Holiday Inn 2013 Annual Report Download - page 29

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The IHG Owners Association works together with IHG to create
long-term value for owners.
Last year in the Annual Report 2012, the 2013 IHG Owners
Association Chairman, Mike Hembree, noted that the IHG
Owners Association was changing its ways of working with
IHG to better focus on how we work together. In autumn 2012,
the following five key priorities around which we would strive
to organise our work were agreed between IHG’s Executive
Committee (see page 65) and the IHG Owners Association:
1. deliver the strongest brand portfolio in the industry;
2. deliver the strongest set of tools in theindustry;
3. develop the strongest approach to standards in the industry;
4. develop the strongest General Manager talent in the
industry; and
5. maintain the strongest reputation for doing business the
right way.
As the 2014 IHG Owners Association Chairman, I am proud to
note that our new ways of working have reaped solid results.
Together, we launched a new professional development
programme for existing and new Holiday Inn brand family
General Managers. Our officers and volunteer leaders played
an instrumental part in developing the programme, giving an
owner perspective on what a General Manager needs to become a
successful Brand Manager. This new programme is now rolling out
through all IHG brands, and I am confident that they will all see the
same success that we have seen in the Holiday Inn brand family.
We have worked with IHG to drive brand preference and have
encouraged owners to use IHG’s guest satisfaction measurement
tool, Guest HeartBeat, as a measure of how well we are
delivering against guests’ expectations. Hotels with higher
Guest HeartBeat scores for overall experience tend to see
higher RevPAR and we are therefore continuing to find ways
to improve Guest HeartBeat scores and meet guest expectations.
IHG Owners Association
Chairman’s message
Finally, and my personal focus, was the refresh of the
approach to brand standards. Strong standards, consistently
applied, deliver the brand promise and we have worked with
IHG to simplify and clarify the brand standards. IHG started with
the Holiday Inn Express brand, and took each and every standard
through a rigorous review. At the end, more than 40,000 words
were removed from the Holiday Inn Express Standards’ manual
for The Americas region and an industry-leading online resource
has been created, enabling owners and General Managers to
quickly find and implement the standards. IHG will adopt a similar
approach for all the other brands.
Looking ahead, the IHG Owners Association will continue its
mission to help each owner find success with IHG hotel brands.
We will continue to focus on increasing profitable revenue,
decreasing operating expenses, and maximising our
relationship with IHG.
Buggsi Patel
2014 Chairman
IHG Owners Association
For information on the IHG Owners Association go to www.owners.org.
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