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Global Branding Kirk Kinsell President, Europe, Middle East & Africa Inter. Continental Hotels Group Global Branding Kirk Kinsell President, Europe, Middle East & Africa Inter. Continental Hotels Group

86% Franchised 14% Owned & Managed 86% Franchised 14% Owned & Managed

Consumers don’t buy “price tiers”, they make choices based on stay occasions, which our 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 7 Distinct Brands Focused on Specific Consumer Categories & Affinities Luxury full service Upscale extended stay Upscale branded boutique In the know The place to meet Get comfortabl e Peace Mainstrea m with F&B Mainstrea m without F&B Mainstrea m extended stay 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 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 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 Cap. Ex and maintenanc e Brand, sales, and marketing Business Support Franchisee

Bargain Shopper Hand holder Veteran cheerlead er Top needs for all owners: Institutional investor Bargain Shopper Hand holder Veteran cheerlead er Top needs for all owners: Institutional investor Brand reputation Independe Sales & Marketing support nt Enforcement of quality standards stalwart

Benchmarking best-in-class franchisors revealed three distinct operating models used to drive success: Plug & 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 • 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 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 Bloomsbury Swindon Bloomsbury Holiday Inn exteriors and guestroom interiors vary considerably between hotels. Swindon

Bougival Marseilles This affects the quality and consistency of the product and service across 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 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 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 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 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 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 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 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 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 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 Create the hotel brand of the future to lead consumers and competitors Brand refresh and deliver on basics to meet the consumer expectations and competitor benchmarking Phase 2 Phase 1

Jin Jiang Star Grand Hyatt Park Lane Jin Jiang Star Grand Hyatt Park Lane

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