Hotel chains have to deal with the ever-fickle consumer. So Fairmont Hotels & Resorts has created the position of director, product and service strategy, and appointed Jon Mamela, previously the brand’s director of relationship management, to the role.

‘It’s a little unique,’ Mamela says of his job description. ‘But it’s almost a necessity,’ he adds, given that the differentiation between hotel chains has become increasingly blurred.

His task, which will impact the chain’s 50 locations around the world, is to research and identify the trends that resonate with the Fairmont’s affluent 45+, married-with-two-children consumer, determine how best to deliver them, then track down which companies could be fitting partners. It’s an effort to have ‘a sense of relevancy to the customer,’ he says.

A hypothetical: Given the baby boomer obsession with achieving a healthy lifestyle, items in the mini bar would be replaced with healthier options, sports and equipment offerings would be changed and hotel décor would be revamped.

Before joining Fairmont, Mamela spent five years at P&G, first in its consumer marketing knowledge division, then as an interactive brand strategist. In the latter role, he helped create meaningful consumer online experiences that translated into in-store sales for 15 of the packaged good giant’s global brands including Pampers and CoverGirl.

As Fairmont’s director of relationship management, Mamela oversaw the guest recognition loyalty program, with yearly membership increases of 30% over his five years in the role.