Holiday Inn 2015 Annual Report Download - page 23

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‘China-Ready’ programme
Whilst we continue to deploy brands, such
as HUALUXE Hotels and Resorts, to capture
growth opportunities in Greater China, we
also recognise the importance of the Chinese
outbound opportunity. To capture this
growing group of potential guests, we have
continued in 2015 the roll-out of our
‘China-Ready’ programme to 84 hotels in key
Chinese outbound destinations across The
Americas, Europe and AMEA. Our accredited
hotels now have Mandarin-speaking staff and
frontline teams who have received cultural
training in order to better serve our Chinese
guests. ‘China-Ready’ hotels have already
seen a 1.5 per cent increase in guest
satisfaction, and we expect more hotels
to adopt this programme in 2016.
Growing our industry-leading
boutique presence
Together with Hotel Indigo, our recent
acquisition of Kimpton Hotels & Restaurants
(Kimpton) has given IHG a market-leading
position in the boutique segment, with 126
hotels open and 81 hotels in the pipeline
(source: Smith Travel Research).
Hotel Indigo
We continue to strengthen the positioning
of Hotel Indigo through innovative marketing
campaigns such as ‘Flavours of the
Neighbourhood’ and ‘Sounds of the
Neighbourhood’ – locally inspired food and
music programmes for guests and the wider
community. These campaigns allow guests
to have unique, local experiences and
also drive greater awareness of the
Hotel Indigo brand.
Kimpton Hotels & Restaurants
This year, we have also been carefully
managing the integration of the Kimpton
business with IHG to ensure we preserve
the uniqueness and ethos of the brand
and its people. By maintaining Kimpton’s
San Francisco headquarters, we have been
able to retain highly talented individuals from
across the organisation. In addition, we have
also focused on establishing IHG protocols
and procedures in relation to our HR, Legal
and Finance functions, and putting in place
an effective approach to ensure successful
integration of commercial platforms (such
as mobile and websites).
Powered by IHG’s global scale, digital and
mobile platforms and complementary
brand portfolio, we see significant growth
opportunities for Kimpton in the US and
globally in 2016. Whilst we saw the exit of
seven Kimpton hotels in San Francisco due
to specific issues, these exits have not
impacted our broader growth plans for the
brand. In 2015, we achieved record levels
of hotel openings (1,157 rooms) and signings
growth (1,532 rooms) for the brand. In
January 2016, we also signed our first
Kimpton property outside the US, in
Amsterdam (the Netherlands).
IHG hotels in the boutique segment
126
Boutique hotels in the IHG pipeline
81
Building preferred brands We opened our first three
HUALUXE Hotels and Resorts properties in 2015, in Haikou,
Yangjiang and Nanchang (all in Greater China).
21
IHG Annual Report and Form 20-F 2015
STRATEGIC REPORT GOVERNANCE GROUP FINANCIAL STATEMENTS ADDITIONAL INFORMATIONPARENT COMPANY FINANCIAL STATEMENTS