influx interview-jo berrington-yotel

Influx Insights — 2007-07-11T09:25:04Z

A few days ago we did a story on the new capsule hotel brand, YOTEL. As a follow up to this, we asked Jo Berrington, who runs marketing for the fledgling brand, a couple of quick questions.

1. What social and consumer trends do you feel inspired the creation of Yotel?

Consumers - quite rightly, are demanding access to great value for money products without compromises on quality and service. Time and money are ever more precious for both business and leisure customers and with ever increasing challenges for transport - convenience of location is critical.

2.What plans do you have to expand the brand globally?

We are focused on expanding into Europe and the US markets initially. We are looking for sites at large transfer hub airports and amazing city centre locations. At least one or two shortly to be announced as soon as deals are signed.

3. What brands out there do you admire and why?

My favorite has to be 'MINI"- they've managed to stay true to their core values but have re-invented themselves time after time to remain visionary in everything they do. It packs a bigger punch than its size and if I can make that happen for YOTEL then I'll be very happy!

And... I'm biased but I spent over 5 years as Head of Marketing at British Airways London Eye from launch and watched it grown into a global icon not just for London but for the UK. It was an incredibly brave investment by BA at the time amongst the negative press of the Millennium activity but proved a fantastic success and one I was incredibly proud to be involved in.

Posted by Ed Cotton

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influx interview-jo berrington-yotel