Branding & Marketing

Understanding consumer behavior: how to influence the decision-making process

Understanding the consumer decision-making process is integral to influencing the outcome of consumer behavior. The consumer...

Ana McFee

Reading Time: 9 min

Branding & Marketing

What makes an effective digital marketing strategy and how to craft one?

Over the past decades, marketing practice has increasingly focused on creating online interactions between organizations and...

Dr Valentina Clergue

Reading Time: 5 min

Branding & Marketing

Marketing: From brand multiplicity to brand authenticity

Before the pandemic, hotel brands were at a crossroads with increasingly brand agnostic consumers and ever-expanding brand...

Dr Elisa Chan

Reading Time: 3 min

Branding & Marketing

What is E-Marketing?

There are over 27 million hotels in the world, which means that organizations interested in capturing the attention of customers...

Ana McFee

Reading Time: 3 min

Branding & Marketing

What are customer acquisition costs and why is it important to calculate them?

This article lays out why it's important to differentiate distribution costs from customer acquisition costs (CAC). Distribution...

Dr Meng-Mei Maggie Chen

Reading Time: 2 min

Branding & Marketing

Destination marketing: how to use images to promote a destination

A picture is worth a thousand words! A picture is worth a thousand potential visitors to a destination! Destination marketing...

Dr Meng-Mei Maggie Chen

Reading Time: 2 min

Branding & Marketing

The power of scent: How to create an olfactory signature in hospitality

An interview with scent specialist, Emmanuelle Grau-Bretin, founder and director of the Neuchâtel-based olfactory design center, ...

Beatrice Venturini

Reading Time: 5 min

Hotel and Restaurant Concepts trends in hotel concept development

Branding & Marketing

5 emerging trends in hotel concept development

From a meditation app competing with a spa to a hotel encouraging its guests to save coral reefs, the hospitality industry has...

Youri Sawerschel

Reading Time: 2 min

Branding & Marketing

Concept Design: Crafting distinctive hotels through storytelling

Mention ‘hospitality concept design’ and the first words that come up in the minds of many is this: beautiful interior design....

Kimberly Yoong

Reading Time: 8 min

Branding & Marketing

Guest experience: Towards authentic immersion

What is the importance of guest experience? At the heart of every restaurant's potential for profit and success is the quality...

Catherine Rey

Reading Time: 2 min

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