Being everywhere is no longer enough

Reading Time: 3 mins. 28/03/2018

Building a strong brand image and maintaining it is not easy nor simple in today's omnichannel landscape. Discover the 4 basic elements in which you have to focus to build this brand and connect with users.
Nowadays hotel brands face continuous challenges when communicating with users. They should offer experiences, not only in their establishments, but also through social networks, as well as through traditional media and sales channels.
In addition to that, being everywhere at all times is no longer enough. Hotels must also engage with consumers in a broad cultural, social and political spectrum.
Dentro de estas tendencias destacan 4 elementos en los que hay que centrarse para construir una marca solida y conectar con los usuarios.
Consumers have changed, they have new demands and brands must change with them. When it comes to brand building and maintaining its image, brands must adapt to new trends so they don’t become outdated. What worked a few years ago doesn’t have to work now.
Within these trends, there are 4 elements that we must focus on in order to build a solid brand and connect with users.
Interact with the audience... or die
Interaction with users has become a must for those brands that want to stand out from the rest. But not only is it a fact that allows brands to stand out, this interaction with users generates curiosity about the establishments of the brand.
Brands without interaction run the risk of boring their audiences and misrepresenting key benefits of their establishments.
Creative Curation
This growing trend consists in uniting new cultural trends with market opportunities with the ability to reach consumers. One example is taking advantage of the developments in AR to provide customers with a genuinely useful way to experience a vacation at one of their establishments as Marriott did.

Mix of moments
This occurs when users use different devices and platforms in order to reach the products and services of interest, therefore, connecting with the brands that generating confidence. An example would be the user who is looking for hotels for his next destination through TripAdvisor. This user goes to the web of those hotels who interest him, compares prices through metasearch engines, reads the opinions of other travelers on google, takes inspiration from social networks and has a chat with the hotel where he wants to stay, through a chatbot inserted in the weeb.
This 'mix of moments' will be more intense in the near future, so hoteliers should start thinking about how to design these moments of contact with users in order to offer them the best moments.

Beyond corporate social responsibility
Corporate social responsibility is a fact that is almost taken for granted in most companies, but more and more it should go further and treat cultural diversity as one of the main values. Companies that achieve that sort of image of a workplace where their employees are valued and are committed to promoting diversity, will achieve a solid image in front of users.
Building a solid brand image and maintaining it is not easy or simple in the current omnichannel scenario, especially if we take into account the uncertainty generated by the changing process of current trends. The important thing is to know what are the expectations of the consumers in each moment and what they want, a strong motivation and, above all, remember to focus on what matters: personal experience.