NOTE: The following giveaway is open to Canadians only.
I probably think *way too much* about the hotels I’m staying at. Whereas my husband simply asks if there’s available WiFi – and secondly, if there’s a pool – I tend to have a plethora of questions I need answered before I can settle on my final destination.
What is the experience the brand is promising me in terms of functional, emotional, and social benefits?
Is this promised experience worth my time, money and effort?
How confident am I that I will experience what the brand promises?
At InterContinental Hotels Group (IHG), they’re looking to answer these questions. In their 2015 Trends Report, Trust Capital: The new business imperative in the Kinship Economy, IHG provides a blueprint that various organisations can follow to build trust with different demographics and across different geographies.
For example, think about your own experiences when travelling with your family – or more specifically, your extended family. Chances are, the things you find important (digital solutions, effortless booking, status and prestige of the hotel) may be quite different from the things your parents value (personal service on-site, flexible booking options, reputation of the hotel). …