The Power of our Commercial System

Preferred brands driven by world-class commercial delivery

The success of any hotel depends on its ability to drive business at the right rates, on a consistent basis. In today’s hotel environment, getting your product to market, at a price that will drive sustainable returns, is a surprisingly complex and competitive business. That’s why your hotel investment is safest with a company with the scale, the insights and the systems in place to deliver those returns. With owner returns in mind, IHG has a clear focus on building preferred brands and strong revenue delivery systems. Our global scale allows us to invest $1.5 billion annually in the IHG system, which as an owner, directly helps drive business to your hotels and resorts. Designed to maximise each hotel’s revenue potential, this system constantly generates, converts and retains demand for our owners’ hotels.

A world-class delivery system

A world-class delivery system

Generating Demand

Generating Demand

In a crowded and complex marketplace, influencing guests to choose your brand is down to timing and location. It begins with matching their specific needs to a suitable hotel brand, at a time and location when they are most likely to be influenced. Our global scale and local market knowledge allows us to understand guest needs and gather insights, so we can build preferred brand relationships. These preferences are then developed further, with global and tactical marketing campaigns and strategic partnerships, giving IHG brands a critical front-of-mind status with potential guests.

Building Awareness to be a Brand of Choice

  • Market insight and experience allows us to communicate the right messages to the right guests at the right time, through a smart and cost-effective combination of strategic media channels,including television, radio, press, digital, social media and public relations.

Localised Approach to Satisfy Unique Guest Needs

  • Our specialist in-market, local language teams manage targeted local media and property specific campaigns. These in turn help deliver guests compelling reasons to choose your hotel.

Optimising Results with Online Performance Marketing

  • Online scoping is now an essential part of vacation and accommodation planning. With nearly 30 million keywords purchased yearly, spanning 16 languages, our online performance marketing initiatives ensure your hotel has prominence - and can capture the attention of potential guests, and influence their decisions.

Maximising B2B Sales

  • Our trained global team of sales professionals manage over 2,400 global corporate accounts. These teams use best-in-class tools, and are able to proactively maximise revenues every step of the way. Globally, they drive over a quarter of IHG’s hotel rooms revenue.

Converting Demand

Converting Demand

IHG helps your property convert demand into the most profitable revenue streams, by providing low-cost direct booking channels and maximising the rate that guests pay for each booking.

IHG’s suite of direct booking channels deliver lowest cost of revenue for owners:

  • 12 call centre locations with 2,900 agents speaking 14 languages worldwide.
  • 16 major language websites receiving 15 visits per second.
  • Award winning IHG mobile app with 1.4 million downloads in 2014.

Revenue Management for Demonstrable Uplift

To maximise total revenue, our central Revenue Management team utilises a powerful combination of automated software and revenue experts to strategically monitor and set dynamic rates for every market. Some of the tools and initiatives include:

  • IHG PERFORM® with Price Optimisation:
  • IHG’s proprietary revenue management software, PERFORM® with Price Optimisation, is an awardwinning automated tool (winner of The Edelman Award-2011 for Achievement in Operations Research and the Management Sciences), which performs breakthrough forecasting, generating accurate and actionable insights to recommend best price and optimise performance.
  • Revenue Management Certification:
  • IHG is the only hotel company that provides no-cost revenue management e-guides and online training for employees, ensuring that they are well qualified, with the best revenue practices.
  • IHG Revenue Management for Hire:
  • Strategic Revenue management experts focus on driving revenue through a range of services customised for your hotel.

Retaining Demand

Retaining Demand

Understanding our guests, and maintaining a communicative relationship with them, is essential to retaining demand. IHG ensures that guests’ loyalty is reinforced long after their stay, by engaging with them through initiatives like the renowned IHG® Rewards Club, and constant dialogue on social media platforms.

IHG Rewards Club: driving guest loyalty using the world's largest loyalty programme

Through targeted communications to IHG Rewards Club members, we build and maintain relationships with 88 million guests worldwide. Our programme members:

  • PAY MORE - 4% higher rate premium on average
  • STAY MORE – 59% of member return stays will be to other IHG hotels
  • SAY MORE - Members are 4 times more likely to post a positive online review

Marketing to IHG Rewards Club members allows for higher brand recognition, encouraging more direct bookings, and helping drive cross-sell opportunities across our porfolio of brands.

Social Listening & Engagement

Today’s traveller uses social media platforms to make informed decisions based on the opinions of others. The IHG Social Listening Tool helps your hotel be a part of the conversation, engaging your guest after their stay while managing your hotel’s reputation.