Online Marketing Strategy and Consumer Behavior - IHG Owners ...
Online Marketing Strategy and Consumer Behavior - IHG Owners ...
Online Marketing Strategy and Consumer Behavior - IHG Owners ...
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<strong>Online</strong> <strong>Marketing</strong> <strong>Strategy</strong> <strong>and</strong> <strong>Consumer</strong> <strong>Behavior</strong><br />
4<br />
There are some with<br />
traditional br<strong>and</strong> image<br />
creative concepts<br />
such as Intercontinental<br />
Hotels promoting<br />
its tag line about “living<br />
the Intercontinental<br />
life” <strong>and</strong> Sheraton’s<br />
“big moments are<br />
better when shared.”<br />
Some product benefits<br />
are featured such<br />
as Marriott’s “flexible<br />
work spaces” or<br />
Fairfield’s promise to<br />
give the traveler “what<br />
they need to work<br />
freely” — free WiFi,<br />
breakfast, <strong>and</strong> more<br />
for less, which implies<br />
value for the stay, not<br />
so much a discount on<br />
room rates.<br />
Then, there is the announcement<br />
about the<br />
unveiling of renovated<br />
rooms <strong>and</strong> public<br />
areas on a large scale.<br />
La Quinta with its regional<br />
concentration in<br />
the Southwest, focused<br />
all of its TV <strong>and</strong> magazine<br />
ads on rolling out<br />
the new look.<br />
Published by the hsMAi FoundAtion 141
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