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Transcript of 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)
3
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
4
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
6
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….
7
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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8
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 Brand Hallmarks - branding our guest’s hotel experience
9
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
11
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
12
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.
13
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.
14
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
We call them Everyday Heroes.
15
Our Target Customer
Core Valuesof the
EverydayHero
Work (Hard)to Live
FamilyFirst
Fun &Enjoyment
Spirit ofIndependence
Self-Knowledge
&Fulfillment
16
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.
We call them Everyday Heroes.
17
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.
We call them Everyday Heroes.
18
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 Brand Hallmarks - branding our guest’s hotel experience
19
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
20
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
21
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
22
Our Brand Positioning
The Real World
Holiday Inn stands for championing the real world
Upbeat, confident, down to earth, human and honest
23
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.
24
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
25
Our Global/APAC Competition
Plus Local Competition: Sebel, Vibe, Rydges, Mercure, Montien, Dusit Thani, Centara, Amari, Traders, MCK, Equatorial,
Holiday Inn
Holiday Inn Express
26
Our Competition
APAC distribution v Competitors
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Holida
y
Best W
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Hotel
Novot
el
Ramad
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Renai
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ard
Four P
oints
ANZSP China Japan S. Asia & Korea
27.7
20.5 20.2
15.3
10.1
4.43.1
0
5
10
15
20
25
30
Holida
y
Best W
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Hotel
Novot
el
Ramad
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Renai
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Courty
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Four P
oints
Th
ou
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Distribution by Sub RegionTotal Rooms by brand
27
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)
28
What are the core Relaunch objectives?
A
Fixing The Basics
CBranded
Guest Experience
BCritical FLS
Standards Compliance
29
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
30
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
36
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)
Our Service Culture - branding our service (Hallmark)
37
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
38
Our Stay Real Service Culture
Behaviour Cycle
39
Any questions?
40
POP QUIZ!
41
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
42
POP QUIZ – Question #2
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
43
POP QUIZ – Question #3
Is the following statement True or False?
All Holiday Inn Express Hotels must provide room service.
a.) TRUE
b.) FALSE
44
POP QUIZ – Question #4
What is the minimum required TV size for a Holiday Inn Express hotel?
a.) 22”
b.) 27”
c.) 30”
d.) 32”
45
POP QUIZ – Question #5
Which of the following brands is not in the competitive set for Holiday Inn?
a.) Novotel
b.) Best Western
c.) Westin
d.) Ramada
46
POP QUIZ – Question #6
Name one movie title that was featured in the Everyday Hero Video.
Thank You