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.
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President, Europe, Middle East & Africa
InterContinental Hotels Group
A solid brand positioning requires a fact-based approach
No brand blur – No brand confusion
A great brand must be backed by a compelling owner offer
Consumer delivery system
Standard operating procedures
Culture and values
Fully Documented Business System
Fees and charges
Market & location strategy
Building design and development
CapEx and maintenance
Brand, sales,and marketing
Purchasing/ supply chain
Bargain Shopper delivery system
Top needs for all owners:
Sales & Marketing support
Enforcement of quality standards
Benchmarking best-in-class franchisors revealed three distinct operating models used to drive success:
Plug & Play
Create the cult
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
Source: IHG 12 months
to 31 December 2006
Total EMEA US$
Strong Performance and results!
Swindon global reputation for service, comfort and value
Holiday Inn exteriors and guestroom interiors vary considerably between hotels.
Marseilles global reputation for service, comfort and value
This affects the quality and consistency of the product and service across the Region…
Hemel global reputation for service, comfort and value
Express by Holiday Inn offers more consistency due to new builds, with fresher interior designs.
Canterbury global reputation for service, comfort and value
Whilst interior design standards are similar, colour palettes however do vary..
Source: Landis NA/UK/China Study; Interbrand Analysis
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
Bold, differentiated look & feel & functionality
New Holiday Inn
From with the Holiday Inn brand
ToKey Development Drivers – New Holiday Inn Model
(Franchise Advisory Council)
Great Franchise RelationsFranchise Relations
Develop and launch sub-brands 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 benchmarkingHow do we get there?
Park Lane business…
Jin Jiang Star