Holiday Inn 2015 Annual Report Download - page 21

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O
O
O
ur
W
W
inni
n
g
g
Mo
d
d
el in
a
a
ctio
n
n
:
:
e
e
x
x
ecu
t
t
ing o
u
u
r str
a
a
tegy
In 2015, we have focused on executing key
commercial initiatives across our Winning Model,
in particular building preferred brands, lifetime
relationships with guests and strong direct channels,
helping IHG to deliver a leading guest experience.
Focus areas
Throughout the year, we have executed
multiple initiatives to drive preference
for our established and new brands by:
• extending the scale of our brands;
• embedding innovative tools and concepts
to enhance the guest experience; and
• driving quality and consistency in
our hotels.
For more details, see pages 20 and 21.
Focus areas
In conjunction with building a strong brand
portfolio, we have also made important
changes to our guest loyalty proposition by:
• refining our engagement strategy;
• introducing new membership levels; and
• offering more relevant rewards.
For more details, see page 22.
Focus areas
We are focused on strengthening our low-cost
direct channels, which deliver better owner
returns, by:
• launching innovative campaigns;
• embedding revenue management practices;
• improving our digital channels; and
• continuing our strategic relationship
with Amadeus.
For more details, see page 23.
1.
Building
preferred
brands
2.
Transforming
our loyalty
proposition
3.
Making our
direct channels
the preferred
way to book
Preferred brands delivered
through our people
Strong brand portfolio
and loyalty programme
Effective channel
management
19IHG Annual Report and Form 20-F 2015
STRATEGIC REPORT GOVERNANCE GROUP FINANCIAL STATEMENTS ADDITIONAL INFORMATIONPARENT COMPANY FINANCIAL STATEMENTS