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HOTEL BRANDS WHAT NEXT?
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
