Don’t you wish you could look into a crystal ball and see what your meeting attendees will expect in the coming months and years? Good news: Recently released hospitality research may make that a little easier.

We have found that future success lies in brands simultaneously managing three macro trends: globalization, localization, and personalization.

Earlier this month, InterContinental Hotels Group released a new report called “Creating ‘Moments of Trust’: The Key to Building Successful Brand Relationships in the Kinship Economy” [PDF]. IHG surveyed 7,000 business and leisure travelers and conducted in-depth interviews to uncover what they are likely to want from their relationships with global hotel brands over the coming decade.

“We have found that future success lies in brands simultaneously managing three macro trends: globalization, localization, and personalization. These are not trends that come today and are gone tomorrow; they are big trends that have been developing over past decades,” said CEO Richard Solomons in the report. “What we are seeing now, however, is their collision, accelerated by the rapid rise of technology-enabled personalization. This collision is shaping the experience our guests want when they travel.”

The report concludes that over the next decade, the challenge facing global hotel brands will be “how to be 3D: globally coherent, locally relevant, and personally unique.” By doing so, Solomons said, “global brands in the hospitality industry and beyond can … create new value in the services they deliver.”

Here are some more details about each of the macro-level trends the research uncovered and how they apply to association meetings and events.

Globalization

IHG’s research revealed that travelers expect global brands to be consistent and innovative. Brands are perceived to be higher quality if they deliver a coherent experience across geography and if they offer the most innovative features and services.

It seems likely that meeting attendees would expect the same. For instance, whether your meeting is taking place in Boston or Brussels, they want the same level of education and quality of speakers. And, presumably, they also expect your association to offer innovative tools and top-notch technology that provide a seamless and easy meeting experience, one that they would receive at any other meeting—whether in the association space or somewhere else.

Localization

Here the research showed that travelers “now expect global brands to be relevant in terms of local tastes, customs, and cultures.” IHG suggests that to make this happen, brands should “encourage greater freedom within the global brand framework” by making it the responsibility of the regional and local team to ensure that the brand is not only consistent to its core but also recognizes relevant local idiosyncrasies.

Association meetings usually do a good job hitting on this trend. For example, the local host committee is often tasked with making sure details of the meeting, from food choices to venues, reflect the host city. Many associations also hold community-service projects during their meetings that allow attendees to give back to the local community or organize offsite tours that allow members to experience something local. But if your association is not doing this now, considering making it happen sooner rather than later.

Personalization

This trend has grown over the last few years as consumers and travelers have become more attached to the personalization available through their smartphones and tablets, which is raising their expectations across all sectors. IHG’s research shows that within the hospitality sector, more travelers are beginning to expect hotels to tailor their experience to their personal needs. Survey respondents said doing so would lead them to feel more valued and respected.

Your meeting attendees are likely seeking and expecting these same kinds of personalized details at events. They may want to create their own schedule, design their own name badge, get directions to their next meeting room, or find a restaurant close to the convention center—all on their smartphone. Taking it to the next level, if associations are collecting the right data and harnessing it in a strategic way, associations could present attendees with “personalized surprises” when they check in to their hotel room or arrive at the meeting, suggest certain sessions based on their preferences and interest areas, or identify other attendees near them with whom they share professional interests.

What else?

The researchers found that a brand that is simultaneously global, local, and personal will earn trust with travelers, adding that “trust will become one of the most valuable currencies” in today’s economy. Replace the word “brand” with “meeting” and “travelers” with “attendees,” and it easily applies to the association space.

IHG offers up six trust-building actions for brands to take that leverage the macro trends and create “moments of trust”:

1. Develop a consistent brand framework.

2. Offer something truly authentic to the locale.

3. Create tailored consumption that reflects individual preferences.

4. Use technology to allow for more self-reliance.

5. Offer advice and guidance tailored to individual needs.

6. Create surprise and delight moments.

Offer something truly authentic to the locale.

Create tailored consumption that reflects individual preferences.

Use technology to allow for more self-reliance.

Offer advice and guidance tailored to individual needs.

Create surprise and delight moments.

How is your association making sure it is managing attendee expectations and building attendee trust in the six ways mentioned above? Share your thoughts in the comments.

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