By David Turnbull – Hospitality Entrepreneur , Founding Partner at Techtalk.travel
Looking back to some examples from his pre-digital career, David Turnbull notes that the successful hotel brands of today are those that have gone back to grass roots – ones that differentiate themselves by delivering customer-focused campaigns and branded experiences that give their target audience a compelling reason to become and then remain, brand advocates.
Traditionally hotel brands largest added value has been distribution. A hotel got branded and was quite rapidly connected to a massive flow of reservations, on all the channels that existed. It helped guests search, travel agents book and hotels get filled.