InterContinental Hotels Group trend report highlights importance of provenance

InterContinental Hotels Group's (IHG) 2018 Trends Report - that was published at the World Economic Forum - underlines the importance of provenance and its relationship with brand success.

IHG unveiled The Provenance Chain in the sixth edition of its annual report series. The Provenance Chain is five interconnected stages, which provide a link between provenance and sustainable growth.

The report explains that provenance is a brand's consistent, relevant and distinctive heritage but makes clear that the word in the context of branding success is a foundation for the present and future.