Skift Take

In this video from the 2021 Skift Design The Future event, we hear from Accor’s chief luxury and premium brands officer, Alexander Schellenberger about creative, dynamic, and purpose-driven brand building in the post-pandemic era.

In this video:

  • Brand Building: How Accor Group is continuing to build and boost its brand viability, through an intensified strategy around premium, luxury, and lifestyle – particularly evident in its latest Ennismore initiative – and how its 40+ brand portfolio gives unique meaning, purpose and value to its loyal customer base.
  • Creative Brand Strategies: How businesses and brands in the hospitality industry can drawn inspiration from ideas in other categories, including the fashion world, to generate creative collaboration and foster dynamic and powerful partnerships that resonate in new ways with their audiences.
  • Meaningful Experiences: A look at how travelers are searching for new purpose and meaning in their travel experiences, and how brands can cater to these emerging needs through thoughtful, creative, and dynamic product offerings that go far beyond just offering a hotel and a bed.

With the brunt of the pandemic in the rear view mirror, brands and businesses in the travel and hospitality industries are seeking new strategies to stay ahead of the game and create offerings that resonate with emerging customer need. Brands that opt for creative strategies to drive new meaning and purpose are likely to be at the forefront of, and succeed in, the new landscape.

In this video from Skift’s Design The Future event, we hear from Alexander Schellenberger, chief luxury and premium brands officer, Accor and Carolyn Kremins, President, Skift, about how to build a modern hospitality brand portfolio, and the importance of brand purpose to attract, retain and resonate with new and existing customer bases.

Tags: accor, brands