‘The Father of Modern Marketing’; Philip Kotler has cited Cinnamon Hotels and Resorts for creative marketing innovation in his latest book.
Philip Kotler is an American marketing author, consultant, and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He gave the definition of marketing mix. His book Marketing Management remains one of the world’s 50 bestselling guides of all time. The UK’s Financial Times ranked him as one of its top business thinkers.
Kotler’s latest book, ‘Asian Competitors, Marketing for Competitiveness in the Age of Digital Consumers’(World Scientific: 2009) includes a 10-page reference to Cinnamon Hotels and Resorts on the brand’s effective use of social media and its various creative digital initiatives that have led to the brand winning the hearts of digital travelers in the forever-connected, mobile-first world of today.
Kotler explained the importance of a genuine commitment to authenticity amidst the many unoriginal experiences offered by many companies today. He emphasized the need for companies to remain sincere, authentic, true to themselves and most importantly, socially and environmentally responsible, all of which should work towards the organisations’ visions, missions and core values.
In a chapter on ‘Customer-centric Perspective: Connecting with Digital Consumers’, Kotler refers to Cinnamon as a dynamic brand offering “unique experiences that the target audiences earned during the events promoting Sri Lanka and Cinnamon Hotels are expected to be spread through the word of mouth, as well as online reviews and recommendations.” These events included the Cinnamon Travel Blogger Conference Asia (TBC Asia), Cinnamon Immersive Video, a specialized Online Travel Agent Training Module, and ‘Treasure Hunt’ which was a familiarization drive planned for travel agents.
Cinnamon Hotels & Resorts is a chain at the forefront of Sri Lanka’s luxury hospitality sector, comprising 15 hotels and resorts located in key areas across Sri Lanka and the Maldives. The chain has evolved to become synonymous with inspired living, promising holistic experiences that cater to the interests and requisites of the quintessential traveler.
