The document discusses how hotels can be part of the cultural zeitgeist through collaborations with other brands. Ace Hotels creates lifestyle products associated with their brand that guests can purchase throughout their stay. The Rezidor Hotel Group collaborated with fashion brand Missoni to reconcile their bold patterns and colors with creating a restful hotel environment, first opening a Missoni Hotel in Edinburgh in 2009. The document emphasizes that sharing a brand's culture and values is more important for marketing than traditional promotional activities.

1. Zeitgeist Mindset:
A whole new mindset
Amélie Quévreux
MBA2B

2. Zeitgeist Definition
 “the intellectual fashion or dominant
school of thought that typifies and
influences the culture of a particular
period in time”Wikipedia
 In the hotel industry: Collaborating with
other brands in order to add equity and
cultural value

3. Zeitgeist & Ace Hotels
 In order to be part of the zeitgeist
culture,Ace Hotels has created a line of
lifestyle products for every point of their
guest’s journey and also colaborates with
brands such as Converse.
 Guests can purchase & buy products in
Ace’s philosophy.

4. Zeitgeist & Hotel Missoni
Collaboration between the Rezidor Hotel
Group –headed by Kurt Ritter at the time-
& the Italian fashion luxurious brand Missoni
–Rosita Missoni

5. Hotel Missoni
 Aim of the collaboration: reconciling crazy
patterns and colors with the desire to
create the restful environment of a hotel.
 By putting the Missoni model into
practice in the interior design, styling and
lighting design of the hotels

6. 2009: 1st Missoni Hotel, Edinburg

7. SHARING IS MORE
IMPORTANT THAN
MARKETING!