AHLEI Moves Into The Future, With A Compelling New Brand Message For The Next Generation Of Hospitality

Recognizing this, the American Hotel & Lodging Educational Institute (AHLEI) embarked on a market research initiative this spring, in order to determine how to best serve their hospitality industry clients in the workforce, academic, and distance learning categories, both in the United States and emerging international markets. In order to accomplish this objective, they enlisted the help of Orlando-based Plan A PR & Marketing, a hospitality industry focused marketing and branding firm, to conduct a market research study comprised of on-site and web-based qualitative focus groups. Held over a two-month period, this study solicited honest and unbiased opinions from industry executives regarding AHLEI's organizational structure, its products and services, as well as the current and future needs of the market for education and training materials. Online questionnaires also gathered quantitative data from the larger market.

"Our goal for AHLEI's market research initiative was not only to solidify our position as the premier provider of education and training for the U.S. hospitality industry, but to map out a plan to grow our repertoire internationally to meet the changing needs of our clients," said Robert L. Steele, III, CHA, president and Chief Operating Officer of the AHLEI. "We recognize that the world has become much less region-specific and our markets are getting younger and younger. In fact, the fastest growing segment in the hospitality industry is the under-30 demographic. We needed to strategize on how to better serve these expanding markets, and the research is helping us do that."

As a result of the market research, AHLEI has launched a new advertising campaign and tagline, dubbed "The Next Generation of Hospitality" to reflect the changes that are currently being implemented in its product selection and market communications. These changes include a new, more user-friendly website that launched this month, as well as updated courses, more digital books, an expanded online curriculum and an extensive social media outreach.

"Our iPhone application, Hospitality iCoach, has been extremely well received and is a harbinger of similar things to come from AHLEI," continued Steele. "We are making a greater effort to be where our clients are in the mobile world -- and it's having a positive effect."

AHLEI also recently launched a Facebook page to expand the lines of communication with their clients, and similar initiatives are being made on other social media sites. AHLEI's new ad campaign, developed by Plan A, features images of children to represent the future of the industry, and carries the tagline, "The Next Generation of Hospitality." These ads will appear online, as well as in various trade magazines and trade shows throughout the coming year.

"The world is changing, and so must we," concluded Steele. "We want everything we touch to reflect our focus on the future and our commitment to provide the very best educational and training materials and services available to our industry."

2012 Annual ICHRIE Summer Conference & Marketplace
1 - 4 August 2012
Visit us at booth 3 and 4
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