Brandhome speaks at AHIC 2017
Transcript of Brandhome speaks at AHIC 2017
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DO WE STILL NEED HOTEL BRANDS?
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ERIK SAELENSFOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
42 YEARS LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
WWW.ERIKSAELENS.COM
WWW.BRANDHOME.COM
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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
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1. WHAT IS A BRAND
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A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
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ANGELINA JOLIE & BRAD PITT
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BOB MARLEY
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LADY DI
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BRUCE WILLIS ;-)
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BUT THE SAME CAN BE SAID FOR BRANDS
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GREEN & COFFEE BAR
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RED & SPORTS CAR
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COLOUR
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AROMA
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PACKAGING
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SOUND
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SOUND
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SOUND
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SOUND
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PLACE
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MUCH MORE THAN A NAME MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
A BRAND IS
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A BRAND CAN BE ANYTHING
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A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY
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IFA BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY
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A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY IFYOU KNOW HOW TO OFFER A PREMIUM EXPERIENCE
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A BRAND IS A BELIEF SYSTEM WHERE PEOPLE
REWARD YOU WITH LOYALTY IFYOU KNOW HOW TO OFFER A PREMIUM EXPERIENCETHAT CREATES IN-ELASTICTY
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BRANDING = CREATING IN-ELASTICITY
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IN-ELASTICITYA STRONG BRAND MAKES YOUR CUSTOMERS LESS PRICE-ELASTIC LESS SERVICE-ELASTIC LESS DISTRIBUTION ELASTIC LESS LOYALTY ELASTIC
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2. DO WE STILL NEED (HOTEL) BRANDS?
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OF PEOPLE DONT TRUST BRANDS54%
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PEOPLE WOULD NOT CARE IF 75% OF THE BRANDS THEY USE DISAPPEARED75%
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WORLDS MOST POPULAR HOTEL 2016?
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WORLDS MOST POPULAR HOTEL 2016
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PROMOTIONPLATFORM PERCEPTION
WORLDS MOST POPULAR HOTEL
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85% OF PEOPLE DO NOT LOOK AT THE BRAND WHEN BOOKING A HOTEL85%
BRANDHOME RESEARCH
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DO WE STILL NEED HOTEL BRANDS?
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HOW CAN A BRAND BE CONSISTENT AND UNIQUE?
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3. CHANGE IS THE ONLY CONSTANT
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4 BILLION PEOPLE USE A MOBILE PHONE**ONLY 3,5 BILLION USE A TOOTHBRUSH
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WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
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WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
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GOOGLE CHANGED THE WAY PEOPLE FIND THEIR HOTEL
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BOOKING.COM CHANGED PRICING AND MARGINS
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AIRBNB CHANGED WHAT AND WHERE A HOTEL CAN BE
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60% OF PEOPLE GO LESS OFTEN TO HOTELS DUE TO NEW ALTERNATIVES60%
BRANDHOME RESEARCH
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WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
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COMMUNITIES ARE THE NEW TRAVEL AGENCIES
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WE SEE CHANGES IN
MARKET CUSTOMER BEHAVIOR EXPECTATIONS
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EXPECTATIONS HAVE INCREASED
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4. THE MARKETING OF MEANING
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OF MILLENNIALS WOULD TAKE A PAY CUT TO WORK FOR A SOCIALLY RESPONSIBLE COMPANY
75%
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WORLDS BIGGEST HOTEL?
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WORLDS BIGGEST HOTEL: 329,811 refugees
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OF TRADITIONAL MARKETING OF TRADITIONAL CONSUMERISM
CONSUMERS ARE TIRED
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IF 100.000 IS SPENT
HOW WOULD YOU SPEND IT?
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WOULD YOU SPEND THE MONEY ON ONLINE BANNERS
OR BUILD 10 WATER WELLS IN POOR AFRICAN VILLAGES?
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WOULD YOU SPEND IT ON PRINT ADS IN MAGAZINES
OR ORGANISE FREE COURSES TO EDUCATE PEOPLE ON HOW TO RUN HEALTHY?
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WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM
OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT?
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OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT?
WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM
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OR GIVE A REGUGEE A WARM BED FOR ONE NIGHT?
WOULD YOU SPEND IT ON A PROMA ON BOOKING.COM
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OF PEOPLE PREFER A HOTEL THAT INVESTS IN PEOPLE INSTEAD OF A SWIMMING POOL82%
BRANDHOME RESEARCH
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5. HOW TO BECOME MEANINGFUL
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PUT THE CUSTOMER FIRST AND OFFER THE BEST EXPERIENCE
POSSIBLE
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#1LOCAL EXPERIENCES
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MILLENNIALS WANT UNIQUE AND SHARED EXPERIENCES THEY WILL OUTSPEND BABYBOOMERS ON HOTELS BY 2020 (OR SOONER)
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#2SHARING ECONOMY
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EXISTING PLAYERS RETHINK THEIR HOTEL EXPERIENCE
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MARRIOTT HOTELS
JO&JOE BY ACCORHOTELS
DESIGN HOTELS BY SPG
TRU BY HILTON
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FREDRIK KORALLUS - CEO GENERATOR
THE BEDROOM IS THE LEAST IMPORTANT PART
OF THE EXPERIENCE
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NEW PLAYERS RETHINK THEIR BUSINESS MODEL
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HOTEL
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#3PURPOSE
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SUSTAINABILITY IS NOT A DIFFERENTIATOR IT IS A REQUIREMENT
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CSR IS NOT ABOUT YOUR BRAND IT IS ABOUT PEOPLE
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#4PERSONALIZATION
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GET TO KNOW YOUR CUSTOMERS TECHNOLOGIES CAN HELP TO PERSONALISE AN EXPERIENCE
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HUMAN INTERACTIONS WILL BECOME EVEN MORE IMPORTANT
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#5ADD VALUE
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TURN YOUR HOTEL INTO A PLATFORM AND ADD VALUE TO THE ENTIRE HOLIDAY EXPERIENCE
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EXTEND YOUR HOTEL SERVICE BEYOND THE DOORS OF YOUR HOTEL
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HOTELS ARE FULL OF STORIES
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6. STORYTELLING
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PEOPLE FIRST TRUST PEOPLE THEN THEY TRUST STORIES THEN THEY TRUST BRANDS
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CONTENT TELLING STORIES!
IS ABOUT
DISTRIBUTING CONTENT
IS ABOUT
MEANING- FULNESS
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MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO
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STORIES ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE
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AND THAT IS EXACTLY WHAT BRANDS DO TOO
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7. TAKEAWAYS
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OF US EXPECT BRANDS TO CONTRIBUTE TO OUR QUALITY OF LIFE75%
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1MEANING IS THE ORGANIC CONSEQUENCE OF WILLINGNESS
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2MEANINGFUL MARKETING MAKES FOR BETTER ROI
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3BIG DATA CAN MAKE IT PERSONAL
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4AIM TO BECOME A MEANINGFUL PREMIUM BRAND
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5FIND YOUR OWN BRAND OF MEANING
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BRANDHOMES KNOW-HOW IS NOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
http://www.brandhome.com/books
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