Key Takeaways from the Unisource Strategic Branding Conference (Hotel & Lodging)

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Key Takeaways from the Unisource Strategic

Branding ConferenceHotel & Lodging

November 2013

Tony PollardPresident

Hotel Association of Canada

Access all presentations and speaker audio from the Unisource Strategic Branding Conference at

http://learn.unisourceworldwide.com/SBC

Millenials Matter - 25-34 year olds, who have lower earning potential, are the ones that report they’re most likely to stay at luxury accommodations.

The Internet is the most important source of information on your property.

Consumers increasingly feel like they are going to get a better deal through a third-party – price comparison is a fact of life.

Being friendly and offering good service is the easiest thing to do to improve a customer’s experience.

Both business and leisure travelers cite friendly service, location, and a free breakfast as their primary expectations for a hotel stay.

While Canadians plan to travel only about 2% more than in recent years, the nightly rate they plan to pay for a room has increased.

Chris CrenshawVice-President

Smith Travel Research

Access all presentations and speaker audio from the Unisource Strategic Branding Conference at

http://learn.unisourceworldwide.com/SBC

There are 7,606 hotel rooms in Canada.

There are an estimated 17.5 million hotel rooms all over the world.

These rooms generate more than 13 billion dollars in revenue.

The 12-month moving average for supply has been very low.

That is a good thing for hotel operators.

That means you don’t have a lot of competition coming in to take away some of your business.

The Canadian performance is never outside of the rest of the world.

The downturns are not as severe, the recoveries are not as dramatic because there’s not as much to recover from.

Dr. Chekitan S. DevAssociate Professor

Cornell University

Access all presentations and speaker audio from the Unisource Strategic Branding Conference at

http://learn.unisourceworldwide.com/SBC

The Top 10 Challenges in Hospitality Branding:

1. Sea of Sameness2. Extended Portfolios3. Social Media Clutter4. Channel Complexity 5. Everlasting Impressions6. Transparent Service Experiences7. Direct Communication8. Uncontrollable Reputation9. Instant Gratification10.Search for Sustainability

Listen to Dr. Dev discuss these concepts and more at http://learn.unisourceworldwide.com/SBC

There are a lot of hotel brands on the shelf. What’s more, in this day and age information moves faster than ever and that challenges to improve your brand need your constant attention. 

When is the last time you polished your trophy?

Great organizations consistently polish their “trophy,” developing and nurturing a strong brand that customers can trust.

While 80% of company CEO’s believe their brand to be differentiated, only 8% of consumers agree. (according to a Bain and Company survey)

Loyalty to a single hotel brand has fallen from 59% to 39% over the course of one year.

Trying to find that point of difference, and then being able to earn a premium on that point of difference, is the number one challenge.

Julie CottineauCEO

BrandTwist

Access all presentations and speaker audio from the Unisource Strategic Branding Conference at

http://learn.unisourceworldwide.com/SBC

A brand is a story, and great brands are stories that are really well-told.

Your brand should always be ahead of your business.

Brand innovation

has to be an operational

commitment.

What is your vomit bag moment?

Virgin Atlantic Airlines famously took an FAA-required item, the ubiquitous air sickness bag, and transformed the experience for consumers. The company went so far as to hold a design contest to incorporate innovative design onto the bags, cross-promote with other brands and take the bag off the plane by promoting it at outdoor events.

What is that thing that you have to do, that you’re doing exactly the way that everyone else is doing it. Can that be a powerful brand touchpoint? Your invoice, email signature, letter of confirmation?

This is how to break through the Sea of Sameness. This can be a powerful brand differentiator.

Does your brand need a polish? 

What have you done to polish this prized trophy lately?

And let us know how we can help.

To learn more about the Unisource Strategic Branding Conference

 and how to nurture your brand,

please click here.

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