HOTEL BRANDS WHAT NEXT?

A question before we start…

What is changing? you What does this mean for us? What does this mean for you

1.0: THE AGE OF IDENTITY

INCREASED CHOICE

THE AGE OF IDENTITY

THE AGE OF IDENTITY

BUSINESS ROLE

The brand was the identifier of business

THE AGE OF IDENTITY

BUSINESS ROLE

Its goal was differentiation and identification

THE AGE OF IDENTITY

BRAND BEHAVIOR

One-way traffic

THE AGE OF IDENTITY

MEASUREMENT

Awareness

CREATING AND MANAGING IDENTITY

OUR EVOLVING ROLE

2.0: THE AGE OF VALUE

PROVING ROI

THE AGE OF VALUE

A seat at the table

BUSINESS ROLE

THE AGE OF VALUE

Brand became a business asset

“Most Useful Rankings to CEOs” —PR Week 1. Fortune 500 2. Best Companies to Work for 3. Interbrand’s Best Global Brands

BRAND BEHAVIOR

THE AGE OF VALUE

Better understanding of the customer…

BRAND BEHAVIOUR

THE AGE OF VALUE

…to respond in more relevant way

MEASUREMENT

THE AGE OF VALUE

…and create value

CREATING AND MANAGING IDENTITY +

MEASURING AND MANAGING VALUE

OUR EVOLVING ROLE

3.0: THE AGE OF EXPERIENCE

THE AGE OF EXPERIENCE

INTEGRATED CUSTOMERS

Power shift from the brand to the consumer

A SYMBOLIC SHIFT

THE AGE OF EXPERIENCE

THE AGE OF EXPERIENCE

PURPOSE-CENTRICITY

THE AGE OF EXPERIENCE

TWO-WAY COLLABORATION AND INNOVATION

THE AGE OF EXPERIENCE

LIVING, CONTEXTUAL

THE AGE OF EXPERIENCE

DATA SHAPING EXPERIENCE

THE AGE OF EXPERIENCE

MEASUREMENT

OUR EVOLVING ROLE

CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE +

INTEGRATING SEAMLESS EXPERIENCES

What next?

4.0: THE AGE OF YOU

THE AGE OF YOU

PERSONALISATION

THE AGE OF YOU

PERSONAL BRANDING THROUGH DIGITAL

THE AGE OF YOU

PREDICTIVE INTELLIGENCE

THE AGE OF YOU

ALWAYS BE IN BETA

THE AGE OF YOU

CONTEXTUAL MAGIC

OUR EVOLVING ROLE

CREATING AND MANAGING IDENTITY + MEASURING AND MANAGING VALUE + INTEGRATING SEAMLESS EXPERIENCES +

MAKING BUSINESS PERSONAL

WHAT MIGHT THIS ALL MEAN FOR US?

THE AGE OF YOU

STRIPPED BACK, SO YOU CAN LAYER ON

THE AGE OF YOU

TECH’D DOWN

THE AGE OF YOU

SMARTER INTERMEDIARIES

THE AGE OF YOU

MAKE IT SHAREABLE

THE AGE OF YOU

LOYALTY SCHEMES THAT CREATE ADVOCACY