IHG: Creating Great Hotels that Guest Love
MKT/571
April 22, 2014
IHG: Creating Great Hotels that Guest Love
InterContinental Hotels Group (IHG) is an international hotel company, working with reputable nine hotel brand. Crowne Plaza Hotels & Resorts, Holiday Inn and Holiday Inn Club Vacations, Holiday Inn Express, Hotel Indigo, Staybridge Suites, Candlewood Suites, EVEN™ Hotels, HUALUXE™ Hotels and Resorts and their own brand InterContinental Hotels & Resorts. The company created over 687,000 rooms in 4, 600 hotels around 100 countries and regions centralizing in areas such as Americas, Europe, Asia, Middle East and Africa (Forbes.com, 2014).
IHG wants to be the first preference brand for guest travelers and hotel owners. In making this happen, the company did an in depth research with their current guest as well as online survey and came up with building a robust operating system which focuses on advertising and marketing campaigns in order to bring brand awareness not only in United States but also across their main geographical segment . They have established eleven global call centers, website with thirteen different language creating more than 17, 600 global sales professionals. A major innovative promotional marketing that they have also pioneered in hospitality industry is IHG® Rewards Club (Ihgplc.com, 2014). This provides strategic discounts and perks to more than 77 million members around the globe which gives the company high revenue. IHG main priorities are constantly promoting their brand name and strengthening the company’s organization by investing with their people in providing outstanding centralize customer training so the guest will have a consistent customer service experience, wherever they are and within the IHG franchised company. Building strong enterprise within the company and with the owners across the world is one of the key priorities to attain their goal of being the top brand name in hospitality industries....