Matter of Trust

credit: jplenio

Holiday Inn topped Morning Consult’s recent list of trusted travel brands. At a time of record low trust in America, conveying trustworthiness is an opportunity for brands to fill a void many perceive has been left by the country’s institutions. Holiday Inn built trust through its expansion (it’s in all 50 states), pioneering hotel loyalty program, and its tech forwardness. But trust goes beyond programs and tactics. It's certain Holiday Inn’s brand - from its outward messaging to its internal culture - also works to convey trust. Many brands don’t spend enough time thinking about trust since it can be nebulous. That's a missed opportunity.