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.

Discussion

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

Latest

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
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer