# The Death of Loyalty... | HotelierCo

- Canonical URL: https://wefunder.com/feed/159133
- Entity ID: wefunder:feed_item:159133
- Published at: 2022-11-02 12:30:42 UTC
- Updated at: 2025-07-09 03:22:34 UTC

## Author
Nathan Kivi

## Subject
HotelierCo

## Content
As part of the StartupStarter conference next month, I wrote a thought leadership paper relating to the hospitality industry.Click here to read the full article. A snippet is below.Imagine Making Neighborhoods.Brand loyalty, within the hospitality industry, is dead. That loyalty that once brought about an old-notioned community, was put to bed probably in a Hilton Hotel sometime in 2004, somewhere like Berlin. Today, what we’re moving towards is Brand Fandom - building fandom, opening the brand up, having it co-created and grown locally and organically.For consumers this means equity. People are no longer restricted to only ‘buying’ the brand but, thanks to crowdfunding, consumers can also ‘buy into’ it. Thus, allowing target audiences to have a say and/or a stake in the business, while being engaged and rewarded for it (whether that’s social clout or capital gains). It’s evident we aren’t merely talking about a ‘following’ or an ‘audience’, but of people interacting with one another, emanating culture, autonomously co-creating and inspiring one another...............................