Behavioural Economics Gets Real for IHG: Probably the largest implicit market study in history, for one of the world’s best known hotel brands

This paper reports on a global survey research project for InterContinental Hotels Group (IHG) - utilising an implicit approach and behavioural economics - that helped IHG's Holiday Inn brands identify key areas for investment to enhance the customer experience.

Behavioural Economics Gets Real: Probably the largest implicit market study in history, for one of the world's best known brands

Leigh Caldwell, Lizzi Seear

Introduction

The global economy is shifting towards the intangible.

An ever-greater share of the value that customers get from the products and services they buy is invisible. It is made up of emotional, not material benefits (Van Boven and Gilovich, 2003).