Shangri-La Insights
25 views | +0 today
Follow
Shangri-La Insights
Shangri-La Insights
An Eye on Shangri-La
Your new post is loading...
Your new post is loading...
Scooped by Ogilvy Hong Kong
Scoop.it!

Marriott & IKEA Launch a Hotel Brand for Millennials

Marriott & IKEA Launch a Hotel Brand for Millennials | Shangri-La Insights | Scoop.it

Marriott has announced that it will partner with Swedish furniture maker IKEA to create a new brand called Moxy Hotels. The first location will open near Milan’s Malpensa airport in early 2014, and the plan is for roughly 150 Moxy properties to be launched all over Europe during the next 10 years.


Moxy is designed to capture the rapidly emerging millennial traveller, combining contemporary stylish design, approachable service and, most importantly, an affordable price.


The hotels won't use Ikea furniture, but will be created using Ikea construction techniques. Ikea’s own business savvy will also  help to keep costs low and lure younger, more budget-conscious travellers.

Ogilvy Hong Kong's insight:

There’s little doubt that no-frills, non-pompous hotels like Moxy are here to stay. Today’s young generation are the new hippies - democratic with a tendency to be embarrassed by lavish displays of wealth. Brands like Ikea and H&M have had a hand in fuelling this trend as well by democratizing luxuries, leading to young people becoming even less inclined towards traditional, pompous luxury. Partnering with Ikea is a way for Marriott to ride on this trend. Recently, Marriott has been partnering with a number of hip brands (think Episode and Wired magazine) to get with the trendsetting crowd.

more...
No comment yet.
Scooped by Ogilvy Hong Kong
Scoop.it!

AXE Anarchy: The Graphic Novel

AXE Anarchy: The Graphic Novel | Shangri-La Insights | Scoop.it

Anarchy, is an audience-driven comic book launched by Axe which built a huge level of sustained engagement by giving the users complete control of the narrative. It became the the first comic book that was written by and starred its readers. The project was serialized over 4 months with a new page created every 2 days.

more...
No comment yet.
Scooped by Ogilvy Hong Kong
Scoop.it!

British Airways Launches UnGrounded ‘Innovation Lab In The Sky’ To Solve Problems By Putting Techies On Planes Together

British Airways Launches UnGrounded ‘Innovation Lab In The Sky’ To Solve Problems By Putting Techies On Planes Together | Shangri-La Insights | Scoop.it

British Airways has announced the first of its “UnGrounded” innovation lab flights, a partnership with the UN, that will assemble 100 Silicon Valley luminaries on a flight to London to devise a platform for connecting tech talent to solve big problems around the world. The inaugural UnGrounded flight will fly on June 12th with 100 leaders from Google, Andreessen Horowitz, RocketSpace and elsewhere on board.


Upon touch down in London, the UnGrounded flight’s assembled team will present their progress to the United Nations’ sponsored Decide Now Act (DNA) Summit and the Secretary General of the UN’s International Telecommunications Union.


The plan is for the UnGrounded “innovation lab in sky” flights to become a somewhat regular occurrence with different destinations. Simon Talling-Smith, EVP of British Airways says that “We’re a premium airline. So innovation has always been at the heart of what we do. The spirit of innovation has changed. A lot of the activity is happening in the technology sphere. We asked ‘what could we do to play our part?’ The airline had a eureka moment when it realized its fuselages could become crucibles for progress. Plus, UnGrounded can’t hurt the company’s image among anyone who fancies themselves an ‘innovator’.

Ogilvy Hong Kong's insight:

British Airways has suffered for a long time for being regarded as an old, heritage brand, disconnected from the lives of its customers, especially in the eyes of young people. However, ‘Ungrounded’ is an initiative to  turn this perception on its head. The values of the initiative – social-mindedness and innovation, will speak right to the hearts of young people today. Aligning itself with Silicon Valley entrepreneurs could also help British Airways be perceived as a member of these 21st century revolutionaries, something which many companies aspire to be part of. Techcrunch’s acknowledgement of the issue that ‘Ungrounded’ addresses and its positive review is surely an encouraging sign that the airline is taking a step in the right direction as well.

more...
No comment yet.
Scooped by Ogilvy Hong Kong
Scoop.it!

Hyatt Names Alex Zoghlin Global Head of Technology

Hyatt Hotels Corp. has named Alex Zoghlin the hotel company’s first global head of technology. Zoghlin will be responsible for all aspects of Hyatt’s technology platform and systems. He will lead the team charged with rapidly deploying innovative technology solutions to enable superior guest experiences and will be responsible for optimizing the company’s technology resources.


Zoghlin was one of the founders of Orbitz, an online travel agency built to revolutionize the way consumers buy and plan travel. Zoghlin joins Hyatt with more than 20 years of technology experience, including over 10 years in the travel and real estate industries. Most recently he was chief executive officer at VHT, a provider of innovative technology and visual marketing solutions for the real estate industry. 

Ogilvy Hong Kong's insight:

Zoghlin seems to be an innovative thinker with special insight on technology and travel. We will be keeping a close watch to see what technological innovations Hyatt rolls out with Alex Zoghlin holding the reins.

more...
No comment yet.