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InterContinental Bordeaux – Le Grand Hotel InterContinental Bordeaux – Le Grand Hotel

IHG Highlights Provenance Importance

InterContinental Hotels Group (IHG) highlighted the importance of provenance when presenting its 2018 Trends Report at the World Economic Forum in Davos.

In the sixth edition of this annual report series, produced in association with Arcature, IHG on January 22 revealed The Provenance Chain; five interconnected stages which provide a demonstrable link between provenance and sustainable growth.

While provenance has its roots in where a brand has come from, the report makes clear that it isn’t about preserving the past, but building on heritage as a foundation for the present and future

Keith Barr, CEO, IHG, commented: “In today’s uncertain and fragmented world, a brand’s provenance links its past, present and future, delivering an assurance of expertise, authenticity and authority that can deepen consumer trust.”