Doha: IHG Hotels & Resorts has revealed the Qatar results of a pan-Arabic survey commissioned to better understand how consumers like to enjoy their time as a hotel guest, as part of the launch of its global “Guest How You Guest” campaign – which aims to amplify true-to-life travel moments and celebrates individuality – encouraging guests to be themselves.
The survey aimed to explore guest preferences and desires during hotel stays generally. The insightful survey also revealed guests want to be their true selves when staying at a hotel – to stay the way they want to – something that IHG Hotels & Resorts celebrates. The company’s newest global campaign, Guest How You Guest, is a celebration of hotels and taking a break from having to do it all. IHG is passionate in its belief that when people are taken care of – they feel free to be themselves and live their best lives.
Qatar’s survey results revealed what guests from the country are looking for in a hotel experience, with the three most popular features of a hotel stay rated as the facilities (pool, sauna) at 50 percent, entertainment options (38 percent) and room service (30 percent). Meanwhile more than a fifth of respondents enjoyed not having to clean up after themselves (23 percent), while 13 percent said they enjoy not having to cook for themselves.
Also, 69 percent of respondents in Qatar rate a personalised experience as 8-10 out of 10 in its value to their stay in a hotel.
More than seven in 10 respondents agreed they could be totally themselves when staying in a hotel (71 percent). Yet only 30 percent felt they are completely relaxed during a hotel stay, compared with 61 percent from the UAE, for example, with 30 percent who are worrying that their kids will misbehave and be a disturbance to other guests.
IHG also created a series of ‘hotel guest archetypes’ as part of the research. Amongst these, 36 percent classed themselves as a “groupie”, most likely to relax and enjoy the company of family and friends, while 27 percent are “memories-makers”, focusing on creating memorable experiences and touristing around the local area. Only 10 percent admitted to being “romance-lovers”, enjoying luxurious, romantic trips with their partners, while 20 percent are “party people”, using the pool by day. Only 5 percent said they are “explorers”, going off the beaten track to discover new experiences.
Earlier this year, IHG introduced IHG One Rewards - the brand’s new loyalty program - empowering members with more choice, value, and richer rewards than ever before. The reimagined loyalty program connects IHG One Rewards members to IHG Hotels & Resorts’ growing portfolio of 6,000 hotels and 17 brands, including one of the largest Luxury & Lifestyle collections in the world.
Haitham Mattar, Managing Director India Middle East & Africa at IHG Hotels & Resorts commented: “The IMEA tourism and hospitality industry offers tremendous opportunities and the country is known to welcome diverse guests travelling for business and leisure. The needs, desires and preferences of our hotel guests are constantly evolving, and therefore it is fundamental for us to deliver what they’re looking for the most — a personalised, individualised experience. We care for our guests and we know each and every one of them is unique, and with our reinvigorated loyalty programme, IHG One Rewards, members can tailor the way they use their points to best suit them”.
IHG Hotels & Resorts has transformed its loyalty programme to cater to the changing desires and needs of guests across its brands including Hotel Indigo, voco, Crowne Plaza, InterContinental, Holiday Inn and Kimpton, amongst others.
