IHG’s 2016 Trends Report Challenges Brands to Create Meaningful Membership in the “The Age of I”

January 19, 2016

Davos, Tuesday 19th January 2016: InterContinental Hotels Group (IHG®) today launches its 2016 Trends Report: Meaningful Membership: Transforming Membership in The Age of I, at the World Economic Forum (WEF) in Davos, Switzerland. The report challenges brands to engage with consumers in a way that builds Membership Communities, a powerful asset for brands in today's dynamic consumer landscape. Fuelled by the growth of social media channels, there is increasing demand from consumers to belong to a like-minded community, sharing opinions and insight as they connect around their experience of a brand. In doing so they also want to main...