Accenture predicts ‘decade of consolidation’
Strong brands will survive and flourish despite the spiralling number of competitors and ever-expanding choice for consumers, a technology briefing heard.
Both Hilton and Accenture told the BT-hosted event that brands – both online and offline – can use technology to their advantage and build customer loyalty.
Accenture transport and travel services partner Alex Christou predicted the online arena is set for a decade of consolidation as people head for trusted brands.
“When I get buy a book I go to Amazon because I trust them. I just won’t bother to look through 20 other suppliers,” he said. “I believe there will be a move away from a further expansion of suppliers to the consolidation to a few key trusted brands that customers will flock to. And we will be in this phase for the next decade.”
Hilton vice president of management services Mark Selawry insisted the future “looks good for the brand holder”.
“The market has broadened but technology has given large chains like Hilton the opportunity to provide unique offers such as the best rate guarantee,” he said. “In the UK and Ireland, 8% of bookings are online with a growth rate of 100%. More and more we are controlling the business ourselves. Content is key.”
Earlier during the briefing, Selawry said technology can help the industry meet the requirements of increasingly demanding customers.
He said the Hilton at Heathrow Airport will soon be trialling voice over IP technology while RFID chips – which contain a guest’s personal information – will enable a smooth, hassle-free experience for its loyalty card holders.
“Guests would be able to go to kiosks to check-in, use the card as room key and have no need to sign bills in the restaurant,” said Selawry.
He conceded however that many customers are still likely to seek the personal touch by having face to face interaction with staff.
Report by Steve Jones
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