Over the past five years, IHG has reported on the trends shaping the future of brands and business, delivering key insights and actions that bridge the gap between organisations, consumers and sustainable growth. The 6th edition of IHG’s annual trends report, focuses on ensuring brand longevity and success in today’s consumer environment, through the increasingly important role of provenance.
James Britchford, vice-president sales and marketing India, Middle East & Africa, IHG, tells TTN, “In a dynamic and uncertain world, people are leaning towards the familiar, brands they know have maintained their core values, preserved their reputations and will provide expertise, authenticity and uphold their trust.
“We see this global trend applying to the Middle East, as well. Whether a corporate or single product brand, or even corporate portfolio of brands, a potential customer will ask themselves why they should trust in the promises brands and companies are making them. A brand's provenance is a persuasive, trusted way to maintain and gain competitive advantage and a strong heritage helps to build credibility and give credence to a brand’s message. However, at its core, the provenance of a business is not about preserving everything from the past, but simply taking the best aspects forward.
“Being the first international hotel company to enter the Middle East, we have a long and successful history of operating in this region. While we have preserved our heritage and core values, we truly believe that in order to maintain longevity, it is imperative for companies and brands to evolve, continually engage in open dialogues with customers and build upon their heritage, which is why, at IHG, are committed to catering to the changing needs of our guests, while maintaining the levels of service that have come to be associated with the IHG brand.”
TTN is the most established trade publication in the Middle East distributed on a controlled circulation basis to members of the travel and tourism industry.
Published monthly by Al Hilal Publishing and Marketing Group, the region’s foremost trade publisher, TTN is aimed at professionals in the industry, from travel agents to airline and hotel personnel.
TTN provides in-depth and extensive coverage of relevant issues in the Middle East and North Africa as well as in other parts of the world. Travel related news, analysis, and new appointments together with information on up-coming exhibitions, marketing and promotional campaigns are presented in an innovative and striking colour tabloid.
Every issue also contains a collation of international and regional news and topical features of interest to readers.