Lucas Santos

Elevating Brand Differentiation: The Path to Unforgettable Brand Identity In the current fiercely competitive market environment, brand differentiation must be more than just a strategic consideration – it is a fundamental requirement. As the Head of Brand, my primary responsibility lies in navigating the considerable challenge of ensuring our brand emerges distinctively in a landscape crowded with rivals. But how can we genuinely achieve this? 1. Understand Your Unique Value Proposition (UVP): Each brand possesses its own fundamental essence. Therefore, I rigorously investigate the distinct elements that set our brand apart. Is it our product, exceptional service, or captivating brand narrative? Clearly identifying and effectively communicating this UVP to our audience remains crucial. 2. Leveraging Consumer Insights: By harnessing the power of data and analytics, I acquire profound insights into our consumers' needs, preferences, and behaviors. This understanding enables us to tailor our brand communications to resonate with their pain points and aspirations, directly influencing brand resonance. 3. Craft an Authentic Brand Story: Narratives breed emotional connections. Therefore, I formulate a compelling brand narrative that authenticates our brand's values, mission, and vision. Authenticity is paramount, as consumers can readily discern insincerity within a brand. 4. Embrace Cultural Relevance: It is pivotal to remain attuned to cultural shifts and social trends. I ensure that our brand maintains relevance by aligning with contemporary values and demonstrating adaptability to change. This cultural resonance significantly augments brand affinity. 5. Continuous Innovation: Innovation pervades our brand strategy at its core. Whether through product development, customer experience enhancements, or marketing strategies, I persistently seek methods to astound and engage our audience, thereby sustaining our brand's freshness and appeal. 6. Measure and Optimize: It is imperative to implement robust metrics to gauge the effectiveness of our brand differentiation endeavors. I utilize these insights to refine our strategies and propel continuous improvement. Differentiation is more than just standing out—creating a lasting impression that turns customers into brand advocates. #BrandDifferentiation #BrandStrategy #ChiefBrandOfficer #MarketingInnovation #BrandIdentity #CustomerExperience

27

1 Comment

#Embarkimmersive in #LosCabos was beyond fabulous! Great connections with advisors, suppliers and fellow luxury brands! Jack Ezon & Julie Danziger are amazing examples of the power of partnerships! #luxurytravel #luxurytraveladvisor #luxuryretail #luxurylifestyle

10

2 Comments

Demand for travel to destinations across the Americas is on the rise, according to our newly released report in collaboration with UN Tourism. For the second half of 2024, North America continues to be the most popular and searched for destination, seeing 13% growth from last year. Central America has seen similar growth (12%) as travelers look for sun.  To unpack more of these trends, join one of the upcoming webinars on Monday, October 28 with UN Tourism: 🌎In English:  https://gag.gl/ZpzDj5 🌎En Español:  https://gag.gl/yRDK3o

15

Who cares about the planet? Who is influenced about the planet when they buy? Every brand is now wanting to share their sustainability credentials and actions It turns out though that the customer isn’t always reacting so positively to sustainability messages versus other options such as indulgence or implied popularity. Another great listen #behaviouraleconomics #behaviouralscience #consumermarketing #sustainability #customerjourneys

9

1 Comment

Throwback to last week. Our US travels began in LA, where, with the great assistance of my dear friend Alan of Secret Dalmatia and his sales representative TL Portfolio and the amazing Natalia we hosted 30 travel agents at the iconic Dan Tana's restaurant on Santa Monica Boulevard. Dan Tana's, celebrating 60 years of operation this year, is a favorite dining spot for Hollywood A-list celebrities. We missed seeing Al Pacino by one night! It was a close call 😎. The restaurant is owned by the same family that owns Lošinj Hotels & Villas, which made our presentation and storytelling even more personal and authentic. The setting was perfect, the evening ideal for being outside, and we gave full presentations on Croatia, particularly on Lošinj and our hotels. People loved the food, but even more, what they learned about our properties. It was a resounding success. Positioning Lošinj and the wider destination of Northern Adriatic, along with our properties, is a slow and deliberate process. I don't believe in the fireworks effect, which is spectacular but short-lived. Instead, I believe in pursuing a sustained, well-thought-out approach with compelling storytelling, honest and believable people, brand ambassadors who build trust, and plenty of educational moments. This approach requires time, patience, confidence, and, moreover, belief in the purpose. This approach is not easy, especially in a time when people believe in quick fixes and fast solutions for everything. However, those who embrace it properly get to reap the rewards. #losinjhotels #luxuryhospitality #storytelling #destinationmanagement

93

1 Comment

Reimagine your place branding with AI! Discover nine innovative ways to leverage AI for more effective destination marketing strategies. Read our thoughts in this expert article on City Nation Place: https://gag.gl/s4ndcN

5

For the 3rd consecutive year, we are examinating the evolution of the priorities of the global citizens thanks to a global survey we are conducting with Ipsos. Changes are occurring and we can observe new trends. Is it aligned with your perspectives ? What to do with the outcomes to impact on people ? Download the report to know more : https://bit.ly/FII_PC2024

22

3 Comments

I love this clarification: "There’s a distinct difference between the events business and the business of events. We have to understand that events are designed to serve a business purpose.” Corporate events are different today because we now understand that enabling people to engage and grow is more that logistics and menus -- it's appealing to both business and attendee goals in order to shape content, format and overall outcomes.

5

1 Comment

In the latest article from Glenn Hasek titled, "Ryan Butler Keeps PM Hotel Group Centered, Focused on Sustainability Goals" he shares: “With so many different brands in its portfolio, part of Butler’s job is keeping pace with each brand’s sustainability standards. “It is a challenge,” he says. “We make sure there is a champion at each property to handle it.” Brand sustainability dashboards are consistently monitored. “We make sure properties know the brand requirements,” Butler says. One brand follows another in the sustainability space. Dealing with so many requirements is an opportunity to learn best practices. In 2023, Renaissance Philadelphia and Marriott Old City Philadelphia performed LED retrofits avoiding over 500,000 pounds of CO2. At the Hotel Dupont in downtown Wilmington, Delaware, the property underwent a $2.6 million deep energy retrofit in 2020. Eight energy conservation measures were taken. From November 2021 to November 2023, there was a reduction in CO2 of 5,838 tons.” Lush Sustainable Hotels Association states 5 Features of an Eco-Friendly Hotel Include: #1 – Energy Saving Systems #2 – Sustainable Local Products #3 – Water Saving Systems #4 –Natural and Cultural Integrity #5 - Carbon Neutrality Hoteliers, if you are seeking the most cost-effective way to update your current guestrooms and incorporate sustainability back into your hotel, BEGIN by reviewing your guestroom FF&E. It is the largest component of your existing assets. Choose The Refinishing Touch to sustainably refinish and restore your FF&E. The incredible savings will be a minimum of 50% up to as much as 80% over replacement costs while dramatically reducing your hotel’s CO2 footprint. The numbers do not lie!   Sustainability is not a luxury, it’s a necessity. Every day is Earth Day at The Refinishing Touch. Call Jeanne Shannon today at 1.800.523.9448 and let’s discuss all your cost-saving options for updating your hotel FF&E. Let’s get your hotel ready! Learn more at https://lnkd.in/dnEzbNn and review our Go Green Ideas for Hotels and Resorts Guide! https://lnkd.in/eu8avrge  #gogreen #refinishFFE #reduceCO2 #addsustainability #savings #everydayisEarthDay

3

The pace of growth dies when businesses get more preoccupied with optimizing their product over paying attention to basic customer needs. Then those same businesses call it "inevitable" when customers find other solutions to their problems. Solve your customers needs first and everything else follows.

23

2 Comments

At today’s ROAR Forward Summit at the #Hearst Tower, I had the opportunity to listen to an incredible panel on ‘Great Design for Life.’ It was fascinating to hear how the needs and expectations of the mature luxury traveler are evolving. Key takeaways:    •   Experience-first travel is at the heart of what today’s seasoned travelers are seeking—small-batch, curated moments that prioritize deeper engagement and personalization.    •   The luxury market is moving beyond products to emphasize authentic, bespoke adventures, with the success of marketing luxury cruises and tours hinging on creating meaningful connections. This resonates deeply with Wowzitude’s mission to inspire culturally curious travelers through our livestream, interactive tours, where participants can ‘sample’ destinations in real-time with expert local guides. The panelists highlighted the importance of engagement, and it’s clear that offering opportunities for dialogue and discovery—hallmarks of our live tours—aligns with what today’s discerning travelers desire. Oceania Cruises’ SVP of Global Marketing Nathan Hickman’s insights into marketing luxury cruises as bespoke experiences reinforced this idea: luxury is not just about amenities; it’s about fostering human connection and delivering stories that inspire. As the conversation around mature travelers evolves, so too does the potential to redefine what experiential travel can mean. Excited to see where this dialogue takes us! #LuxuryTravel #ExperientialTravel #Travel #CulturalCuriosity #Crruise

7

Now, there is an #allinclusive for everyone. Hyatt's new brand targets Gen Z and more price-conscious travelers. https://lnkd.in/esJ8nT6b #hyatt #hotels #allinclusive #allinclusivehotels

19

1 Comment

"In the past, we spent a lot of time behind computers, behind paperwork, and emails. But in luxury hospitality, you must have time for guests." At Belmond, classical elegance meets innovation through Adyen’s payment technology. Since the partnership, Belmond saw: - No more manual payments processing - 90% conversion rate across properties - 4.2% uplift in Net Promoter Score (NPS) Understand how financial technology can increase guest satisfaction and conversion in the case study here: https://shorturl.at/kcheF

24

As marketers, we’re navigating an ever-changing landscape, where what worked yesterday might not work tomorrow. That’s why it’s crucial for us to continually test and evolve our strategies. Complacency is our enemy; curiosity is our ally. One key takeaway from this insightful article is the importance of staying data-curious. Data isn’t just a tool for measuring success—it's a beacon that guides our next move. By staying curious and diving deep into analytics, we can unlock opportunities that drive real growth. At National Corporate Housing we’ve embedded this philosophy into everything we do. In the #GlobalMobility #Hospitality industry, understanding guest preferences and trends is critical. That’s why we’re constantly testing, learning, and refining our approach to ensure we deliver unparalleled experiences. Stay curious and continue to push the boundaries of what’s possible. #Marketing #DataDriven #Hospitality #GrowthMindset

25

1 Comment

This report is a labor of love and worthy of a read. :) Dig into this trend report x

3

“Sustainability has always been integral to the DNA that makes up our brand, the thread woven throughout all our hotels. We believe that prioritizing sustainability and leading with nature does not mean having to sacrifice design, functionality, or luxury.” -Raul Leal, CEO of SH Hotels & Resorts “We're thrilled to share that our 1 Hotel Hanalei Bay has become LEED Certified! From biophilic elements to green roofs, water conservation, and salvaging 144 tons of construction material, we've reduced our carbon footprint significantly prioritizing the planet every step of the way. This is a proud moment for our team, and we're inspired to continue our mission towards a greener tomorrow!” 1 Hotels. Hoteliers, did you know the fast furniture industry contributes 9 million tons of furniture tossed every single year. That's 5% of EVERYTHING in landfills (via EPA estimates). Every single piece of furniture saved from the landfill helps create a more sustainable furniture ecosystem. For hotel owners and management companies, cost is always the #1 factor in adding sustainability into the hotel. However, being green doesn’t automatically mean incurring more costs. It could reverse additional spending in the long-term for hoteliers. If you are scheduling a guestroom refresh in 2025, whether a PIP, 7-year soft goods renovation or Capex full renovation, first consider the sustainable choice to fully refinish your existing FF&E. At The Refinishing Touch, we can provide the most cost-efficient allocation of your capital expenditure providing a minimum of 50% savings to as much as 80% savings and more. Now that is worth the consideration! Every day is Earth Day at The Refinishing Touch. Call Jeanne Shannon today at 1.800.523-9448 to discuss your next hotel guestroom refresh. #maintainassets #refinish #sustainability #reduceCO2 #savings #reinvestforyourguests

5

Embracing New Horizons at 60: Leadership, Imagination & Lasting Impact Redefine Leadership, Inspire Change, and Create a Legacy in Hospitality & Beyond. Turning 60 is not a time to slow down—it’s an opportunity to reinvent, inspire, and lead with a new vision. Drawing from decades of experience, now is the perfect moment to shape roles that go beyond traditional boundaries. By focusing on thought leadership, mentorship, and the imaginative use of AI-driven tools, you can expand your influence globally. Establish a consulting platform, create high-impact courses, and mentor younger innovators who bring fresh perspectives to the industry. This is a time to blend your wisdom with the digital age, leaving a legacy that future leaders can build upon. Engage me to Relaunch your career! Take the first step toward a legacy of inspiration and influence. Redefine your journey today and inspire a new generation of leaders. Call me now: 8334054504 https://lnkd.in/dNM_ [#CMO #HotelMarketing #GlobalStrategy #SBIHM #HospitalityLeadership #InternationalBusiness #HotelIndustry #MarketingExcellence #hummingsanjeeva #GlobalOutreach #LuxuryHospitality #Recruitment #iLEADKolkata #HotelManagement #Leadership #hotel #NIPS #MayfairHotelsandResorts #hospitalitycareers #naukri #hospitalitylityIndustry #MultilingualExpert #Peerlesshotelsandresorts #HR #OberoiHotelsandResorts #TajHotels #SarovarHotels #MarketingLeadership #revenuegrowth]

1

Living in Jamaica and the broader Caribbean region is a source of deep pride for many. From the vibrant cultural heritage to the breathtaking natural beauty, the region offers a unique blend of history, diversity, and spirit that is hard to find anywhere else in the world. Jamaica, in particular, stands out with its globally recognized contributions to music, sports, and culture. The birthplace of reggae, it is home to legends like Bob Marley, whose influence continues to resonate worldwide. Additionally, Jamaica’s athletes, especially in track and field, consistently rank among the best in the world, embodying the island’s resilience and excellence. The Caribbean as a whole is a melting pot of cultures, reflecting a rich history shaped by indigenous peoples, African heritage, and European influences. This diversity is celebrated through colorful festivals, flavorful cuisines, and the warm hospitality that the region is known for. Each island has its own unique charm, yet they all share a common spirit of community, strength, and joy. Moreover, the region’s natural beauty is unmatched. From the turquoise waters of the Bahamas to the lush mountains of Jamaica, the Caribbean offers endless opportunities for adventure and relaxation. Living here means being surrounded by stunning beaches, vibrant marine life, and a climate that invites outdoor living year-round. In the face of challenges, from colonial histories to modern environmental threats, the Caribbean people have shown incredible resilience. This strength, paired with the region’s deep cultural pride and natural wealth, makes living in Jamaica and the Caribbean something to truly celebrate. It’s a reminder that, no matter the struggles, there’s so much to be proud of and grateful for in this corner of the world. #SandalsJamaicaLove

17

According to Zoom's latest survey, the adoption of 𝐡𝐲𝐛𝐫𝐢𝐝 𝐰𝐨𝐫𝐤𝐢𝐧𝐠 𝐦𝐨𝐝𝐞𝐥𝐬 𝐚𝐧𝐝 𝐀𝐈 𝐜𝐨𝐧𝐭𝐢𝐧𝐮𝐞𝐬 𝐭𝐨 𝐫𝐞𝐬𝐡𝐚𝐩𝐞 𝐰𝐨𝐫𝐤𝐩𝐥𝐚𝐜𝐞𝐬 around the world. ◾ An average of 85% of executives report productivity gains thanks to generative AI, confirming its key role in the #FutureOfWork. ◾ Some are still hesitant, concerned about the learning curve and the impact on employment. Dedramatizing the use of AI is also important, as many employees are still reluctant to admit to using it, fearing it will be perceived as unprofessional. #AI #HybridWork #EmployeeExperience #DigitalTransformation

16

3 Comments