The art of aspiration for premium brands

HUE & CRY The brands we admire most today share a common trait. They don’t just offer products. They offer perspective. In the past, aspirational branding was tethered to exclusivity. High prices, hard-to-get launches, and elite associations. While this still stands true, there’s an evolution in terms of what aspiration means to audiences. It is […]

Everyday Escapism: The new premium trade-up

HUE & CRY What does premium mean when people are tired, stretched, and constantly plugged in? Increasingly, it means escape. Not the long-haul kind, but something smaller, faster, and closer to home. According to WGSN, 71% of consumers now prioritise purchases that make them feel good in the moment. A further 63% say they are […]

From social posts to bookings: storytelling in the scroll era

HUE & CRY Social media has changed. It is no longer just for inspiration. It is a booking tool. The good news is, if content is king then context is the booking engine. Travellers now use Instagram and TikTok to find hotels in real time. A 2023 report from Skift noted that 70% of Gen […]

Travellers want truth, not tropes: why authenticity wins

HUE & CRY The most powerful thing a brand can do today? Be honest. That doesn’t mean boring. It means lived, human, and coherent. Today’s travellers – especially Gen Z and Millennials – want to feel something. They want that feeling to be real. And they want the promise you made before booking to match […]

How to stay relevant without selling out

HUE & CRY For legacy hospitality brands, the pressure to evolve can feel like a threat to everything built so far. But staying relevant does not mean losing who you are. It means expressing that identity in a way that resonates today. At our recent webinar, Jenni Benzaquen, a luxury business advisor and former Global […]

Why storytelling is your strongest commercial strategy

HUE & CRY Storytelling is often dismissed as fluff: the decorative layer that makes a brand feel polished. But what if we said it’s one of the most powerful tools you have to drive revenue, loyalty, and long-term brand value? At our recent industry webinar, From Headlines to High Rates, we heard this message loud and clear. […]

Hue & Cry Official B Corp Report

HUE & CRY As part of our ongoing commitment to being a B Corp agency, we know and understand that transparency matters. This is why we’re delighted to release our first B Corp Report, which dives into our score of 91.3 and gives some greater context to the score, and what makes us tick as […]