InterContinental: The Psychology of Luxury

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4/10/2017

Singapore - An unforgettable and bespoke luxury experience, with an emphasis on exceptional service, are key to positive emotional wellbeing, according to a new study conducted by InterContinental Hotels & Resorts among its Club InterContinentalguests as a continuation of its exploration of Stories of the InterContinental Life.

Across seven cities within the Asia, Middle East and Africa (AMEA) region, including urban hotspots like Abu Dhabi, Bali, Bangkok, Singapore and Sydney, the Club InterContinental 'Psychology of Luxury' survey examined attitudes and perceptions towards luxury experiences, sophisticated dining, bespoke design and personalised services, as well as guests' lifestyle priorities, purchase intent and behavioural motivators.

Gathering insights from close to 200 affluent and discerning world travellers and guests aged between 30 to 50 years, findings revealed that happiness is rooted in the satisfaction of good service, dedication to quality and bespoke personalisation.

Commenting on the results of the survey, Lara Hernandez, CCO, IHG, Asia, Middle East and Africa said; "We designed this survey in order to investigate the different emotional responses and preferences our guests have to luxury and sophisticated experiences, particularly within food, design and service.

"It's encouraging for us to see that a luxury experience, bespoke service and quality have such a positive response ranging from relaxation to contentment as well as a sense of calm and confidence. Our Club InterContinental offering is more than a room category, it is an elevated standard of hospitality designed around end-to-end bespoke service and exclusive privileges and is perfectly in line with the discerning needs of modern affluent travellers. Our survey gives us even more insights into our guests, their preferences and what they expect from a luxury experience."

Regarding the influences that motivate people to indulge in a luxury experience, almost 60 per cent of guests are driven by rarity, bespoke and uniqueness; over 22 per cent claimed social influence from family, peers and friends; 10 per cent see it as a mark of social success and 9 per cent enjoy the recognition and attention that comes from these experiences.

"Motivation to revisit a luxury experience was dominated by being satisfied by good service, demonstrating a need to constantly keep this as a top priority. Our dedicated Club InterContinental team ensure that our guest experience is personalised wherever possible, and this starts before the trip with a pre-arrival experience to address any needs and preferences of our guests and continues throughout their stay whether in the Club InterContinental Lounge, Club InterContinental rooms and personal recommendations on what to enjoy in the location," added Hernandez.

The survey results highlighted a variety of different service requirements with 28.9 per cent of guests wanting attentive service, 25.9 per cent preferring service that is readily available, 22 per cent desiring bespoke, 18.3 per cent enjoy subtle and 4.7 per cent being more inclined to prefer very little service interaction until they expressly ask for it.

With Club InterContinental, available at over 70 destinations and over 120 InterContinental hotels and resorts globally, guests can expect a perfect end-to-end luxury experience tailored to their personal preferences by a dedicated Club InterContinental team at each InterContinental hotel and resort. The Club InterContinental manager gets in touch prior to guests' arrival to address any specific needs and preferences to plan ahead and ensure the stay goes smoothly. Upon arrival at the airport, Club InterContinental guests who book a chauffeured car service to the hotel or resort can enjoy complimentary wireless internet, refreshing cold towels, complimentary water and newspapers as well as a tablet pre-loaded with hotel and local information to stay connected throughout the journey.

They are personally greeted at the hotel or resort and escorted to the Club InterContinental Lounge for check-in to their luxurious Club InterContinental room. Available for Club InterContinental guests and an additional guest at no extra charge, the exclusive Club InterContinental Lounge offers a superb complimentary breakfast selection, a delightful afternoon tea, as well as sophisticated cocktails and locally-inspired canapés in the evening. Other premium services Club InterContinental guests can enjoy include complimentary clothes pressing and a later check-out time so they can enjoy the benefits a little longer.