1、 InterContinental Hotels & Resorts Brand Standards Manual Confidential PrintHome 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 ar
2、e registered trademarks 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 In
3、stant Check in The Meeting 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: Confidential CONTENTS CONTENTS INTRODUCTION INTRODUCTIO
4、N AND HISTORYINTERCONTINENTALS MARKET 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 RESOU
5、RCES 5 TRAINING AND DEVELOPMENT 6 FINANCE 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 Confidential CONTENTS Confidential
6、INTRODUCTION AND HISTORY 2004 InterContinental Hotels & Resorts 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 th
7、e physical and service characteristics that define the Brand. 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 t
8、he Brand, its international service and the skills and disciplines 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 th
9、e needs of international travellers in 70 countries. They are 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 Stan
10、dards ensure that they are avoided and, at the same time, provide 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
11、a source of pride as it is of profit. HISTORY It was at President 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 air
12、lines routes into Latin America and later throughout the world. 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 Ho
13、tel InterContinental, Frankfurt, the companys first hotel in Europe, 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 i
14、ts interest in InterContinental Hotels Corporation to Grand Metropolitan, 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. Confidential INTRODUCTION AND HISTORY Page ii 2004 Inte
15、rContinental Hotels & Resorts Brand Standards Then in 1988 Grand Metropolitan 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
16、 expansion of its Far East estate and Middle East interests followed, with 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 leadin
17、g marque with the family of brands that comprise InterContinental Hotels Group. 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 InterC
18、ontinental Hotels & Resorts forms part of a world-wide family of brands and 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 10
19、0 countries and territories around the world (). The Group owns a portfolio 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
20、interest in Britvic, the second largest soft drinks manufacturer in the UK. Confidential 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 Int
21、erContinental brand pioneered a new category of hotels they represented the first truly 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
22、in the market have been changing strategy and new boutique brands have been changing the 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
23、market brand, especially one rooted in a long, rich history as the pioneer of an entire 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
24、 new direction for itself, in order to reclaim the leading market position it once held. 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 environme
25、nts, facilities and services that make the Brand unique and which will enable it to capture 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
26、 globe and took more than two years to complete. This research not only helped to define 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 positi
27、oning terms, InterContinental currently sits among a group of upper up-scale (five star) 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 sec
28、tor). For InterContinental to become the clear brand of choice in the premium hotels sector, it must position itself closer to these luxury brands and differentiate ourselves from the upper up-scale group. Confidential INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE Page iv 2004 InterContinental H
29、otels & Resorts Brand Standards OUR TARGET GUEST THE CONTEMPORARY CLASSICIST The research helped to identify 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 Bran
30、d. These people have a very clear set of values and attitudes that set them apart: They are cultured, 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
31、 well designed They greatly enjoy experiencing local flavours and differences within each country, as 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 tr
32、avel often, at least seven times a year on business and twice on leisure, and are prepared to pay a premium 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 environment
33、s, facilities and services that are differentiating in the market place. Selecting a quality hotel brand 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
34、 research process gave us an insight into the most important of these guests needs when they are staying 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
35、welcoming experience Hotel staff anticipating needs and thinking about the little things Our response 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 resu
36、lt of this guests will feel personally known and cared for, removing the common feeling of displacement caused by the hassle international travel often brings. Confidential INTERCONTINENTALS MARKET POSITION & BRAND ESSENCE 2004 InterContinental Hotels & Resorts Brand Standards Page v POSITIONING AND
37、 BRAND ESSENCE In order to define its Positioning and Brand Essence and develop the standards to support them, it 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 relationsh
38、ip with its guests: “For successful people who are quietly reshaping the world, InterContinental is the stylish elegant 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.” W
39、e can distil this further into what the brand fundamentally stands for the InterContinental Brand Essence: International 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
40、expression of the InterContinental positioning and its brand essence defines how it talks to its customers both the 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 har
41、d and across time zones. What you do is important. You deserve the best. We know what it takes. to be your hotel. 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
42、 encapsulation of an implicit promise of quality. It is what we have been communicating in our global advertising 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
43、 work. BRAND STANDARDS If InterContinental is to meet the needs and tastes of international travellers, every hotel 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 St
44、andards provide the support that hotels and their staff need to deliver against the promises made by the brand. Implementing 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
45、 to its guests today and every day. Confidential USING THIS MANUAL Page vi 2004 InterContinental Hotels & Resorts Brand Standards USING THIS MANUAL BASIC ORGANISATION This manual contains the Operations, Service and Property standards for the InterContinental Hotels & Resorts brand. Other relevant s
46、tandards, operational guides and training materials are cross-referenced. The manual is structured as follows: Introduction, which provides a history of the InterContinental brand and a summary of the brand positioning Differentiating the brand Compliance and quality control Guest service standards,
47、 which cover: Credo standards Hotel department standards Foundation standards, which cover: Operational standards: including human resources, training and development, finance, and marketing and sales Fire and life safety standards Information technology standards Property standards Appendix: techni
48、cal specifications Development screening criteria Index and Glossary Confidential USING THIS MANUAL 2004 InterContinental Hotels & Resorts Brand Standards Page vii OTHER MANUALS AND GUIDES Other manuals and guides are referred to in this document and provide additional information and standards. The
49、se manuals are available from the Regional Office of InterContinental Hotels & Resorts. Those marked below with a * are supplied, in English 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 Standard
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