Positioned against an alternative backdrop to communication technologies, the British group is launching its new marketing campaign combining its Holiday Inn and Holiday Inn Express brands.
The message is broad and human. It takes advantage of a context where new technologies are omnipresent, according to a survey conducted by IHG, "59% [of respondents] admit to communicating with family members through technology more than they do in person". The hotelier thus gives his customers the opportunity to reverse these figures by insisting on the importance of the moments spent in the presence of "those who matter most to them".
Claire Bennett, Global Chief Marketing Officer IHG, explains: "It is important to be there in in person. We know that the reason people travel is not just about the place itself; it's almost always about people. Travel brings families and friends together, strengthens relations between colleagues and connects the world."
Holiday Inn and Holiday Inn Express both belong to the IHG chain. Holiday Inn is in the midscale segment and Holiday Inn Express is on the upper-economy segment. Bringing together these two brands with their different positioning indicates a brand new strategy for the group.
IHG, fourth hotel group worldwide, has 17 brands and a supply of 5,622 hotels (837,915 rooms) in 2019, in a hundred or so countries, with a single loyalty program: IHG Rewards Club.
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