Do we still need hotel brands?
Erik speaks at AHIC in Dubai
People wouldn’t care if 74% of the brands they use disappeared. Erik unveiled this prickly fact from Meaningful Brand research to start his presentation at the Arabian Hotel Investment Conference in Dubai. AHIC is the Middle East’s annual meeting place for the region’s top hotel investors, developers, operators and advisors. So, what was a brand guru like Erik doing there?
As keynote speaker, Erik talked about the changing hotel industry and whether we still need hotel brands anyway. The question isn’t about brands, but about people. Google, Booking.com and Airbnb have turned the market upside down. And customers’ expectations are changing as well. People want more unique and personalized experiences. Can the hotel industry adapt?
Once again, traditional marketing is not the answer to the problem. Brandhome research shows that 83% of people trust a community of strangers on an online platform more than they trust expensive advertising campaigns. If hotel brands want to survive, they need to change the way they act and communicate by becoming meaningful.
How can hotel brands add value to their customers and to society? Watch Erik’s presentation below and check the slides here!