Holiday Inn 2013 Annual Report Download - page 31

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Highest opportunity segments
Typically, the traditional hotel industry segment definitions are
focused on the price point and the offer (luxury, upscale, midscale
and economy). However, we recognise that guests choose hotels
on the basis of a range of needs and the same guest may stay across
more than one hotel segment, dependent upon the occasion and
their needs. We are therefore refining our approach, so that we
position and tailor our hotels to meet those guest needs, as defined
by the occasion they are travelling for and their need for travelling.
Guest occasion
Wehave segmented the market into nine globally relevant
and differentiating categories of guest occasion (set out below),
which have differing strengths dependent upon the geographical
location. By understanding these guest occasions, we are able
to deliver a number of core basic guest needs that are brand
agnostic and serve to deliver a baseline level of consistency
across all our brands, whilst also focusing on the nine identified
guest occasions, so that each of our brands delivers the relevant
guest experience for the occasion.
Our portfolio of brands is targeted around these differing
occasion segments, focusing on those which we believe have
the greatest growth opportunity and strongest resilience to
theindustry/economic cycle. We also concentrate on those
areas where our scale and revenue delivery systems confer
greatest benefits.
As shown below, each of IHG’s brands is focused on some of
these guest occasions and each brand seeks to address the
needs of these in a unique way, through the eyes of its target
guests, to bring the guest experience to life.
We have also identified that to be successful in the future, a brand
needs to provide a global, local and personal experience to build
trust – see page 20 and the 2014 IHG Trends Report available at
www.ihgplc.com/trends_report.
RevPAR and Guest HeartBeat are KPIs – see pages 38 and 39.
Crowne Plaza Barcelona – Fira Center, Spain
Brand Guest occasion
Mixing business with pleasure; Short break experience; Social identity.
Building business interactions.
Business productivity; Building business interactions.
Business productivity; Romantic getaway; Short break experience.
Wellbeing.
Family time; Mixing business with pleasure; Social identity.
Rest and go.
Business productivity.
Business productivity.
Information on each of our preferred brands can be found on page 17.
Hotel Indigo Hong Kong Island, People’s Republic of China
Strategic Report 29
OVERVIEW STRATEGIC REPORT GOVERNANCE
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