An article appeared on emc Publications website for Alberta Hospitality titled “IT’S ALL ABOUT PSYCHOGRAPHICS: Ten Consumer Trends Impacting the Hospitality Industry” written by Dr. Simon Hudson, a Professor in the Haskayne School of Business at the University of Calgary.
In his article, Dr. Hudson writes:
“The hospitality industry must keep up with the marketing Joneses to stay on top of behavioural trends. In any business, success is dependent on managers and decision-makers gaining a clear grasp of the volatility of the consumer. The hospitality industry is no different. In a recent Alberta Hospitality magazine article, tourism professor and consultant Dr Simon Hudson from the University of Calgary highlights the key consumer trends impacting our industry, and describes how some forward-thinking hospitality organizations are responding to these changes.
In a nutshell, today’s tourist is looking for a memorable experience rather than a holiday, and is seeking authenticity, nostalgia, spiritual and mental enlightenment, convenience and spontaneity, all packaged and delivered in safe, customized, healthy, green wrapping with a high level of customer service” says Hudson.
The ten key trends Hudson identifies are:
Trend 1: Learning and Enrichment
Trend 2: Environmental awareness
Trend 3: Health Consciousness
Trend 4: Customization
Trend 5: Convenience and Speed
Trend 6: Authenticity
Trend 7: Spiritual Enlightenment
Trend 8: Service Quality
Trend 9: Safety and Security
Trend 10: Experiences
However, Hudson warns that understanding consumer trends is merely the first stage of successful marketing. Hospitality marketers must respond to consumer desires by carefully segmenting their markets, targeting them with innovative, cutting-edge communications, and then finally delivering those memorable experiences that will encourage loyalty and positive word of mouth - and ultimately higher profits!”
The full article is on the Alberta Hospitality website at http://www.emcmarketing.com/abh/win07/psych.html
