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Conclusion and recommendations The importance of brand in the luxury segment will continue to grow in an increasingly saturated marketplace. This will be reinforced by the need to respond to consumer desire for experiences rather than hard products. To be successful brands will need to differentiate themselves more clearly within the market and deliver their branded experience consistently across their portfolios.

We expect brand to play less of a role in the large mass market segment. However, the success of Lifestyle hotels demonstrates that brand can still sometimes have a significant impact within the mass market and we expect the Lifestyle brand success story to continue. This success has been built on a very brand-led, experiential approach and brand is unlikely to have the same effect within the traditional mass market where hotels are typically product and location led. This trend will pose serious challenges to the major brand owners as they seek to gain market share from their competitors, perhaps increasing the importance of other factors such as the hotel’s loyalty programme on guest choice in this segment.

The growth of social media in the last five years has been staggering and will continue to grow up to 2015 and beyond. This new form of feedback is good news for consumers and offers both threats and opportunities for operators. The transparency of social media will highlight any inconsistencies in the delivery of the brand, and will provide a quick and enriching communication channel between the brand and its consumers. The most successful brands will be those that embrace and learn to harness social media rather than underestimate or fight against its influence