Global Branding
Kirk Kinsell
President, Europe, Middle East & Africa
InterContinental Hotels Group
86% Franchised
14% Owned & Managed
Consumers don’t buy “price tiers”, they make choices
based on stay occasions, which our portfolio is
designed to serve
A solid brand positioning requires a fact-based
7 Distinct Brands Focused on Specific Consumer
Categories & Affinities
Luxury full
service
Upscale
full service
Upscale
extended
stay
Upscale
branded
boutique
Mainstrea
m with
F&B
Mainstrea
m without
F&B
Mainstrea
m
extended
stay
In the
know
The place
to meet
Get
comfortabl
e
Peace
Look again
Stay
Smart
Consider
us home
No brand blur – No brand confusion
IHG delivers owner value through a
consumer-relevant delivery system
A great brand must be backed by a
compelling owner offer
Consumer
Successful
Enterprise
Business
Partners
Consumer
value
proposition
Standard
operating Culture
procedure and values
s
Franchisee
Risk
Training
selection management
Fees and
charges
Real
Estate
Financing
Franchise
Building Contract
Interior
design and
Market &
location
strategy developme
nt
Purchasing
Human
/ supply
resources
chain
Franchisor
Fully Documented
Business System
design
Preopening
support
IT systems
Economics
CapEx and
maintenanc
e
Brand, sales,
and marketing
Busines
s
Support
Franchisee
Bargain
Shopper
Hand
holder
Veteran
cheerlead
er
Top needs for all owners:
Institutiona
l investor
Brand reputation
Sales & Marketing support
Enforcement of quality standards
Independe
nt
stalwart
Benchmarking best-in-class franchisors revealed
three distinct operating models used to drive
success:
Plug & Play
Create the cult
Club Pride
Empower the
owner
• One of the world’s most
recognised hotel brands
with a global reputation
for service, comfort and
value
• Built on more than 50
years experience
• Modern, comfortable
facilities and amenities
Holiday Inn in EMEA?
Source: IHG 12 months
to 31 December 2006
Total EMEA US$
Strong Performance and results!
Bloomsbury
Swindon
Bloomsbury
Holiday Inn exteriors and guestroom
interiors vary considerably between
hotels.
Swindon
Bougival
Bougival
Marseilles
This affects the quality and consistency
of the product and service across the
Region…
Marseilles
Hemel
Gatwick
Express by Holiday Inn offers more
consistency due to new builds, with
fresher interior designs.
Gatwick
Hemel
Canterbury
Stevenage
Canterbury
Whilst interior design standards are
similar, colour palettes however do
vary.. Canterbury
Stevenage
Despite our successes, we know there are some core
issues with the Holiday Inn brand
Brand image
Appeal to
frequent
business
travellers
Brand awareness
and consideration
Source: Landis NA/UK/China Study; Interbrand Analysis
Our brand vision
Return Holiday Inn brand family to share growth and
maintain our leadership position in the “Mainstream”
market
Create a power brand
Become consumer’s first choice as a mainstream
hotel
Deliver an ROI-savvy investment for owners
Improved Physical Standards & Guest
Experience
Bold, differentiated look & feel & functionality
Hotel
Exterior
Public Areas
Reception
Bar
Restaurant
Guestroom
Bathroom
Meeting
Rooms
New Holiday Inn
Model
Flexible
Leisure
Environmental
Considerations
Key Development Drivers – New Holiday Inn
Model
Reduced
costs
From
Improved
guest
experience
To
Attractive
investor
returns
Updating an existing franchised service brand
is a complex business…
Core Brand
Proposition
Physical Standards
Service Standards
Communications
• Building Footprint
• Key Touch points
• Marketing Mix
• Furniture
• Hiring Practices
• Communications
strategy
• Decoration
• Training
• Field Execution
• Measurement/Incentive
Franchise Relations
+
(Franchisor)
(Franchise Advisory
Council)
=
Succe
ss
Great Franchise
Relations
How do we get there?
Holiday Inn
as the
world’s most
preferred
hotel brand
Phase 3
Develop and launch subbrands to broaden the brand
footprint
Phase 2
Create the hotel brand of the
future to lead consumers and
competitors
Phase 1
Brand refresh and deliver on basics to meet the
consumer expectations and competitor
benchmarking
Jin Jiang Star
Grand Hyatt
Park Lane
Q&A