We ask the committee: How will their approach to marketing change over the next 12 months?

In this first of our ‘We ask the committee’ series, we ask 4 of our committee members how their approach to marketing will need to adapt over the coming year. Here is what they had to say…

Ed Purnell, Area Director, Marketing, Digital & Loyalty UK, Ireland & The Nordics, Marriott International
I think it’s really going to boil down to keeping an eye on what’s changed from a source market / legacy audience perspective and adapting creatively and nimbly.


Claire Bell, Global Digital Manager, Dorchester Collection
As hotel marketers it’s clear we won’t be able to always rely on the extent of internal travellers that we might have done in the past. We will need to look at new ways to entice domestic or surrounding customers through hyper targeted campaigns, or thoughtful ways of reaching new audiences. Clearly there will be a lot of focus on how operational standards will need to change in light of the ‘new normal’ but the key thing for marketers will be to break through the amass of communication of procedures and policies, and find thoughtful ways of communicating these changes to audiences which resonate.

Kasia Rudnik, Director of eCommerce at The Langham London
Digital marketing will shift more to domestic audiences and knowing your audience inside out will be key. I will be relying on data even more to make sure I generate the right demand for my products.


Stephen Moran, Marketing Director at Intercontinental Park Lane
A marketer is always having to adapt and innovate according to the environment so the current situation, although drastic, is no different to how a marketer would approach work. Once businesses have clarified and communicated their safety and cleanliness measures, I believe we will see wellbeing take centre stage.