1、 InterContinental Hotels & Resorts Brand Standards Manual 2004 InterContinental Hotels Group. All rights reserved. This manual is the proprietary business information of InterContinental Hotels Group and must not be copied or distributed without their consent. The following are registered trademarks
2、 of InterContinental Hotels Group: InterContinental Hotels & Resorts Priority Club Rewards HOLIDEX Plus Ambassador Little Things that Make the Difference In an Instant The following are trademarks of InterContinental Hotels Group: We know what it takes Club InterContinental Instant Check in The Meet
3、ing Place Around the Clock WorldLink InterContinental Hotels & Resorts InterContinental Hotels Group 67 Alma Road Windsor Berkshire SL4 3HD United Kingdom Tel: + 44 (0) 1753 410100 Fax: + 44 (0) 1753 410101 Email contact: CONTENTS CONTENTS INTRODUCTION INTRODUCTION AND HISTORYINTERCONTINENTALS MARKE
4、T POSITION & BRAND ESSENCE USING THIS MANUAL DIFFERENTIATING THE BRAND INTERCONTINENTALS ICONs COMPLIANCE AND QUALITY CONTROL 1 COMPLIANCE AND QUALITY CONTROL GUEST SERVICE STANDARDS 2 CREDO STANDARDS 3 HOTEL DEPARTMENT STANDARDS FOUNDATION STANDARDS 4 HUMAN RESOURCES 5 TRAINING AND DEVELOPMENT 6 FI
5、NANCE 7 MARKETING AND SALES 8 FIRE AND LIFE SAFETY 9 INFORMATION TECHNOLOGY 10 PROPERTY STANDARDS APPENDIX: TECHNICAL SPECIFICATIONS DEVELOPMENT SCREENING CRITERIA DEVELOPMENT SCREENING CRITERIA GLOSSARY AND INDEX GLOSSARY INDEX CONTENTS INTRODUCTION AND HISTORY 2004 InterContinental Hotels & Resort
6、s Brand Standards Page i INTRODUCTION AND HISTORY INTRODUCTION The InterContinental Hotels & Resorts Brand Standards Manual brings together in one volume the key features of an InterContinental hotel or resort. In doing so, it lays out the physical and service characteristics that define the Brand.
7、The opening section describes the background to the development of these Standards, setting them in context. It describes both the Market positioning of InterContinental and its brand essence. It also describes the key characteristic of the Brand, its international service and the skills and discipl
8、ines that directly support this quality. Every Standard in the manual is designed to reflect these essential aspects of InterContinentals culture and beliefs. These Standards have been distilled from over 55 years experience of meeting the needs of international travellers in 70 countries. They are
9、practised throughout the world and subject to searching examination on an annual basis. Maintaining the integrity of these benchmarks is vital if the guest is to be consistently satisfied. No one likes unpleasant surprises, and these Standards ensure that they are avoided and, at the same time, prov
10、ide the guest with a recognisable experience that is both memorable and agreeable. They also represent InterContinental values, and should be upheld with care. They will guarantee that the name of InterContinental continues to be as much a source of pride as it is of profit. HISTORY It was at Presid
11、ent Roosevelts request that Juan Trippe, then Chairman of PanAmerican World Airlines, founded InterContinental Hotels Corporation as part of the post-World War II programme of recovery. The companys early expansion developed along the airlines routes into Latin America and later throughout the world
12、. The first property, inaugurated in 1947, was the Hotel Grande in Belem, Brazil, with others quickly following and, in 1961, the first hotel outside Latin America, the Phoenicia InterContinental, Beirut was opened. Two years later the Hotel InterContinental, Frankfurt, the companys first hotel in E
13、urope, was built. InterContinental Hotels Corporation had by then firmly established its pioneering reputation, bringing high standards of accommodation and service to the international traveller. In 1981 Pan American World Airways sold its interest in InterContinental Hotels Corporation to Grand Me
14、tropolitan, a UK based company with a chain of 27 hotels. Some were sold, but many of its landmark properties were retained as part of InterContinental Hotels Corporations portfolio. INTRODUCTION AND HISTORY Page ii 2004 InterContinental Hotels & Resorts Brand Standards Then in 1988 Grand Metropolit
15、an sold InterContinental Hotels Corporation to the Japanese-based Saison Group PLC. It was later acquired by Bass PLC in 1998, which was renamed Six Continents PLC in 2000 and is now the InterContinental Hotels Group. A rapid expansion of its Far East estate and Middle East interests followed, with
16、hotels opening in China and Hong Kong and the West Bank. Then a major programme of renovations followed that included the InterContinental hotels in Budapest, Madrid, Vienna, Chicago and New York. InterContinental is a leading marque with the family of brands that comprise InterContinental Hotels Gr
17、oup. With a long tradition of hospitality throughout the world the chain continues to expand wherever the opportunity to serve the interests of the international traveller presents itself. InterContinental Hotels Group InterContinental Hotels & Resorts forms part of a world-wide family of brands and
18、 is owned by InterContinental Hotels Group PLC of the United Kingdom LON:IHG, NYSE:IHG (ADRs), which owns, manages, leases or franchises, through various affiliates, more than 3,300 hotels and 515,000 guest rooms in nearly 100 countries and territories around the world (). The Group owns a portfolio
19、 of well-recognised and respected hotel brands including InterContinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites, and also has a controlling interest in Britvic, the second largest soft drinks manufacturer in the UK.
20、 INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE 2004 InterContinental Hotels & Resorts Brand Standards Page iii INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE BACKGROUND When it was founded in 1946, the InterContinental brand pioneered a new category of hotels they represented the first truly
21、International Premium Hotel brand. Over fifty-five years later the situation has changed the market place is now highly competitive and the demands and expectations of our guests have changed. Established brands in the market have been changing strategy and new boutique brands have been changing the
22、 rules. The customer too is changing. The average age of an InterContinental guest is 49 years and getting older whilst the average for the market is 43 and getting younger A key enduring strength of any leading market brand, especially one rooted in a long, rich history as the pioneer of an entire
23、category, lies in its ability to adapt and evolve its proposition in a way that is distinctive, relevant and motivating to its audiences as they too change. InterContinental has recognised the need to establish a new direction for itself, in order to reclaim the leading market position it once held.
24、 This Standards Manual describes the steps which must be taken for hotels and resorts to embody this refined positioning ways of building on a distinctive positioning and essence through the delivery of environments, facilities and services that make the Brand unique and which will enable it to capt
25、ure the hearts and minds of the customer in a way which no other hotel or resort brand can. RESEARCH HELPED US DEFINE THE WAY FORWARD The Brand has recently invested heavily in a research project that spanned the globe and took more than two years to complete. This research not only helped to define
26、 the Brands Positioning and its new Brand Essence but made it clear that both our facilities and our service needed to be updated in order to deliver the brand effectively and consistently to the guest. In positioning terms, InterContinental currently sits among a group of upper up-scale (five star)
27、 hotel brands such as Marriott, Sheraton, Le Meridien, Hyatt, Radisson, Hilton and Westin. These hotels operate at a lower level than brands such as Ritz Carlton, Peninsula and Four Seasons (the luxury hotels sector). For InterContinental to become the clear brand of choice in the premium hotels sec
28、tor, it must position itself closer to these luxury brands and differentiate ourselves from the upper up-scale group. INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE Page iv 2004 InterContinental Hotels & Resorts Brand Standards OUR TARGET GUEST THE CONTEMPORARY CLASSICIST The research helped to i
29、dentify a distinct target group that reflects both the current InterContinental stayer and, crucially, potential guests staying at competitors hotels who can be attracted to the InterContinental Brand. These people have a very clear set of values and attitudes that set them apart: They are cultured,
30、 believing that the best kind of hotel service is discreet and respectful They value stepping back from the stresses and strains of every day life They have a genuine appreciation for things that are well designed They greatly enjoy experiencing local flavours and differences within each country, as
31、 opposed to looking for bland internationalism They believe that if youre successful, theres no need to shout about it The term used to describe this group is Contemporary Classicist. These people travel often, at least seven times a year on business and twice on leisure, and are prepared to pay a p
32、remium for the right sort of hotel experience. They appreciate hotels that have a classical feel but without the stuffiness of tradition. Their brand of preference is one that offers them environments, facilities and services that are differentiating in the market place. Selecting a quality hotel br
33、and such as InterContinental ensures that their standards will be met. More than that, its also about feeling part of an unspoken club of important travellers who are quietly reshaping the world. The research process gave us an insight into the most important of these guests needs when they are stay
34、ing in a hotel. For them, a hotel should be about: Helping them unwind and relax Taking away the hassle Hotel staff dealing with all needs and problems Physically comfortable surroundings A warm and welcoming experience Hotel staff anticipating needs and thinking about the little things Our response
35、 to this must be that we make guests feel special by providing environments, facilities and services which uniquely understand and care for the needs and tastes of international travellers. As a result of this guests will feel personally known and cared for, removing the common feeling of displaceme
36、nt caused by the hassle international travel often brings. INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE 2004 InterContinental Hotels & Resorts Brand Standards Page v POSITIONING AND BRAND ESSENCE In order to define its Positioning and Brand Essence and develop the standards to support them, it
37、was important to have a very clear sense of how we wanted our customers to view InterContinental. The Positioning describes what InterContinental must do to forge a meaningful relationship with its guests: “For successful people who are quietly reshaping the world, InterContinental is the stylish el
38、egant international hotel brand of today, which makes guests feel special by providing services that uniquely understand and care for the needs and tastes of international travellers.” We can distil this further into what the brand fundamentally stands for the InterContinental Brand Essence: Interna
39、tional Understanding. This is the essence of the brand because InterContinental understands international travellers and the role the hotel should play in their international trips. The expression of the InterContinental positioning and its brand essence defines how it talks to its customers both th
40、e business traveller and the leisure traveller and also to all its staff: We know what it takes In other words We know what it takes. to be you, the Contemporary Classicist. You work hard and across time zones. What you do is important. You deserve the best. We know what it takes. to be your hotel.
41、The international hotel for successful people who are quietly reshaping the world. A luxurious, comfortable, pleasurable experience. The line We know what it takes is a simple, memorable encapsulation of an implicit promise of quality. It is what we have been communicating in our global advertising
42、campaign; what we have been promising to our guests in our in-hotel advertising and collateral; and, most importantly, what our staff embody in every guest interaction during their daily work. BRAND STANDARDS If InterContinental is to meet the needs and tastes of international travellers, every hote
43、l and every member of staff must be united behind an inspiring and relevant group of Brand Standards that give the brand differentiation in this most demanding of market places. Brand Standards provide the support that hotels and their staff need to deliver against the promises made by the brand. Im
44、plementing the Brand Standards is the only way that InterContinental can demonstrate that it knows what it takes. It is up to you to make the InterContinental brand distinct and relevant to its guests today and every day. USING THIS MANUAL Page vi 2004 InterContinental Hotels & Resorts Brand Standar
45、ds USING THIS MANUAL BASIC ORGANISATION This manual contains the Operations, Service and Property standards for the InterContinental Hotels & Resorts brand. Other relevant standards, operational guides and training materials are cross-referenced. The manual is structured as follows: Introduction, wh
46、ich provides a history of the InterContinental brand and a summary of the brand positioning Differentiating the brand Compliance and quality control Guest service standards, which cover: Credo standards Hotel department standards Foundation standards, which cover: Operational standards: including hu
47、man resources, training and development, finance, and marketing and sales Fire and life safety standards Information technology standards Property standards Appendix: technical specifications Development screening criteria Index and Glossary USING THIS MANUAL 2004 InterContinental Hotels & Resorts B
48、rand Standards Page vii OTHER MANUALS AND GUIDES Other manuals and guides are referred to in this document and provide additional information and standards. These manuals are available from the Regional Office of InterContinental Hotels & Resorts. Those marked below with a * are supplied, in English
49、 only, on the CD-ROM that is provided with this manual. ICON guidelines In an Instant ICON Implementation Guide * Global Connections ICON Implementation Guide * Around the Clock ICON Implementation Guide * Little Things ICON Implementation Guide * Standards and guidelines GSTS Implementation Guidelines InterContinental Hotels & Resorts Brand Identity Manual * Club InterContinental Policy, Procedures and Graphics Standards Priority Club Rewards Standards Manual InterContinental Hotels & Resorts Signage Guidelines * InterContinental Hotels & Resorts Standard Plan Employee Rate Programme * In
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