InterContinental Hotels & Resorts
PROBLEM:
The brand was a trail blazer in international luxury, but it was now trailing competition in room rate, occupancy and RevPar.
The brand had lost awareness, relevance and guest love.
SOLUTION:
Reposition the brand to make international travel more alluring.
Guest insight told us that a sense of worldliness makes then feel special.
Each hotel become a doorway to “The Glamour of the InterContinental Life.”
RESULTS:
Significant increases in brand awareness, brand consideration and brand preference.
InterContinental Hotels & Resorts
PROBLEM:
The brand was a trail blazer in international luxury, but it was now trailing competition in room rate, occupancy and RevPar.
The brand had lost awareness, relevance and guest love.
SOLUTION:
Reposition the brand to make international travel more alluring.
Guest insight told us that a sense of worldliness makes then feel special.
Each hotel become a doorway to “The Glamour of the InterContinental Life.”
RESULTS:
Significant increases in brand awareness, brand consideration and brand preference.
THE GLAMOUR OF THE
INTERCONTINENTAL LIFE
PURPOSE
We exist to make international travel more alluring. With over 180 locations around the world, each one of our hotels and resorts provides a doorway to the glamour of the InterContinental life.
POINTS OF DIFFERENCE
- We’re brilliantly cosmopolitan, with an unrivaled portfolio of luxury hotels that include historic landmarks, iconic city skyscrapers and mythical resorts.
- We provide a personal and attentive service combining our international know-how and local cultural wisdom to give our guests the best of both worlds. We call this Global Etiquette.
- We offer discreet luxury to all our guests, with five star essentials and round-the-clock services. And we provide our most valued guests signature VIP services through a dedicated InterContinental Ambassador programme and exclusive Club InterContinental experience.
- We’re passionate about our culinary expertise, which ensures that our signature restaurants, destination bars and ballrooms are the backdrop to some of the most iconic and celebrated moments in time.
- We have an elite network of brilliant Concierges who are internationally
acclaimed for their local knowledge and insider access.
OUR PERSONALITY
We’re charismatic, sophisticated and cosmopolitan. With over seven decades of amassed experience we have the knowledge and the confidence to deliver luxury travel as it should be.
CUSTOMER
We serve the affluent, experienced traveller who enjoys international travel and the lifestyle that it brings. Although they are frequent travellers they still seek to balance their worldly experiences with the reassurance of the familiar. With 42% aged 35-49, our customers are 30/70 female/male, likely to be married or live with a partner, and have a HH income in excess of $180K.
WHERE WE PLAY
We are the largest luxury hotel brand in the world and play at scale to outperform our mid-luxury international peers in all key markets. At the end of Q3 2016, we had 186 hotels worldwide: 68 in AMEA, 49 in Americas, 38 in Greater China and 31 in Europe with the biggest pipeline in the category.
COMMERCIAL VISION
To grow total revenue to $5.4B by 2019, we’re continuing to expand in global gateways and halo resort locations whilst driving ADR, and we’re further differentiating the luxury experience and making the brand even more famous:
- Delivering the Club InterContinental and luxury experiences
- Driving further awareness and consideration for the brand by investing in global communications to engage customers in “Stories of the InterContinental Life”
- Achieving new levels of scale by driving growth in key markets
STORIES OF THE INTERCONTINENTAL LIFE