IHG goes beyond demographics to meet the needs of its guests

Check out these edited highlights of a presentation delivered by Chief Information Officer of InterContinental Hotels Group.

He covers a number of the principles we hold dear but misses a critical one.

At the SKIFT Global Forum (October 2015) Eric Pearson explains that demographics are not a good predictor of behaviour and to look beyond them to meet the needs of traveller types and occasions. He also explains the importance of engaging guests throughout the entire journey.

Where his ideology falls short is the critical need to ensure that the guest (consumer) experience should be consistent, enjoyable and accessible irrespective of age. To achieve that requires a Lifetime CX mentality.

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