Protea Hotels named COOLEST hotel group!

2014-06-05 10:25

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Cape Town - The annual Sunday Times Generation Next Brand Survey awards were released on 1 June 2014, and Protea Hotels Fire & Ice came out tops.

Protea Hotels, was, for the fourth time in a row, named the coolest hotel group in the country.

The annual youth survey, conducted by HDI Youth Marketeers, is watched closely by brand marketers because it is a gauge of what the thought leaders of tomorrow believe are brands that engage with them now and will continue to do so in future.

This is a really important survey in the country, since the "youth" accounts for a very large part of the SA's population.

The Youth speaks

The survey illustrates the effectiveness of multi-pronged, marketing campaigns on a generation that practically lives on mobile devices and likes bite size information in little more than a sentence or two at a time, according to Nicholas Barenblatt, Protea Hotels Group Marketing Manager.

“Not recognising what attracts the youth market to a brand and failing to use the right channels to communicate with them – on their own terms and in the way that suits them – will have a negative effect on one’s ability to attract, engage and convert them into customers and potential brand advocates.

“They are a generation that works and plays in the social technology space, and a generation with a far greater sense of social conscience. Your brand identity needs to adapt to fulfil their needs and expectations, because if you’re not prepared to talk to that market in their space now chances are you never will reach them,” Barenblatt says.

Prime example of ‘coolness’

“Protea Hotel Fire &Ice!, our lifestyle brand is a prime example of our ‘coolness’, because it demonstrates that as a company we don’t take ourselves too seriously, we have fun and we’re prepared to push the boundaries to create powerful experiences with customer involvement which in turn leads to organic word of mouth amongst a generation of brand igniters.

“I also have no doubt that the opening early next year of the new Protea Hotel Fire & Ice! Menlyn is going keep that youth market brand excitement ignited for the whole of 2015.”

Protea Hotels Director of Sales, Marketing and Revenue, Danny Bryer, says igniting a product or brand to the point that people want to become active brand ambassadors is the key to building loyalty in emerging markets.

Bryer attributes much of the group’s “cool factor” to the STAFF, who has worked hard to successfully take Protea Hotels’ bold, slick and sexy brand personality to the public which is delivered through their unique service culture.

Read more on:    cape town  |  travel  |  protea hotels

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