Domestic and International Hotel Sytems Plan of

Domestic and International Hotel Sytems

Plan of lecture 1. Key words and definitions connected with International Hotel Systems. – 1 h. 2. International Hotel Systems – Hospitality - 3 h. 3. Range of services in Hospilaty (primary and coplemantary services) 2 h. 4. Hotel systems in Poland. Foreign investors at Polish hospitality market. – 2 h. 5. Brands of place; Country Brand Index, National Brand Index, Global Competitive Rank – 2 h. 6. Marketing at hotel and gastronomy systems. Standards, quality management and control – 1 7. Organization and management based on ACCOR group and IHG cases – 2 h. 8. Modern marketing management sydstems ; case Customer Alliance. – 3 h.

Plan of exercises 1. Hotel chains, system, group, etc. Definitions. Brand; place branding – 1 h. 2. Organization of hotel systems and loyalty programs – 1 h. 3. International hotel groups. Review– 4 h. 4. Hotel management in practice (visit to Holiday Inn Express – 2 h

Hotel - definition Building dedicated to tourists (people who spent money in other places than their place of living for more than 24 hours). Hotel has material equipment (Core product) like: separate rooms with bathrooms, and various facilities like restaurants, bars, Wi-Fi, telephone, business area, spa, parking, swimming pool, according to standard of hotel. Very important is non material (tangable product) part for business activity like: brand, image, standard, range of services etc.

Next definition of hotel • building prouving services. Includs: style, image atmosphere, status and prestige. Can be effect of design, archtecture and range of • guaratee leisure (rest), restaurantce – catering, cleaning of building and rooms what results in quality of services.

How to marketing hospitality services charcteristics 1. What is marketing – definition 2. What means service as product • Service is every activity or benefit offred by one partner to other who do not become owner of the ativity. Service can be connected with material products or not. . 3. Charcteristics of services • • • Non material activity Production and consuption in the same place and time and this process can’ be devided. Not durable Can’t be consumed twice. Cant be owned by the user.

REQUIREMENTS OF HOTEL BUILDING IN MOSTLY COUNTRIES HOTEL NEEDS LICENSE FROM STATE AUTHORITIES. Security, fire, sanitary, and construction requirements must fulfil hotel to be classified according to the state regulation

Hotel systems Hotel belonging to systems must fulfil additional hotel chains requirements. Hotel chain consists of more hotels managed by central management, having the same standard and range of services and providing common marketing policy.

Other definition Hotel under the same name (brand) Certain number of hotels under the same you can call: name and the same brand , with common Hotel system, users characteristics Hotel chain and providing common Hotel group marketing policy.

The bigest hotel chaines 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. IHG (Inter. Continental Hotels Group) 585, 094 3, 949 1 Windsor, England 556, 246 3, 741 2 Wyndham Hotel Group 550, 576 6, 544 2 Parsippany, N. J. USA 543, 234 6, 473 3 Marriott International 537, 249 2, 999 3 Washington, D. C. USA 513, 832 2, 832 4 Hilton Hotels Corp. 502, 116 3, 000 4 Beverly Hills, Calif. USA 501, 478 2, 935 5 Accor 461, 698 3, 871 5 Paris, France 486, 512 4, 121 6 Choice Hotels International 452, 027 5, 570 6 Silver Spring, Md. USA 435, 000 5, 376 7 Best Western International 308, 636 4, 035 7 Phoenix, Ariz. USA 315, 401 4, 164 8 Starwood Hotels & Resorts Worldwide 274, 535 897 8 White Plains, N. Y. USA 265, 600 871 9 Carlson Hotels Worldwide 146, 600 969 9 Minneapolis, Minn. USA 145, 331 945 10 Global Hyatt Corp. 135, 001 721 10 Chicago, Ill. USA 1

. SYNDICATEST

Hotels categories 1. POLAND - stars system 1 -5 2. France • Prestige Grand / Deluxe Hotel Lux category • Hotel First Class ***** • High Standard hotel **** • Middle class Hotel *** • Budget ** 3. USA • Economic hotels 2 stars chepaest • Suite Hotels 2 i 3 stars apartments for longer stay • Boutique Hotels 3 i 4 stars ; speciphic pricacy atmosphere, very individual, no standards. • Luxury Hotels 4 i 5 stars, lux hotele, s

OTHER AMERICAN CATEGORY Description Meeting Planning Hotels 3 and 4 stars for congreses, meetengs, family events, Resort Vacation 3 do 5 stars hotels - lesure, Corporate Hotels 3 i 4 stars for business people; with business center, fast internet etc. , Extended Stay Hotels 2 i 3 stars – foor turist for long stay, SPA Hotels & Resorts 3 - 5 stars - SPA and leseure , Casinos Hotels 3 - 5 stars in places known from gambling, Pet Friendly Hotels 3 - 4 stars for guests with animals, Airport Hotels 3 - 5 stars near airports

Other various categorisation • Royal Automobil Club performed system of dimondes • No fornal hotels categorize in UK • Hotels organizations use own categories sysytems like Skan Holiday – elaphants. Instate of strars elephants.

Group ACCOR Development History 1967 -1983 -2000 TICKET RESTAURANTS Jacques Borel 2000 - 2010

Hotel Groups and stars categorisation

Rebranding New IBIS product line

Next IHG example

ACCOR & IHG Hotels in 2010 1 Am Pn ACCOR IHG 1107 112644 187 28634 1+2 Ameryki 1294 141278 3 Europa 2356 257748 147 24637 2505 282385 430 83643 4226 507306 2 Am Łacińska 4 Afryka i Bliski Wschód 3+4 5 Azja i Pacyfik Ogółem 3514 440447 664 118409 289 86098 4465 644801

Over 3000 hotels in 67 countries

Check pls if still exists

Pan Pacific Hotels and Resorts Grupa manage 15 hotels in 9 cuntries. Pan Pacific hotels estblished Global Hotel Alliance, representing 6500 independent hotels in over the wolrld.

In 2010 There were 127000 in 573 hotels

Group lose hotel case Warsaw

Franchise hotels brands 4164 hotels 315401 rooms

12 brand ove 55057600 rooms in 65 countries Over 2000 locations Almost 1000 hotels

Franchised business hotels over the world

Asia, Pacific & various countries Special brands

Hotel Gastronomy To Group Accor belongs: Various IBIS restaurants, Restaurant tickets Chaine of de lux restaurants Before the change there were only

IHG To Intercontinetal Hotel Group belongs:

BRAND definition Brand is strongly connected with following elements: o name, symbol and logo, o imagination of brand – what practicaly means identification of brand used in market communication by above mantionet elements, o brans chracteristic elements caped in maind of consumers identifyed with product.

Hotel reservations systems Own reservation systems for individual hotels chaines and tour operators. International for lux category World reservation system companies Local companies

IS IT POSSIBLE TO MESURE BRAND OF PLACE ? Anwer is YES. New categories of brand are following: 1. Brand of place, 2. National brand, 3. Brand of country, 4. Brand of terytory This brand shaws reputation as category of place clasification, and is connected with something charcteristic for place, country, terytory etc.

Brand let us: • For products diferentiation, • Products quality diferentiation • Standard diferentiation, • Market segmentation, • Loyality to the brand

National Brand Index S. Anholt • 20 000 enquieries in 20 countries. • Each respondent enswers 40 questions. • Questions are connected with 50 diferent countries.

Anholt GFK Ropar Nation Brand Index 2008 2009 2010 Niemcy USA Francja Niemcy Wielk. Bryt. Niemcy Francja Kanada Wielk. Bryt. Japonia Włochy Kanada USA Kanada Włochy Szwajcaria Australia Szwecja Hiszp. Szwecja

Global Competitivness Report – GCR World Economic Forum Rank 1 2 3 4 5 6 7 8 9 10 Country Switzerland Sweden Singapore United/States Germany Japan Finland Netherlands Denmark Canada Score 5. 63 5. 56 5. 48 5. 43 5. 39 5. 37 5. 33 5. 32 5. 30

Country Brand Index by Global Future Brand 3000 international companies and individuals traveling in business and leusur trips minimaly one time in the year. Global Future Brand analyse opinion of 102 countries from 9 world countries. Responets are of age 21 -65 years

Ranks application in comperatives studies (examples) UN World Travel Organization Nations Brand Index w mln 2008 r. USA 1. Francja 79, 30 Francja 2. USA 58, 00 Niemcy 3. Hiszpania 57, 30 W. Brytania 4. Chiny 53, 00 Japonia 5. Włochy 42, 70 Włochy 6. W. Brytania 30, 20 Kanada 7. Ukraina 25, 40 Szwajcaria 8. Turcja 25, 90 Australia 9. Niemcy 24, 90 Hiszpania/Szwecja 10. Meksyk 22, 60