Promoting And Building Significant Brands In The Cordiality Area
Anita Nayyar, President - India and South Asia, Havas Media Gathering and Chief - Havas Gathering, North India. Havas Media is the fundamental media brand in the Havas Gathering and works in 144 nations. It administrations clients through an arrangement of expert groups that length media, methodology, worldwide administration, computerized, versatile, web-based entertainment, experiential, diversion, and game.
In today’s fast-changing world, the reasons that brought yesterday’s customers to your hotel are evolving. Big brands are buying up hotels and merging like never before. Brands like Airbnb & MakeMyTrip have reshaped the hospitality and technology industry forever. From business travel to leisure to holidaying, hotels are expected to cater to varying requirements by traveler type. With the Millennial generation fast becoming the largest customer group, it is critical to understand them and what they are looking for when they travel.
Globally, millennials (those ages 18-34) travelers constitute around one-fifth of international tourists, and about three-fifths of the world’s millennials are from Asia, and out of this cohort, 33% are from India or China. Destination weddings are emerging very fast and the requirement for the customer here is completely different. Hence, the hospitality industry needs to keep all such requirements in mind to provide the right experience to the right customer.
According to research conducted by Havas Group, in order for a brand to be meaningful, it needs to improve the quality of people’s lives in a tangible, substantial, and fulfilling way. Globally, Travel & Tourism ranks No. 1 as the most meaningful industry, while in India it stands at No. 10. Shockingly, 60% of the content provided by brands is just not meaningful to consumers.
When it comes to content, the expectations differ from industry to industry. Again, Travel & Tourism ranks no.1 globally in terms of content effectiveness, with 47% of respondents associating the travel industry with effective content such as customer support and social media sharing. Consumers want brands to provide value to their lives while also showing commitment to society and the environment. And whether it’s by positively benefitting their family, work, social life, or community, it’s today’s meaningful brand that is winning.
The Palau Pledge campaign created by Host/Havas (Australia), in partnership with the Palau Legacy Project, drew attention to sustainability and the ecological challenges related to tourism. Emirates is a market leader in India and as a brand, they constantly strive to become more and meaningful every year. In a category such as airlines, consumers are driven by experiences - whether it is the onboard cuisine, sitting comfort, or the boarding process among other factors.
The focus of the brand-building initiatives hence is very experiential; whether it is a partnership with a lifestyle channel to showcase the customized cuisines created by celebrity chefs which is available on-board or whether it is about using virtual reality to make consumers experience the airline and the destinations it flies to. Emirates ‘World in My Kitchen’ and ‘Be There’, both campaigns, fulfilled the criteria of creating personalized experiences that were memorable and lasting.
Dubai Tourism is yet another future-first and meaningful brand. Promoting Dubai as a go-to destination was a task for an audience that resists traditional advertising, and the biggest challenge was to create a differentiation and a zing factor about Dubai. Cocreating a music video by Imagine Dragons in partnership with Universal Music Group, which showcased Dubai in black and white lent the Z factor to Dubai as a destination, thus collaborating, to place the city of Dubai in the heart of the content people love.
Globally, millennials (those ages 18-34) travelers constitute around one-fifth of international tourists, and about three-fifths of the world’s millennials are from Asia, and out of this cohort, 33% are from India or China. Destination weddings are emerging very fast and the requirement for the customer here is completely different. Hence, the hospitality industry needs to keep all such requirements in mind to provide the right experience to the right customer.
“Consumers today thrive on experiences that are memorable and lasting. And one way to create a memorable experience is to make it meaningful” Hotels will want to please them with easy check-in and gourmet dining experiences at reasonable prices. In return, satisfied millennials will actively promote their businesses on social media channels. Consumers today thrive on experiences that are memorable and lasting. And one way to create a memorable experience is to make it meaningful.
According to research conducted by Havas Group, in order for a brand to be meaningful, it needs to improve the quality of people’s lives in a tangible, substantial, and fulfilling way. Globally, Travel & Tourism ranks No. 1 as the most meaningful industry, while in India it stands at No. 10. Shockingly, 60% of the content provided by brands is just not meaningful to consumers.
When it comes to content, the expectations differ from industry to industry. Again, Travel & Tourism ranks no.1 globally in terms of content effectiveness, with 47% of respondents associating the travel industry with effective content such as customer support and social media sharing. Consumers want brands to provide value to their lives while also showing commitment to society and the environment. And whether it’s by positively benefitting their family, work, social life, or community, it’s today’s meaningful brand that is winning.
The Palau Pledge campaign created by Host/Havas (Australia), in partnership with the Palau Legacy Project, drew attention to sustainability and the ecological challenges related to tourism. Emirates is a market leader in India and as a brand, they constantly strive to become more and meaningful every year. In a category such as airlines, consumers are driven by experiences - whether it is the onboard cuisine, sitting comfort, or the boarding process among other factors.
The focus of the brand-building initiatives hence is very experiential; whether it is a partnership with a lifestyle channel to showcase the customized cuisines created by celebrity chefs which is available on-board or whether it is about using virtual reality to make consumers experience the airline and the destinations it flies to. Emirates ‘World in My Kitchen’ and ‘Be There’, both campaigns, fulfilled the criteria of creating personalized experiences that were memorable and lasting.
Dubai Tourism is yet another future-first and meaningful brand. Promoting Dubai as a go-to destination was a task for an audience that resists traditional advertising, and the biggest challenge was to create a differentiation and a zing factor about Dubai. Cocreating a music video by Imagine Dragons in partnership with Universal Music Group, which showcased Dubai in black and white lent the Z factor to Dubai as a destination, thus collaborating, to place the city of Dubai in the heart of the content people love.
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