It was a pleasure to facilitate this panel with such a wonderful and insightful team of both commercial and marketing experts. The key take outs:
- Personalisation was a hot topic. Gen Z guests value real personalisation 2.5% more than baby boomers.
- Culture eats strategy, take the team on the brand story and marketing journey.
- We are a service with heart industry, we shouldn’t offer a transactional experience.
- Loyalty plays a big part commercially, guests are wanting more experiences as rewards. But it doesn’t always have to be at such a big scale, true guest recognition on property is a huge win.
- We explored some of the big growth drivers - local experiences, authenticity, sustainable and experiential travel.
- Partnerships and Collaborations remain critical to success.
Presentation: Branded vs. Non-Branded, Marketing & Loyalty Programs - A Deep Dive
Getting inside our guest’s head with some of Australia's finest hotel brand managers, loyalty and marketing experts. We discussed what has been working for the new type of traveller and what gets them to book direct. Do potential guests see value in a hotel brand that makes them book now? And what about loyalty? Are people still loyal to a brand?
Panellists:
Emma Fraser, MAICD - Founder, Chief Creator & Connector, Fraser Marketing International
Kari Hunter - Senior Director, Strategy, Sales & Marketing, Choice Hotels Asia-Pac
Nathan Baker - General Manager, Vetroblu Hotels
Gemma Clark - General Manager, The Gerald Apartment Hotel
Peta Hill - Area Director of Sales and Marketing, IHG
#maximumoccupancy #perth #travelconference #hotelconference #accommodationconference
Founder & Managing Director at Brand & Co
9moThanks for sharing Tom - most insightful.