Predictions 2014: IHG's Tamara Strauss on the rise of the 'invisible traveller'

IHG's Tamara Strauss
IHG's Tamara Strauss

Tamara Strauss, director of agency partnerships at InterContinental Hotels Group (IHG), reveals her predictions for 2014.

Capturing the interest of consumers is the biggest challenge facing marketers. People are increasingly curating their own incoming content, so, in order to fuel conversations and increase sales potential, companies have to give customers a reason to engage with their brand through best-in-class marketing. As marketers, we have a responsibility to create content that consumers want to see - which means increased targeting, community marketing and, above all, engagement.

IHG's "The Kinship Economy" report highlighted the growing trend that travellers' identities are becoming multidimensional - where the same people play different roles on different trips (or even on the same trip). For example, there is the emergence of what we call the "Invisible Traveller", someone who can effectively travel without "touching the sides" by making use of all the tools and resources available to them - booking online, checking in via their mobile and using room service, but expecting the same great guest experience.

We are embracing this by developing innovative technology to target, engage and connect with these customers throughout the entire guest journey.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers