Digital Experiences Help Build A Resonant Hotel Brand
Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers benefit from more choices and do more research before making a purchase. Forrester's research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance and can secure consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 hotel brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant hotel brand.