David McKee

“Too often, companies across every industry simply assume that they know what consumers want. At Red Roof, we take the time to survey our guests and only implement the changes they actually want. We have consistently found that these requests are typically quite easy to implement and doing so keeps our guests happy and coming back.” — Red Roof Inns CMO Marina MacDonald, offering some advice that the casino industry could use.

“New luxury guests are willing to spend, but at the same time appreciate good value. They want luxurious elements within the guest experience and they are willing to pay for them. At the same time, they understand value and are happy to forego features from which they derive no benefit.” — hotel strategist Guy Cooke on consumers’ demand for an experiential form of luxury, as well as for eco- and community responsibility.

“Your brand is how and what your customers and target audiences think and feel when they see or hear your name, your communications, and your stories. It comes across in your tone, manner, images, and interactions.  A properly formed brand style guide makes the brand understandable to all and influences actions, so the brand can come to life at all touchpoints.” — marketing consultant Julia Carcamo on the complexities of brand equity.