New Tech by IHG Hotels & Resorts Reveals Travellers’ Deep-Seated Desires in Under a Minute

IHG Hotels & Resorts introduced a new technology, the ‘Mind Lobby,’ at the South-by-South-West Sydney (SXSW) festival, held from October 14-20. This innovative tool uses eye-tracking technology to infer users’ travel preferences within a minute by observing their reactions to visuals of various travel destinations.

The technology was unveiled at Sydney’s International Convention Centre Forecourt during SXSW, where IHG Hotels & Resorts is an official partner. The ‘Mind Lobby’ can ascertain whether users prefer a culinary indulgence, a city escape, a beach retreat, a holistic haven, or remote escapism.

This initiative follows an IHG survey that found 61% of Australian travelers feel overwhelmed by decision-making, with 41% finding picking a holiday destination highly stressful. The study also found that 38% of Australian travelers feel more overwhelmed by travel choices now than five years ago, with 29% feeling uncertain when presented with multiple options.

Commenting on the development, Dean Jones, Vice President of Commercial, East Asia & Pacific for IHG, said the ‘Mind Lobby’ combines IHG’s diverse portfolio with SXSW Sydney’s innovative energy to help travelers identify their real travel desires.

The survey also showed that only 51% of Australian travelers are satisfied with their holiday decisions despite spending an average of 24 hours planning their trips. Some travelers (18%) regret their travel decisions due to factors such as pressure to make quick decisions (34%), too many choices (34%), and settling for convenience over preference (31%).

Australian psychiatrist Dr. Kieran Kennedy said that decision fatigue could lead to overwhelming feelings and suggested that trusting gut instincts can help navigate decision overload.

During SXSW Sydney, IHG also offered a lounge for attendees to relax and recharge. A daily draw was held, allowing attendees to instantly win one million IHG One Rewards points, which can be used across IHG’s extensive portfolio of hotels and resorts.

IHG Hotels & Resorts official partnership with SXSW Sydney 2024 reflects its commitment to aligning with innovative thinkers and technological futurists.