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DO WE STILL NEED HOTEL BRANDS?
ERIK SAELENSFOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
42 YEARS LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
WWW.ERIKSAELENS.COM
WWW.BRANDHOME.COM
1. WHAT IS A BRAND 2. DO WE STILL NEED (HOTEL) BRANDS? 3. CHANGE IS THE ONLY CONSTANT 4. THE MARKETING OF MEANING 5. HOW TO BECOME MEANINGFUL 6. STORYTELLING 7. TAKEAWAYS
TOPICS
1. WHAT IS A BRAND
A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
ANGELINA JOLIE & BRAD PITT
BOB MARLEY
LADY DI
BRUCE WILLIS ;-)
BUT THE SAME CAN BE SAID FOR BRANDS
GREEN & COFFEE BAR
RED & SPORTS CAR
COLOUR
AROMA
PACKAGING
SOUND
SOUND
SOUND
SOUND
PLACE
MUCH MORE THAN A NAME MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
A BRAND IS
A BRAND CAN BE ANYTHING
A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY
IFA BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY
A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY IFYOU KNOW HOW TO OFFER A PREMIUM EXPERIENCE
A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY IFYOU KNOW HOW TO OFFER A PREMIUM EXPERIENCETHAT CREATES IN-ELASTICTY
BRANDING = CREATING IN-ELASTICITY
IN-ELASTICITYA STRONG BRAND MAKES YOUR CUSTOMERS LESS PRICE-ELASTIC LESS SERVICE-ELASTIC LESS DISTRIBUTION ELASTIC LESS LOYALTY ELASTIC
2. DO WE STILL NEED (HOTEL) BRANDS?
OF PEOPLE DONT TRUST BRANDS54%
PEOPLE WOULD NOT CARE IF 75% OF THE BRANDS THEY USE DISAPPEARED75%
WORLDS MOST POPULAR HOTEL 2016?
WORLDS MOST POPULAR HOTEL 2016
PROMOTIONPLATFORM PERCEPTION
WORLDS MOST POPULAR HOTEL
85% OF PEOPLE DO NOT LOOK AT THE BRAND WHEN BOOKING A HOTEL85%
BRANDHOME RESEARCH
DO WE STILL NEED HOTEL BRANDS?
HOW CAN A BRAND BE CONSISTENT AND UNIQUE?
3. CHANGE IS THE ONLY CONSTANT
4 BILLION PEOPLE USE A MOBILE PHONE**ONLY 3,5 BILLION USE A TOOTHBRUSH
WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
GOOGLE CHANGED THE WAY PEOPLE FIND THEIR HOTEL
BOOKING.COM CHANGED PRICING AND MARGINS
AIRBNB CHANGED WHAT AND WHERE A HOTEL CAN BE
60% OF PEOPLE GO LESS OFTEN TO HOTELS DUE TO NEW ALTERNATIVES60%
BRANDHOME RESEARCH
WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
COMMUNITIES ARE THE NEW TRAVEL AGENCIES
WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
EXPECTATIONS HAVE INCREASED
4. THE MARKETING OF MEANING
OF MILLENNIALS WOULD TAKE A PAY CUT TO WORK FOR A SOCIALLY RESPONSIBLE COMPANY
75%
WORLDS BIGGEST HOTEL?
WORLDS BIGGEST HOTEL: 329,811 refugees
OF TRADITIONAL MARKETING OF TRADITIONAL CONSUMERISM
CONSUMERS ARE TIRED
IF 100.000 IS SPENT
HOW WOULD YOU SPEND IT?
WOULD YOU SPEND THE MONEY ON ONLINE BANNERS
OR BUILD 10 WATER WELLS IN POOR AFRICAN VILLAGES?
WOULD YOU SPEND IT ON PRINT ADS IN MAGAZINES
OR ORGANISE FREE COURSES TO EDUCATE PEOPLE ON HOW TO RUN HEALTHY?
WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM
OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT?
OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT?
WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM
OR GIVE A REGUGEE A WARM BED FOR ONE NIGHT?
WOULD YOU SPEND IT ON A PROMA ON BOOKING.COM
OF PEOPLE PREFER A HOTEL THAT INVESTS IN PEOPLE INSTEAD OF A SWIMMING POOL82%
BRANDHOME RESEARCH
5. HOW TO BECOME MEANINGFUL
PUT THE CUSTOMER FIRST AND OFFER THE BEST EXPERIENCE
POSSIBLE
#1LOCAL EXPERIENCES
MILLENNIALS WANT UNIQUE AND SHARED EXPERIENCES THEY WILL OUTSPEND BABYBOOMERS ON HOTELS BY 2020 (OR SOONER)
#2SHARING ECONOMY
EXISTING PLAYERS RETHINK THEIR HOTEL EXPERIENCE
MARRIOTT HOTELS
JO&JOE BY ACCORHOTELS
DESIGN HOTELS BY SPG
TRU BY HILTON
FREDRIK KORALLUS - CEO GENERATOR
THE BEDROOM IS THE LEAST IMPORTANT PART
OF THE EXPERIENCE
NEW PLAYERS RETHINK THEIR BUSINESS MODEL
HOTEL
#3PURPOSE
SUSTAINABILITY IS NOT A DIFFERENTIATOR IT IS A REQUIREMENT
CSR IS NOT ABOUT YOUR BRAND IT IS ABOUT PEOPLE
#4PERSONALIZATION
GET TO KNOW YOUR CUSTOMERS TECHNOLOGIES CAN HELP TO PERSONALISE AN EXPERIENCE
HUMAN INTERACTIONS WILL BECOME EVEN MORE IMPORTANT
#5ADD VALUE
TURN YOUR HOTEL INTO A PLATFORM AND ADD VALUE TO THE ENTIRE HOLIDAY EXPERIENCE
EXTEND YOUR HOTEL SERVICE BEYOND THE DOORS OF YOUR HOTEL
HOTELS ARE FULL OF STORIES
6. STORYTELLING
PEOPLE FIRST TRUST PEOPLE THEN THEY TRUST STORIES THEN THEY TRUST BRANDS
CONTENT TELLING STORIES!
IS ABOUT
DISTRIBUTING CONTENT
IS ABOUT
MEANING- FULNESS
MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
STORIES ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE
AND THAT IS EXACTLY WHAT BRANDS DO TOO
7. TAKEAWAYS
OF US EXPECT BRANDS TO CONTRIBUTE TO OUR QUALITY OF LIFE75%
1MEANING IS THE ORGANIC CONSEQUENCE OF WILLINGNESS
2MEANINGFUL MARKETING MAKES FOR BETTER ROI
3BIG DATA CAN MAKE IT PERSONAL
4AIM TO BECOME A MEANINGFUL PREMIUM BRAND
5FIND YOUR OWN BRAND OF MEANING
BRANDHOMES KNOW-HOW IS NOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
http://www.brandhome.com/books
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