ILTM: Boastful advertising 'a waste of money'

da Grande'; FONT-SIZE: 10pt; mso-fareast-font-family: 'Times New Roman'; mso-bidi-font-family: 'Times New Roman'; mso-ansi-language: EN-GB; mso-fareast-language: EN-GB; mso-bidi-language: AR-SA">Boastful, bland advertising and marketing is a waste of money, according to Regent Hotels and Resorts president Ralf Ohletz.

He is part of the team relaunching the Regent brand and believes in a product-led approach, not a promise-led one.

He explained: “Advertising is just a way to say we are the best – editorial is useful, an advert is not.

“But the internet is all about dialogue and opinions are in charge – customers are talking about experiences and anyone can find out what other people think of something.

“So if the product is excellent, people will talk about it. There’s no point focusing on the promise, instead focus on what the customer gets.”

Despite having a famous brand, recently purchased from Four Seasons, Ohletz said the focus would not be on the Regent name.

He said the name would be a bonus as the hotel group expands into China, Abu Dhabi, Dubrovnik, Gurgaon, Kuala Lumpur, Maldives, Phuket and Puerto Rico in the next few years.