Crossumers, Prosumers and Fansumers: What Do They Mean for Hospitality?

We all agree that a new way has emerged for companies to manage their brand-product-consumer approach. This new approach has arisen thanks to the use of social media and the way customers, suppliers and brands organise themselves to make the most of them. The social web environment has given us new consumer models. Every day, millions of people become familiar with the language of the Internet, have faster and greater access to all kinds of information, seek opinions and, above all, satisfaction. This new type of consumer also shares their experiences, their memories and even their feelings, creating a marketplace made up of conversations: the new 2.0 marketplace. This new-generation consumer is known, among other terms, as a crossumer, prosumer, fansumer or persumer. In this context, this new consumer has also become a producer, all at the same time (crossumer). The brand fan (fansumer) then becomes a professional consumer (prosumer), with a wealth of information that they share and make available to others and which can also influence their purchasing decisions and consumption. Faced with these new consumer models, a traditional market study is no longer enough. Brands now need to know what consumers say about them, what they see and where they talk about them. We are facing the Internet generation, the technologically connected generation, which can no longer be approached using yesterday’s techniques. Today, loyalty is emotional. It is achieved through meaning and differentiated content for the consumer. Brands must embrace their most emotional side and define themselves through the collective individual opinions of their audience. As Marty Neumeier points out in his book The Brand Gap: “It´s not what you say it is, it´s what they say it is”. This highlights the importance of having a social presence that enables us to connect and converse with the prosumer, who freely expresses their values and appreciates being heard. And, of course, they expect the brand to make them feel more unique within a mass-consumption circle. Moreover, it is not only beneficial for them, as they appreciate being heard and receiving a response; their opinion is also extremely valuable to us. Knowing what to improve in our product or service is highly valuable, and if we want to make the most of it, we need to be present wherever people are talking about us. In this era, it is not possible to measure our consumer using conventional parameters; it requires us to organise ourselves and understand that consumer behaviour is no longer easily measurable or recordable. Observing their consumption environment is far more important. The evolution of the terms Crossumer, Prosumer and Fansumer represents a significant change in how people interact with brands, products and services, particularly in the hospitality and tourism industry. Below, I explain what they mean and how they affect our sector.

Crossumer: the critical consumer

The crossumer is an empowered, critical consumer shaped by the digital age. This person researches, compares and evaluates extensively before making a purchase decision. Crossumers:

• Research in depth: They look for reviews, compare prices and analyse other consumers’ previous experiences before choosing a hotel or tourism service.
• Engage actively: They participate in forums, blogs and social media, influencing other consumers.
• Demand authenticity: They reject traditional marketing strategies and prefer transparent brands that demonstrate their value genuinely.

For hoteliers, catering to crossumers means providing clear information, genuine reviews and competitive pricing. Ignoring their need for detailed information can result in lost bookings.

Prosumer: the consumer-producer

The term prosumer, coined by Alvin Toffler, refers to a consumer who not only buys, but also contributes to creating or improving products and services. In the hospitality industry:

• Contribute to experience design: Many hotels and resorts now invite guests to share their views on the activities or services they would like.
• Co-create content: They post videos, reviews or photographs of their stays on social media, acting as spontaneous ambassadors.
• Demand personalisation: Prosumers want experiences tailored to their preferences, from menu options to activity programmes.

For hotels, including prosumers means opening direct communication channels, offering customisable options and fostering a two-way relationship.

Fansumer: the brand enthusiast

The fansumer is more than a customer; they are a brand ambassador, someone who forms a deep emotional connection with a company or product. This type of consumer:

• Actively promotes the brand: They speak positively about their experience on social media, forums and within their social circle.
• Is loyal for the long term: They prefer one brand over others, even when more affordable options are available.
• Engages emotionally: They choose brands that reflect their values or with which they identify.

For hoteliers, the challenge is to cultivate these relationships. Effective loyalty programmes, emotional interactions and memorable experiences are key to turning a guest into a fansumer.

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Understanding these categories is not merely a matter of marketing, but of adapting operations to a customer who actively participates at every stage of their experience:

1. Active listening: Reviews and feedback are invaluable for understanding and anticipating guests’ needs.
2. Two-way communication: Respond promptly to concerns and keep communication channels open.
3. Personalised experiences: From stay design to unique services that set the hotel apart.
4. Encourage loyalty: Make customers feel part of something bigger through reward programmes and personalised gestures.

This change in consumer behaviour challenges us to be more creative, flexible and authentic, but it also offers us the opportunity to strengthen our relationship with guests and stand out in an increasingly competitive market.