Holiday Inn 2013 Annual Report Download - page 22
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1
24
5
3
TRUST
Global
Coherence
Local
Relevance
Personal
Differences
IHG’s Winning Model is our framework for delivering
superior value creation throughour brands, our
peopleand our systems.
Preferred brands delivered through
our people
Our portfolio of nine preferred brands (set out on page 17) are brought
to life by our people whodeliver on each of our brand promises.
Preferred brands
Our portfolio of brands comprises complementary, differentiated
brands that clearly and consistently deliver on guests’ needs.
Building a portfolio of preferred brands that resonate with our
guests, and therefore ourowners, is crucial. The value is seen
through our guests wanting to stay with us and pay more to do
so thereby driving RevPAR and delivering better returns on
investment for our owners.
For IHG, a hotel brand is a promise of a consistent, relevant and
differentiated hospitality experience:
• our guests focus on this from a location, product and service
perspective, all for the right value; and
• our owners focus on this in terms of revenue delivery, relevant
and purposeful brand standards and the broader support they
receive from being part of aglobal brand.
Our research into guest needs and the guest occasions (described
on page 29) and our consumer insight research helps us gain a
deeper understanding of what travellers around the world want
from their relationships with hotel brands (as set out on the right),
and together assist us in defining our brands.
We use our guest satisfaction measurement tool, Guest HeartBeat,
to measure brand preference and guest satisfaction. We are
always looking to find ways to improve Guest HeartBeat scores
and meet guest expectations.
RevPAR and Guest HeartBeat are KPIs – see pages 38 and 39 – and are
performance measures for our incentive plans – see pages 74 to 97.
The principal risks associated with Preferred brands, Owner proposition
and Reputation and brand protection are set out on pages 36 and 37.
IHG’s 2014 Trends Report
IHG’s 2014 Trends Report, ‘Creating Moments of Trust’ –
the key to building successful brand relationships in the
Kinship Economy’, highlights the need for hotel brands to be
‘3D’ (3 dimensional), managing their global, local and personal
assets simultaneously, in order to win future guests.
This primary research is based on a study of 7,000 international
travellers worldwide and uncovers critical success criteria for
global brands delivering localised and personalised guest
experiences, enabled by technology.
www.ihgplc.com/trends_report
20 IHG Annual Report and Form 20-F 2013
TARGETED PORTFOLIO DISCIPLINED EXECUTIONWINNING MODELWinning Model