Every few years, a disruptor comes along in every industry—and it seems like one has now arrived in the hotel space. While living in San Diego in 2015, Amanda Szabo realized two things. Known for its beaches, parks, and inviting climate, San Diego had some incredible hotels to choose from, and this was as close to 'living in a vacation' as she would get.
Within the hospitality industry, we are frequently introduced to new, wide-spread economic trends. First, it was the "Mobile Era," then we got to know the "Age of the Consumer" and the "Experience Economy," and now, the term on everyone's mind? The "Expectation Economy.
Almost daily, employees enthusiastically circle a web address at the bottom of our receipt for us to complete a customer service survey, promising a chance to win a trip for two to some far-away beach, or maybe a shopping spree.
There's a popular saying that reads, "Identity influences behavior." This proves to be an especially important understanding of hospitality. As industry leaders work to identify (and cater to) the entirety of the guest journey, from pre-stay to post-stay, we are constantly faced with the question like: What do guests want most, and why? What is their motivation for traveling? What makes an exceptional trip? Modern guest loyalty, after all, is earned, not given.
In almost any industry, the success of a brand can be tied back to its ability to understand and pro-actively appeal to consumer buying behaviors. Anticipating that behavior often requires an in-depth dive into consumer preferences, and an on-going understanding of how those preferences and expectations vary across groups, scenarios, and other key differentiators.