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Brandhome speaks at AHIC 2017

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Erik Saelens, Brandhome's executive strategic director, spoke at the Arabian Hotel Investment Conference 2017.

Do we still need hotel brands? Players such as Google, Booking.com and Airbnb have turned the market upside down. And customer’s expectations are changing as well. People want more unique and personalized experiences. Is the hotel industry capable to adapt? Can hotel brands become meaningful brands? Check it out!

Published in: Marketing

Brandhome speaks at AHIC 2017

  1. 1. DO WE STILL NEED HOTEL BRANDS?
  2. 2. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 42 YEARS
 LIVE IN ANTWERP, BELGIUM
 MARRIED, 2 DAUGHTERS WWW.ERIKSAELENS.COM WWW.BRANDHOME.COM
  3. 3. 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
  4. 4. 1. WHAT IS A BRAND
  5. 5. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
  6. 6. ANGELINA JOLIE & BRAD PITT
  7. 7. BOB MARLEY
  8. 8. LADY DI
  9. 9. BRUCE WILLIS ;-)
  10. 10. BUT THE SAME CAN BE SAID FOR BRANDS
  11. 11. GREEN & COFFEE BAR
  12. 12. RED & SPORTS CAR
  13. 13. COLOUR
  14. 14. AROMA
  15. 15. PACKAGING
  16. 16. SOUND
  17. 17. SOUND
  18. 18. SOUND
  19. 19. SOUND
  20. 20. PLACE
  21. 21. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT A BRAND IS
  22. 22. A BRAND CAN BE ANYTHING
  23. 23. A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY
  24. 24. IF A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY
  25. 25. A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY IF YOU KNOW HOW TO OFFER A PREMIUM EXPERIENCE
  26. 26. A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY IF YOU KNOW HOW TO OFFER A PREMIUM EXPERIENCE THAT CREATES IN-ELASTICTY
  27. 27. BRANDING = CREATING IN-ELASTICITY
  28. 28. IN-ELASTICITYA STRONG BRAND MAKES YOUR CUSTOMERS LESS PRICE-ELASTIC LESS SERVICE-ELASTIC LESS DISTRIBUTION ELASTIC LESS LOYALTY ELASTIC
  29. 29. 2. DO WE STILL NEED (HOTEL) BRANDS?
  30. 30. OF PEOPLE DON’T TRUST BRANDS54%
  31. 31. PEOPLE WOULD NOT CARE IF 75% OF THE BRANDS THEY USE DISAPPEARED75%
  32. 32. WORLD’S MOST POPULAR HOTEL 2016?
  33. 33. WORLD’S MOST POPULAR HOTEL 2016
  34. 34. PROMOTIONPLATFORM PERCEPTION WORLD’S MOST POPULAR HOTEL
  35. 35. 85% OF PEOPLE DO NOT LOOK AT THE BRAND WHEN BOOKING A HOTEL85% BRANDHOME RESEARCH
  36. 36. DO WE STILL NEED HOTEL BRANDS?
  37. 37. HOW CAN A BRAND BE CONSISTENT AND UNIQUE?
  38. 38. 3. CHANGE IS THE ONLY CONSTANT
  39. 39. 4 BILLION PEOPLE USE A MOBILE PHONE* *ONLY 3,5 BILLION USE A TOOTHBRUSH
  40. 40. WE SEE CHANGES IN MARKET CUSTOMER BEHAVIOR EXPECTATIONS
  41. 41. WE SEE CHANGES IN MARKET CUSTOMER BEHAVIOR EXPECTATIONS
  42. 42. GOOGLE CHANGED THE WAY PEOPLE FIND THEIR HOTEL
  43. 43. BOOKING.COM CHANGED PRICING AND MARGINS
  44. 44. AIRBNB CHANGED WHAT AND WHERE A HOTEL CAN BE
  45. 45. 60% OF PEOPLE GO LESS OFTEN TO HOTELS DUE TO NEW ALTERNATIVES60% BRANDHOME RESEARCH
  46. 46. WE SEE CHANGES IN MARKET CUSTOMER BEHAVIOR EXPECTATIONS
  47. 47. COMMUNITIES ARE THE NEW TRAVEL AGENCIES
  48. 48. WE SEE CHANGES IN MARKET CUSTOMER BEHAVIOR EXPECTATIONS
  49. 49. EXPECTATIONS HAVE INCREASED
  50. 50. 4. THE MARKETING OF MEANING
  51. 51. OF MILLENNIALS WOULD TAKE A PAY CUT TO WORK FOR A SOCIALLY RESPONSIBLE COMPANY 75%
  52. 52. WORLD’S BIGGEST HOTEL?
  53. 53. WORLD’S BIGGEST HOTEL: 329,811 refugees
  54. 54. OF TRADITIONAL MARKETING OF TRADITIONAL CONSUMERISM CONSUMERS ARE TIRED…
  55. 55. IF €100.000 IS SPENT… HOW WOULD YOU SPEND IT?
  56. 56. WOULD YOU SPEND THE MONEY ON ONLINE BANNERS… OR BUILD 10 WATER WELLS IN POOR AFRICAN VILLAGES?
  57. 57. WOULD YOU SPEND IT ON PRINT ADS IN MAGAZINES… OR ORGANISE FREE COURSES TO EDUCATE PEOPLE ON HOW TO RUN HEALTHY?
  58. 58. WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM… OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT?
  59. 59. OR GIVE A REFUGEE A WARM BED FOR ONE NIGHT? WOULD YOU SPEND IT ON A PROMO ON BOOKING.COM…
  60. 60. OR GIVE A REGUGEE A WARM BED FOR ONE NIGHT? WOULD YOU SPEND IT ON A PROMA ON BOOKING.COM…
  61. 61. OF PEOPLE PREFER A HOTEL THAT INVESTS IN PEOPLE INSTEAD OF A SWIMMING POOL82% BRANDHOME RESEARCH
  62. 62. 5. HOW TO BECOME MEANINGFUL
  63. 63. PUT THE CUSTOMER FIRST AND OFFER THE BEST EXPERIENCE POSSIBLE
  64. 64. #1 LOCAL EXPERIENCES
  65. 65. MILLENNIALS WANT UNIQUE AND SHARED EXPERIENCES THEY WILL OUTSPEND BABYBOOMERS ON “HOTELS” BY 2020 (OR SOONER)
  66. 66. #2 SHARING ECONOMY
  67. 67. EXISTING PLAYERS RETHINK THEIR HOTEL EXPERIENCE
  68. 68. MARRIOTT HOTELS JO&JOE BY ACCORHOTELS DESIGN HOTELS BY SPG TRU BY HILTON
  69. 69. FREDRIK KORALLUS - CEO GENERATOR ‘THE BEDROOM IS THE LEAST IMPORTANT PART OF THE EXPERIENCE’
  70. 70. NEW PLAYERS RETHINK THEIR BUSINESS MODEL
  71. 71. HOTEL
  72. 72. #3 PURPOSE
  73. 73. SUSTAINABILITY IS NOT A DIFFERENTIATOR IT IS A REQUIREMENT
  74. 74. CSR IS NOT ABOUT YOUR BRAND IT IS ABOUT PEOPLE
  75. 75. #4 PERSONALIZATION
  76. 76. GET TO KNOW YOUR CUSTOMERS TECHNOLOGIES CAN HELP TO PERSONALISE AN EXPERIENCE
  77. 77. HUMAN INTERACTIONS WILL BECOME EVEN MORE IMPORTANT
  78. 78. #5 ADD VALUE
  79. 79. TURN YOUR HOTEL INTO A PLATFORM AND ADD VALUE TO THE ENTIRE HOLIDAY EXPERIENCE
  80. 80. EXTEND YOUR HOTEL SERVICE BEYOND THE DOORS OF YOUR HOTEL
  81. 81. HOTELS ARE FULL OF STORIES
  82. 82. 6. STORYTELLING
  83. 83. PEOPLE FIRST TRUST PEOPLE THEN THEY TRUST STORIES THEN THEY TRUST BRANDS
  84. 84. CONTENT TELLING STORIES! IS ABOUT DISTRIBUTING CONTENT IS ABOUT MEANING-
 FULNESS
  85. 85. MAKE SENSE OF THE WORLD UNDERSTAND LIFE'S EXPERIENCES DEAL WITH DILEMMAS OVERCOME HARDSHIPS STORIES HELP PEOPLE TO
  86. 86. STORIES ARE BELIEF SYSTEMS THAT FUNCTION AS A REFERENCE FRAME TO FACILITATE THE CHOICES WE MAKE
  87. 87. …AND THAT IS EXACTLY WHAT BRANDS DO TOO
  88. 88. 7. TAKEAWAYS
  89. 89. OF US EXPECT BRANDS TO CONTRIBUTE TO OUR QUALITY OF LIFE 75%
  90. 90. 1MEANING IS THE ORGANIC CONSEQUENCE OF WILLINGNESS
  91. 91. 2MEANINGFUL MARKETING MAKES FOR BETTER ROI
  92. 92. 3BIG DATA CAN MAKE IT PERSONAL
  93. 93. 4AIM TO BECOME A MEANINGFUL PREMIUM BRAND
  94. 94. 5FIND YOUR OWN BRAND OF MEANING
  95. 95. BRANDHOME’S KNOW-HOW IS NOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
  96. 96. DONATE NOW www.brandhomefoundation.com

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