Hayes Roth
Member since November 2018Contact Hayes- Founder/Principal HA Roth Consulting LLC
- New York New York
- 10128 USA
Articles by Hayes All articles by Hayes
- Why Hotel Brands Are 'No Shows' On Customer Engagement in
Marketing Daily on
11/19/2018
For hospitality brands, the key is to match the character of the property (brand) experience to the individual guest (consumer), whenever possible.
Comments by Hayes All comments by Hayes
- Why Hotel Brands Are 'No Shows' On Customer Engagement
by
Hayes Roth
and
Andrew Susman
(Marketing Daily on
11/19/2018)
You’re right— we’re not at opposing ends here. And there’s no question that “brand experience” has joined the realm of marketing ”buzz” vocabulary in recent years, though I don’t think that entirely negates it’s relevance. In fact, as you point out, “relevance” is the key to effective brand engagement and experience and still the too often elusive goal of everything we strive to achieve in this business.
- Why Hotel Brands Are 'No Shows' On Customer Engagement
by
Hayes Roth
and
Andrew Susman
(Marketing Daily on
11/19/2018)
[Re-posting my response as it seems to have been lost]. Ron-- very much appreciate your thoughtful comments. Unfortunately space didn't allow for us to elaborate beyond what you read. As for the data, we'll stand by it and happy to share the larger studies. However you are correct in that one of the core challenges for the hospitality industry is that so many of the great chains don't actually own the facilities they brand. Can make it very difficult to completely "own" an experience delivered by non-employees in space you don't fully control. Another problem is that, for most of us, even the booking relationship is owned by a third party-- be it Expedia, Travelocity or the like. So creating and nurturing a differentiating and emotionally engaging brand experience with target customers becomes a difficult gauntlet to run consistently and persuasively.
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