IHG Way of Sales - Updated Q3 2011

During your sales call, put a mark in one of the four boxes every time you hear the customer use words or phrases which are similar to those in the box. The box with the most ticks is likely to be their predominant personality

Step 1

Trusted partnershipsA great experience for their travellers

Impact that they can measureEnhanced value for their business

Fast, reliable serviceA flexible solution

A convenient solutionA step by step process

EvidenceCommitment

Your customer needs… Your customer needs…

Your customer needs… Your customer needs…

Attention Efficiency

What does success look like

for you?

Step 2 Select the brand benefit and Prove It Points based on the customer type identified above to help sell the most relevant brand benefits for the customer needs

You need to ASSURE…

We ensure customer satisfaction by providing a Spot On experience every time, that offers travellers everything they need and nothing they don’t.

You need to FIX…

Holiday Inn Express takes care of your travel needs by providing simple & smart solutions where ever they stay with us.

You need to PROVE…

With Smart extras and a consistent experience Holiday Inn Express offers everything you need at good value.

You need to RESOLVE…

Our passion is to provide travellers with a streamlined and efficient stay which is supported by our staff & logistical network.

Holiday Inn Express delivers you success

by…

Prove-It Points:- Free Wi-Fi - Forgotten Something Promise- Free Breakfast - Business Advantage- Our yearly Service Behavioural Training- Share 3rd party endorsements

Prove-It Points:- Share the savings that can be realised from our Free

Breakfast and outline the benefits of Free Wi-Fi for business travellers

- Map our locations relevant to the customers business and share our growing number of hotels

Prove-It Points:- Highlight transparent pricing packaging- Explain our ‘Easy Groups’ online booking tool & our

offering of over 340 meeting rooms (UK & ROI)- Share the key points covered in the Make Every

Interaction Count Service Behavioural Training- Share our guest satisfaction survey results

Prove-It Points:- Map the relevant locations based on the clients

requirements & highlight any in development- Share our BDRC 2012 results- Introduce our on-property sales team and share our

systems

Evidence

Efficiency

Commitment

Attention

IHG Way of Sales - Updated Q3 2011

Prove-it PointsSupporting Information

Sales professionals should leverage the Prove-It Points to reinforce specific brand features during the sales process. Below are some of the key points to help you support your position.

Service TrainingAll Holiday Inn Express team members complete Stay Real service training. There are 4 key points to the Stay Real training service style of behaviors and observable actions:

1. Be You: natural, professional and personable2. Get Ready: be knowledgeable, prepared and notice what’s going on3. Show You Care: welcome, connect socially and be thoughtful4. Take Action: show initiative, take ownership and go the extra mile

OSAT (Overall Satisfaction) & Guest Return Ratio• Over 90% satisfaction rating by guests (2011, Global Brand OSAT)• In a Smith Travel Research study conducted in Q4 2010, the brand realized the following positive

change in guest satisfaction: o Up 2% in total OSATo Up 2.3% in intent to recommendo Up 1.3% in more satisfied in the product

Third Party Endorsement• Holiday Inn Express came in second (only to Holiday Inn) in Business Travel News’ 2011 U.S. Hotel

Chain Survey, as top midprice brand and best in the following categories:1. Overall price/value relationship2. Corporate rate programs3. Physical appearance of hotels