Change is happening within the hotel business - the industry is being confronted by new challenges from an expanding number of consumers who have stopped paying attention to manicured travel experiences on social media. With micro-influencers paving the way for crafting authentic and honest stories today, the power of sharing real, human experiences is undeniable for hotels to reach new audiences.
IHG Hotels & Resorts is leading that development. Kimpton Hotels & Restaurants part of IHG Hotels & Resorts' Luxury & Lifestyle Collection conducted a global survey on consumer sentiment on social media content of travel brands and traditional travel influencers late last year. Its findings - sampled from more than 4,000 participants from Japan, Australia, the United Kingdom and the United States detail an inconsistency between current travel content on social media and the aspirations of today's consumers.
It led to the discovery of an overwhelming response for authentic and wide-ranging travel content, and how the pressure to produce more social media-worthy content dampened consumers' travel experiences. For instance, 76% of respondents felt the need for more realistic depictions of travel content on social media. A third felt that current offerings were not meeting their travel style or needs, while 21% were unsure if travel content on social media accurately depicts varying travel styles.
Instead, consumers are urging travel brands to do more to broaden their list of content creators. The findings elucidated a desire for a roster of diverse and inclusive influencers with experiences that suit the many variations of personal travel styles.
Denne historien er fra March 2023-utgaven av MEN 'S FOLIO Singapore.
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Denne historien er fra March 2023-utgaven av MEN 'S FOLIO Singapore.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
An Electrifying Ride
With a pack full of features, the Mercedes-Benz EQS 450 4MATIC SUV promises luxurious, joyful and fuss-free journeys.
Full Circle
The Macallan travels back in time with the TIME:SPACE to celebrate 200 years of whisky-making mastery.
Maturity in Spirit
The Glenrothes' revamped Core Collection mirrors our human bildungsroman, revealing the artistry behind the maturation process with its latest pop-up.
Benvenuto a Locanda
There is no experience more impactful than an honest meal and earnest hospitality, so Locanda makes for an appealing culinary stopover that should not be missed.
A Genuine Article of Fusion
Quenino by Victor Liong is the resident fine-dining hideout of Artyzen Singapore, its degustation menu showcases the best of Asian cuisine melded with contemporary Western savoir-faire.
The Last Word
As the Official Timekeeper for the Olympics, there is a tremendous onus that comes with the role. After all, the Olympics is the world's stage where human excellence is measured down to the minutiae. By that standard, OMEGA's competence in the timekeeping field is also measured.
From Paper to Metal
Men's Folio visited the Cartier Manufacture and Maison des Métiers d'Art earlier this year to discover the unparalleled craftsmanship and innovation within those wall
Mavericks Amongst Traditionalists
Fashion watch brands are finding their feet amidst century old watchmakers as their maverick approach sets them apart from the current landscape of watchmaking.
The Case for the "It" Watch
As much as watches in popular culture being necessary might be an unpopular opinion, here is why it is crucial to the survival of the passion we all love.
Heavy Lidded
In the masculine world of grooming, the sport (or art) of decorating one's lids with darkened kohl has been practised amongst niche circles, reserved for only a few brave men willing to go - or draw - the lengths of a sharp winged liner. Given the past decade's adoration of the bare-is-best routines, the notion of lined eyes has been mostly cast away. However, as the return of the Indie Sleaze movement returns, confronting the pressing question cannot be put off any longer. Should the world be opening its eyes and waking up for the return of \"guyliner\"?