Briefing: The changing face of the consumer
Growing complexities in the contemporary environment don’t help in trying to paint a picture of your consumer. Technology, and more specifically the Internet, has opened up a wealth of opportunities but, some would argue, also a plethora of headaches.
Consumers are being seen to completely change the way they purchase everything. Hotel brands have to be malleable to this in order to retain loyal customers as well as attract new ones.
Experts this week discuss this change in the way consumers behave and the new ways of appealing to them:
- Sir Nigel Knowles, co-CEO of DLA Piper on the fundamental shift consumers have taken, away from traditional behaviours.
- Ed Fuller, former CEO & MD of Marriott International on appealing to a consumer with multiple brands.
- Kingsley Seevaratnam, of Westmont Hospitality Group, on the new found sophistication consumers bring to the table.
- And Prof. Ian Goldin, of Oxford University on the fine line organisations walk when using technology.
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