GoDubai
  
  
  
  
Citylife > Press Release
  Home Contact us Add to Favourites
Most Recent Postings
More Press Releses
Featured Sections

Event Finder
A daily roundup of exhibitions, promotions and other events in Dubai and the rest of the Emirates.
Submit an Event
Latest Dubai Press Releases >> Banking and Investments

 
  Share

2018 IHG Trends Report demonstrates the competitive advantage derived from a powerful and authentic provenance which resonates with consumers

Dubai, UAE, January 28, 2018:  Provenance is the foundation for enduring brand success and has become more important than ever for organisations wanting to succeed in today's complex consumer environment. That is the finding of the 2018 Trends Report published today by IHG® (InterContinental Hotels Group) at the World Economic Forum in Davos. In the sixth edition of this annual report series, IHG reveals The Provenance Chain; five interconnected stages which provide a demonstrable link between provenance and sustainable growth.

As businesses increase their focus on strengthening their relationships with their customers, the report says that provenance can play a key role in reinforcing trust and credibility in the minds of customers. Provenance provides continuity and consistency in a fast-changing world and across the growing multitude of platforms through which customers engage with brands, and that builds trust, which is a key element of perceived value. Trust, in turn, creates preference over other equally-priced brands and increases customer loyalty.

IHG Chief Executive Officer, Keith Barr, commented: “In today's uncertain and fragmented world, a brand's provenance links its past, present and future, delivering an assurance of expertise, authenticity and authority that can deepen consumer trust. We believe provenance in a brand is an essential foundation for industry leadership and enduring success, which is why it is at the heart of IHG's approach to our individual hotel and corporate brands. The 2018 IHG Trends Report brings to life a clear connection between a brand's provenance and its ability to deliver sustainable growth.”

The report defines provenance as a brand's consistent, relevant and distinctive heritage. However, while provenance has its roots in where a brand has come from, the report makes clear that it isn't about preserving the past, but building on heritage as a foundation for the present and future.  

Barr added: “Loyalty is extremely important to IHG. Our brands have been delivering True Hospitality to people around the world for over 70 years. Throughout that time, we have created deep-seated trust in our brands, building our reputation into the leading and truly global hotel business we are today. We want to build loyalty among guests, among franchisees and among employees. There are various ways in which we do this, including through our industry leading IHG® Rewards Club loyalty programme. But it is the provenance of both our individual brands and the IHG corporate brand which underpins everything and builds true trust and preference over generations.”

The Provenance Chain is the sixth IHG Trends Report, produced in association with IHG's long-term partner Arcature, and through using its own research and observations, as well as a variety of third party sources. Previous reports have covered themes including Addressing Paradoxes of The Age of I, Meaningful Membership, Building Trust Capital, Creating Moments of Trust, and The New Kinship Economy. 



Posted by : GoDubai Editorial Team
Viewed 7497 times
Posted on : Sunday, January 28, 2018  
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of GoDubai.com.
Previous Story : Mashreq posts a 6.5% y–o–y growth in Net Profit for 2017
Next Story : FILMFARE Middle East is all set to re-launch in March 2018
Email this article Print this article

Share this article with your friends and followers
NewsVine

Comments

Back to Top  
Most Viewed Press Release posted in the last 7 days
Let It Glow
Filorga Launches FLASH-NUDE Collection
Let All Your Photos Be Merry & Bright
HP ProBook x360 11 G3 and G4 Education Edition
The Rado DiaMaster Petite Seconde Automatic COSC The Rado watch at the top of th...
Chrono 4 Grande Taille - an extra-special timepiece
Tips and Tricks to Wash the Perfect Whites
30 Years of Ryder Cup Heroes Confirmed for the 30th Edition of the Omega Dubai ...
Nike Dubai, the largest Nike store in the MENA region, opens its doors in the Du...
PopSockets launches a new collection with crystals from Swarovski, the must-have...
Maintain Healthy Skin Year Round
American Eagle Is the Go-to Destination for Gifting This Holiday Season'
Free gold coins at Malabar Gold & Diamonds Festival
MIDO Baroncelli Lady Day & Night collection
Akshay Kumar Stuns Audiences With Transformation Into Surprising Look for 2.0
GAZOO Racing Wins Australia Rally at FIA World Rally Championship
Newby Teas Launches Advent Calendar For Christmas 2018
Golden Mile Galleria's ‘A Cultural Flair' attracts hundreds of art lovers to Pal...
Tissot Chemin des Tourelles
The Interiors Gift Guide with Home and Soul
Growth and inclusivity drive Avaya's channel strategy for 2019
Etihad Museum displays the UAE flag using 3D lighting
Time For Enchanting Moments
Holiday Handbags | GUESS
BharatMatrimony launches office in Dubai targeting 2 Million Indians
HE Sheikh Nahayan Mabarak Al Nahayan, UAE Minister of Tolerance opens In-Vitro F...
Kartik Aaryan attends Danube bash
France Attractiveness Scoreboard 2018 Released
UAE Exchange celebrates UAE National Day in association with RTA
International supervisory community meets to discuss challenges ahead for global...
UOWD's quality management expert wins ASQ-UAE Quality Professionals Award
Ring in a dazzling festive season at Ibn Battuta Mall
Dubai's Most Magical Festive Market Opens at Dubai Festival City Mall
Chinese Manufacturing Companies to Highlight Trade Opportunities in Middle East
UAE Carriers announce aircraft formation to celebrate 47th National Day and Year...
Global Knowledge Index 2018 and The Future of Knowledge: A Foresight Report shin...
Festive Gift Sets from Bubble T
Dubai Customs wins 3 awards from Ideas UK 2018
Voting on UAE Superbrands 2019 Begins
Five-Star Euro NCAP for Jaguar's Electric I-PACE
Al Hosn Now Open to the Public
Spinneys Dubai 92 Cycle Challenge | Road Closure Timings
Middle East economies are still dominated by oil sector development
Green Hope's November Advocacy
New ACH145 Mercedes-Benz Style Cabin Model Highlights First Presence at MEBAA fo...
FBMA and 47 Emirati women celebrate UAE National Day
National Hospital offering special UAE National Day Health Package for AED 47th
New Zealand Crowned Dubai Champions
BMW Group sales increase in October
Marina Mall sets new world record for Zayed legacy