Introduction  Where travelers are presented with countless choices, brand equity plays a pivotal role in determining a hotel’s success. Brand equity is the intangible value a brand holds beyond its … Continued

How does one successfully bring a brand to life? You engage its stakeholders from the beginning. This may mean redefining what you consider “the beginning.” For effective employee engagement, “the … Continued

Almost all associations have one thing in common—an aspirational mission. But many association leaders find they don’t have what they most desire—achievable results. If you’ve been thinking about how to … Continued

Brand building. It’s one of the most significant levers a company has to drive business growth. According to McKinsey & Company, strong brands perform better financially, consistently beating other brands … Continued

“We don’t need research. It’ll just tell us everything we already know.” There you have it. My most dreaded statement. As a research professional with 25 years of experience, this … Continued

Google “Millennials and travel” and 34,700,000 results appear in 0.47 seconds. Look closer and something else appears too: travel brands that are desperate to cater to this younger, up-and-coming generation. … Continued

The five years leading up to 2017 were good years for the hotel industry. Consumer confidence, corporate spending, and travel spending increased following the recession. Demand of hotel rooms exceeded … Continued

In his analysis of big data, Skift contributor Colin Nagy wrote, “Data should be in service to the human touch.” We couldn’t agree more. In fact, we believe data leaders and CIOs should keep … Continued