IHG’s 2016 trends report challenges brands to create meaningful membership in the “Age of I”

IHG’s 2016 trends report challenges brands to create meaningful membership in the “Age of I” 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. Source: Hotel Marketing IHG’s 2016 trends report challenges brands to create meaningful membership in the “Age of I”