Transform sat down with Brash’s founder and CEO, John Brash, to discuss the future of destination branding, and how luxury place-making in the Middle East differs from Europe.
“With new concepts constantly challenging established brands, innovation is key within the industry to continuously inspire and create different and authentic experiences to ensure customer satisfaction. With consumer expectations at a high and only set to increase post-pandemic, people want to spend their time wisely, partaking with unique, credible experiences. Experience has become the most important factor in hospitality and place branding over the last decade. With social media increasingly becoming a way for brands to develop their clientele reach and exposure, it is about elevating post-worthy experiences, cultivating curiosity among other consumers and creating a ‘social buzz’.”
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