Intro:“ Instead of summarizing what I had learned chose to find trends in between the lines of the new concepts which were presented”
Trend 1: Flip the marketing• Lure people into asking (begging) for push marketing - 1. AppSuite offering specific marketing for hotel guests while they are on site → example of Bob Dylan performing for 30 minutes - Make guests feel privileged to be targeted • 2. “Golden ticket” if you have this app, you may be selected for a free sports events
Trend 2: Reuniting various services under one umbrella • Google: The personnal operator which does everything • AroundMe: GPS, maps, foursquare…. – People want many services under one application or one device – “Technology Laziness”
Trend 3: The need for new jobs/ Evolution of old jobs• The social concierge will need an IT or engineering background → pushes the economy forwards• Staff will need more skills to operate the systems• The need for new educational institutions/trainings
Trend 4: Making the customer a marketing actor• Storytelling (Louis Vuitton)• Interaction (Lobbyfriend – the temporary facebook for hotel guests)
Trend 5: A Competitive advantage in marketing is no longer based on financial resources• Google + pages : many services• Story telling: Using a story to attract attention to the brand• Blogs and social media : Hotel and Customers interact
Trend 6? Digital Detox• My personal opinion is that some will want to get away from all this!• Is this a niche for future products, for example a stay far away from technology which remains synonymous of work?
Conclusion: the future is digital and few are yet grasping it…