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

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