Innovation and brand management in the hospitality and leisure industry: perspectives from new leaders

A number of top leadership positions in the hospitality and leisure industry have recently been filled by professionals from outside the industry – mainly from large, fast moving consumer goods (fmcg) companies famous for brand management and innovation. This follows a shift by many large hotel operators towards franchise and management contract business models; becoming brand owners and operators rather than asset owners.

We spoke to industry observers and CEOs new to the hospitality and leisure sector to ascertain the relevance of fmcg experience to the hospitality and leisure industry; understand the perceived differences between the hospitality and leisure industry and other sectors; the state of brand management, consumer insight and marketing generally in the industry; the outlook for the industry; and the skills required of future leaders.

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