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.

IHG Commercial DNA

IHG Commercial DNA

Generating Demand

Generating Demand

In a crowded and complex marketplace, IHG’s capacity to influence the buying decisions of our target guests comes down to price, time and location, and the ability to match their needs with a suitable hotel brand. Together, IHG’s powerful global salesforce, strategic brand and loyalty campaigns, digital marketing, social content and PR generate demand for your hotels and help to keep IHG front-of-mind when guests make a booking.

Driving direct bookings through powerful digital marketing

  • As one of the biggest hotel companies in the world, IHG has scale and buying power when it comes to digital keyword searches. We optimise our web presence with crafted messages for target audiences, search engine optimisation and the strength of 35 million keywords globally to drive customers to book direct through IHG sites, for maximum return-on-investment. Through Performance Marketing (a global programme that drives direct channel revenue to your hotels), IHG generated over $1.4 billion in hotel revenue globally.

Deploying powerful, emotive content and leveraging third party endorsement through social media and PR

  • Through PR and social media initiatives in 2016, our hotels appeared in 60 pieces of media coverage every day, including some of the world’s most influential publications such as CNN, The Financial Times, The Wall Street Journal, Conde Nast Traveller, Vanity Fair, Vogue and Madame Figaro.

Investing in brand and loyalty campaigns to drive demand from high-value global bookers and travellers

  • Our brand and loyalty marketing campaigns engage millions of customers around the world, contributing to the enrolment of 1 million new members to IHG Rewards Club in 2016 as well as driving awareness and advocacy of IHG brands. For instance, following the 2016 InterContinental brand marketing campaign, ‘Club InterContinental, It’s in the Details’, InterContinental Hotels & Resorts became ‘#1 preferred brand’ versus its competitors in Australia, Japan and the Middle East, as measured by global research company, Millward Brown.

Maximising B2B Sales

  • IHG has scale and buying power when it comes to negotiating with online travel agencies and we leverage our own extensive sales network of over 18,000 associates globally to direct business to your hotel. IHG Global Sales teams manage over 2,100 Key Accounts and deliver on average 26% global sales contribution.

Converting Demand

Converting Demand

IHG helps your property convert demand into the most profitable revenue streams by providing low-cost direct booking channels to maximise the business potential of every guest. To do so, we are constantly strengthening our presence where our customers are spending time and continuously invest millions of dollars in developing mobile/digital assets and revenue management tools.

Reaching guests through Web & Mobile channels

  • The IHG website is now available in 15 languages and the IHG Mobile App in 17 languages, making it easy for customers to find and book our hotels. The award winning IHG Mobile App continues to drive incremental revenue, growing 52% YOY globally.

Driving bookings and providing customer care through voice channels (CRO)

  • IHG has over 3,500 agents speaking 14 languages, and operates 11 voice reservation centres worldwide to drive bookings and deliver customer care. Voice channels deliver the highest ADR across all channels and provide a low cost of sale that maximises profitable revenue.

Optimising revenue delivery through robust revenue management and sales tools embedded through rigorous training

  • IHG is investing in a transformation of its revenue management ecosystem, which will be piloted in hotels from the end of 2017.
  • IHG Concerto™ – a suite of hotel technology products working together in harmony to drive value for guests, owners and hotel colleagues – will include a new Guest Reservation System (created in partnership with Amadeus), and enhanced Revenue Management System – accessed through a modern, new Hotel Interface.
  • In years to come, the interface will serve as the smart gateway to all of the hotel’s key applications (Property Management System, Sales & Catering, Point of Sale, Loyalty and more), providing data to optimise the experience and pricing offer for each guest in order to maximise profitable revenue, streamline hotel operations and increase guest satisfaction.

Retaining Demand

Retaining Demand

Loyalty drives profitable revenue growth and will enable us to increase market share to maximise your hotel’s revenue over the long term. Through IHG Rewards Club, IHG Business Rewards and InterContinental Ambassador, we strengthen relationships with our best customers by offering competitive rates, relevant benefits and memorable experiences through highly targeted, personalised communications.

Delivering our brands through memorable guest experiences and personal service

  • Personal, relevant brand experiences and member recognition are what keep guests coming back through our hotels’ doors time and time again. Every touchpoint is an opportunity to create a memorable guest experience and to build loyalty - from the moment they search for IHG-branded hotels online to the moment they return home, and beyond.

Creating competitive, relevant benefits and experiences for loyal members

  • IHG continuously invests in its loyalty brand to engage and reward members in the ways that they want. That’s why IHG has the world’s largest hotel loyalty programme (over 100 million enrolled members) and continues to see growth in new member enrolment (+16% YoY). In 2016, IHG launched “YOUR RATE by IHG Rewards Club” to provide members with access to exclusive preferential rates when booking through IHG direct.

Leveraging customer feedback through social insights and deploying highly targeted, personalised communications to drive loyalty

  • To better understand what guests want out of a hotel stay and help us build meaningful relationships, we listen to what they are saying using online listening tools. Members across the globe are far more likely to answer the HeartBeat survey compared to non-members. In addition, members were more prone to rate their experience between 8 and 10 as compared to non-members, driving advocacy for your hotels in the process.