Trends Report

Digital Experiences Help Build A Resonant Hotel Brand

Technographics® TRUE Brand Compass: Hotels

July 28th, 2014
TS
Tracy Stokes
With contributors:
Moira Dorsey , Roxana Strohmenger , Anjali Lai , Colin Campbell , Alexandra Hayes , Elizabeth Perez

Summary

Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers benefit from more choices and do more research before making a purchase. Forrester's research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance and can secure consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 hotel brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant hotel brand.

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