to its yearly Trends Report and this year, the hotel chain giant has revealed 5 major insights to understanding consumers in The Age of I at the World Economic Forum (WEF) in Davos, Switzerland.
HUALUXE Yangjiang City Center | Photo Credit: InterContinental Hotels Group
Recognising the growth of social media, IHG understands that there is an increasing demand from consumers to belong to a like-minded community for the purpose of sharing opinions and insights as they connect around their experience of a brand. The IHG’s 2016 Trends Report highlights how brands can manage this challenge and make membership meaningful for consumers by creating Membership Communities. To do this, brands need to recognise the universal need of the community as well as, through personalisation, what resonates with individual members - their likes and dislikes, what they need and when they need it.
Key highlights from the 2016 Trends Report:
- The Essentials for building Membership Communities
- The difference between "Signing In" and "Signing On"
- "One-Think Decision Making" in the world we live in now
- The universal need for belonging and Corporate Social Responsibilities
- The importance of a brand's corporate culture in the building of successful Membership Community
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