Holiday Inn Brand Induction 2010. 2 Overview The Holiday Inn Brand Our Brand History- how did we...

Holiday Inn Brand Induction 2010

2

Overview

The Holiday Inn Brand

Our Brand History - how did we get here?

Our Brand Future - a Global Refresh of the brand

Our Target Customer - who are we designed for?

Our Brand Positioning - what we stand for to our guests

Our Competition - globally, regionally, locally

Our Branded Guest Experience - branding our guest’s hotel experience (Hallmarks)

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Overview







Our Branded Guest Experience - branding our guest’s hotel experience

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Our Brand History

How did we get here?

In 1951, Kemmons Wilson set out by car on a family vacation with his wife and 5 kids. When he reached his destination he was unhappy with the facilities and amenities they had to offer a family and they charged him an extra $2 for each of his children – the room rate was $8. He realised he could make a difference in America and within a year he’d opened his first Holiday Inn hotel in Memphis Tennessee to fix what was missing in hotels in America. Within 10 years, there were 400. The rest they say is history.

In the early 50s vacations were beyond the means of most families. Kemmons Wilson’s insightfulness changed all that. In 1952 he created a brand of affordable hotels where everyday families could enjoy a consistently clean and friendly environment.

1952 – Kemmons Wilson opens the first Holiday Inn in Memphis, Tennessee

1967 – Holiday Inn opens its first hotel in EMEA1983 – Holiday Inn launches the world's first frequent guest

programme: Priority Club Rewards1984 – Holiday Inn opens its first hotel in China1991 – Holiday Inn Express is launched in the US1995 – Holiday Inn becomes the first chain hotel to take bookings

over the Internet1996 – Holiday Inn Express is launched in EMEA2001 – Holiday Inn Express becomes the fastest-growing

hotel chain in history2006 – Holiday Inn Express is launched in China2007 – Holiday Inn announces its USD 1 billion Relaunch

programme2009 – Holiday Inn completes its 1,000th relaunched hotel

A BRAND WITH A LEGACY OF FIRSTS

Where we’ve been: Our Heritage

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Our Brand History

The Story of innovation continues…

Holiday went on to become one of the most innovative hotel brands in history:

1952: First hotel to offer twin beds in hotel room

1952: First hotel to offer air-conditioning in rooms

1965: First computerised reservations system in the hotel industry – Holidex

1993: ‘Kids Eat Free’ program introduced

1995: First hotel company to offer reservation booking capability live on the Internet

2000: New Chinese language website, a 1st for a international hotel company

Some other great innovations:

First hotel to advertise on TV, first hotel company to sell a franchise…Olympic Sponsorship….

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Our Brand History

Where are we today?

One of the world’s most popular & recognised brands

– 3 guests check in every second, 1m+ room nights every day

Sub brands created to satisfy guests needs

– Resorts and Express share the same values but deliver different experiences

Acting for the people

– Understand our guests

– Providing a relevant experience

– Keep and deliver the brand promise

– Remain true to the values we share with our guests

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Overview







Our Brand Hallmarks - branding our guest’s hotel experience

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Our Brand Future

Where are we headed?

Changing with the times

– Our guests evolved, so must we

Remaining true to our heritage

– Act for everyday people, champion ‘real world’ needs

What we offer represents real value because it is in tune

with how our guests live their lives, and with what matters

most to them when they are travelling.

10

Our Brand Future

The Holiday Inn Global Project (HGP)

Largest project in Holiday Inn’s history

Largest project ever undertaken by IHG

Largest consumer research ever undertaken in hospitality industry

A refreshed Holiday Inn brand around the world (3337 hotels)

Your opportunity to be a part of history

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Overview








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Our Target Customer

Who are they?

They appear varied in age, profession, needs and travel but they share values and similarities around the globe

And we share their values

We call them Everyday Heroes.

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Our Target Customer

Everyday Heroes are career driven people

who recognise that success in business

comes most readily when its paired with a healthy

lifestyle outside of work. They seek opportunities to

strengthen their work life balance and strive for a

lifestyle that allows them to feel fulfilled in both.

They work hard but never forget that they work to

live and not the other way around.

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Our Target Customer

Everyday Heroes

Unpretentious

Ambitious

Self reliant

Sociable

Not frivolous with money

Don’t feel the need to prove themselves with expensive purchases and brands

They drive the economy by doing more, not by buying more

They are everyday people


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Our Target Customer

Core Valuesof the

EverydayHero

Work (Hard)to Live

FamilyFirst

Fun &Enjoyment

Spirit ofIndependence

Self-Knowledge

&Fulfillment

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Our Target Customer – Holiday Inn

Kara

A Caucasian professional woman in her early 30s, she is married with two children. She is stylish but understated.

She visits Holiday Inn on business but when she enjoys a stay she may bring the family back for leisure. She’s driven and career focused but balances this with bringing up a young family. She has very little time to relax. When she’s away she takes the opportunity to have some time for herself perhaps to exercise and to socialise with her colleagues.

She expects the type of hospitality that lets her work and relax in her own way. She’ll read today’s papers in the lounge area with a cup of tea and will call her family prior to joining her colleagues for dinner.


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Our Target Customer – Holiday Inn Express

Peng Zhuang and family

A professional Chinese man in his mid 30s, Peng Zhuang lives in Hong Kong with his wife and daughter. He has a smart yet practical style of dress.

He is on a business trip to Beijing and wants to make his stay as short as possible so that he can get back to his family. He has chosen to stay at Holiday Inn Express Beijing Shangdi because its in the centre of the Shangdi information industry base where his meetings are, and only 45 mins drive from the airport.

He dines with the colleagues he is visiting and wants a hotel that provides a clean and comfortable bedroom and bathroom, and a quick breakfast.

You’ll know Peng Zhuang because he is self sufficient and knows the routine at the Holiday Inn Express.


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Overview







Our Brand Hallmarks - branding our guest’s hotel experience

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Our Brand Positioning

First we talked to your customers

18000 in China, Japan, France, Germany, UK, USA

How to position, deliver and build for the future

What we learned about Holiday Inn

We serve our customers well but we need to change to stay relevant

Our hotels need a refresh!

What we learned about them

They are everywhere but share common values

Real, Honest, Genuine themes emerged

Our study helped us understand how to better position our brand to match our target customers’ values and needs.

18,000guests

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Our Brand Positioning – Holiday Inn

For mainstream travellers who want a hotel

that respects and recognises them as real people,

Holiday Inn is the everyday, affordable hotel brand

that champions the real world.Real world expectations include:

Stylish décor with emphasis on comfortVariety of use of public spaces‘Human’ genuine service styleAbility to access own technologyBalanced food offer with choiceTransparency

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Our Brand Positioning – Holiday Inn Express

For mainstream frequent business travellers who want a

hotel that delivers more than a basic experience and

enables self sufficiency, Holiday Inn Express is the only

hotel that delivers exactly what they need.Real world expectations include:

Smart functional décor with emphasis on comfortVariety of use of public spaces‘Human’ genuine service styleAbility to access own technologySupports self sufficiency

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Our Brand Positioning

The Real World

Holiday Inn stands for championing the real world

Upbeat, confident, down to earth, human and honest

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Our Brand Personality

Like siblings, Holiday Inn and Holiday Inn Express share personality traits but manifest in slightly different ways

The brand and sub-brand personalities should come across distinctively in everything you do,whether it’s producing an ad, greeting a guest

orpromoting a special event.

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Overview








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Our Global/APAC Competition

Plus Local Competition: Sebel, Vibe, Rydges, Mercure, Montien, Dusit Thani, Centara, Amari, Traders, MCK, Equatorial,

Holiday Inn

Holiday Inn Express

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Our Competition

APAC distribution v Competitors

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Distribution by Sub RegionTotal Rooms by brand

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Overview








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What are the core Relaunch objectives?

A

Fixing The Basics

CBranded

Guest Experience

BCritical FLS

Standards Compliance

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How do we create a Branded Guest Experience?

1. Standardizing essential guestroom experience (which matter most to our guests)

ArrivalExperience

BedExperience

Stay RealService Culture

WelcomeExperience

Bed Bath

2. Introducing brand differentiating hallmarks2. Introducing brand differentiating hallmarksBath

Experience

Work & Entertainment

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How do we implement these as part of the Relaunch?

Relaunch PhaseQualification Phase Completion Phase

Stay Real Service

Basics = 80

12 Critical FLS Items

Essential Experience Standards(before sign)

New Product Hallmarks

New Signage

Essential Experience Standards (after sign)

THE SIGNS OF CHANGE ARE EVERYWHERE

Where we’re going: Our Relaunch

We’re making changes outside. We’re making changes

inside. We’re making changes everywhere our guests told

us would make the most difference to them:

• The arrival experience

• The welcome experience

• The service experience

• The room experience

WATCH FOR THE SIGNSOF CHANGE

Signature arrival elements include:

• Contemporary new signage

• Brand-colour facade and column lighting

• Entry landscape plants

• Outdoor seating

The Arrival Experience

“I noticed the change in the signage. The new lights

and the new logo gave me a really refreshing feeling.

I’m a frequent guest at this hotel and the changes

have made the hotel more attractive.”– Mr. Zhong, a guest at Holiday Inn Express Shangdi Beijing

CHANGES YOU FEEL THE MOMENT YOU STEP INSIDE

Signature welcome elements include:

• Signature sound – upbeat and familiar music

• Signature scent – crisp, fresh and invigorating fragrance

• Refreshing and contemporary interior design

• Fast, friendly and efficient check-in

The Welcome Experience

A ROOM THAT’S IMPROVED

Signature guestroom elements include:

• Crisp, white and high thread-count bed linen

• Selection of individually marked Soft and Firm pillows

• Adjustable power-showers

• Premium bath products

• 32” LCD TV

• International Entertainment Selection

• High-Speed Internet Access

• Bright energy-efficient work-space lighting

• Ergonomic desk chair

In the time it takes you to read

this slide, we’ll finish changing

another of our 1,694,224 pillows.

The Room Experience

REAL SERVICE. REALLY

We’re working hard to make our great service even better by:

• Setting mandatory minimum levels of guest satisfaction

• Appointing a Guest Experience Champion at each hotel

• Rolling out Stay Real service training to all

• 150,289 employees to place a genuine focus on your unique

real- world needs

In the time it takes you to read

this slide, we’ll finish training

another of our 150,289

employees.

The Service Experience

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Overview








Our Service Culture - branding our service (Hallmark)

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Championingthe Real World

BRAND IDEA

We’re genuine people who treat you as a

valued guest

You’re at the heart of

everything we do

STAY REALGenuine People

Real Service

Our Stay Real Service Culture

The Service Promise

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Our Stay Real Service Culture

Behaviour Cycle

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Any questions?

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POP QUIZ!

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POP QUIZ – Question #1

How many colour choices are available for bed throws & pillow wraps at a Holiday Inn Express?

a.) 2 choices

b.) 4 choices

c.) 6 choices

d.) 8 choices

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Which of the following most accurately completes the below sentence?

At Holiday Inn, the shower head must be . . .

a.) Wall mounted, adjustable height, 2 functions

b.) Hand held, adjustable height, 4 functions

c.) Wall mounted, fixed height, 3 functions

d.) Hand held, adjustable height, 3 functions

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Is the following statement True or False?

All Holiday Inn Express Hotels must provide room service.

a.) TRUE

b.) FALSE

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What is the minimum required TV size for a Holiday Inn Express hotel?

a.) 22”

b.) 27”

c.) 30”

d.) 32”

45


Which of the following brands is not in the competitive set for Holiday Inn?

a.) Novotel

b.) Best Western

c.) Westin

d.) Ramada

46


Name one movie title that was featured in the Everyday Hero Video.

Thank You

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