ginger taggart vice president, global luxury brands · the ihg portfolio: crafting unique guest...
TRANSCRIPT
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GINGER TAGGART VICE PRESIDENT, GLOBAL LUXURY BRANDS
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CONTENTS
INPUTS INTO CRAFTING A LUXURY GUEST EXPERIENCE –
THE LUXURY MARKET
THE IHG PORTFOLIO: CRAFTING UNIQUE GUEST EXPERIENCES –
INTERCONTINENTAL, SIX SENSES, KIMPTON AND REGENT
BEHIND THE SCENES –
A CASE STUDY: REGENT ®HOTELS & RESORTS
KEY SECRETS OF SUCCESS –
GUEST EXPERIENCE INPUTS
DESIGN STRATEGY AND BRAND HALLMARK CREATION
Confidential © IHG 2018. All Rights Reserved. 2
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T H E L U X U R Y M A R K E T
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THE LUXURY MARKET
4 Confidential © IHG 2018. All Rights Reserved.
THE CHANGING WORLD OF LUXURY
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of luxury shoppers are millennials, characterized by a distaste for conspicuous consumption and a desire for value with values.
Tom Hardy – The Future Laboratory
THE LUXURY MARKET
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Both traditional and emerging consumers are under-served and are demanding new values from luxury brands.
45%
Confidential © IHG 2018. All Rights Reserved.
53% 61% of millennials choose a luxury experience over a product.
Deloitte
of millennials surveyed choose either full or selective
luxury travel.
L.E.K. Consulting and Skift
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THE LUXURY MARKET
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The luxury accommodations segment is growing fast and projected to reach $95 billion globally by 2025 – driven largely by increased consumer spending on experiences.
GLOBAL LUXURY SEGMENT 2017-–2025 (IN USD)
2025 2017
BOSTON CONSULTING GROUP
55% of what consumers spend globally on luxury is spent on luxury experiences.
CAGR 6%
BILLION $60
BILLION $95
Confidential © IHG 2018. All Rights Reserved.
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Confidential © IHG 2018
Leader in Unforgettable Luxury Experiences
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IHG Luxury Portfolio
Open Luxury Properties / Rooms:
18/1,448
6/2,003
205/69,436
69/13,470
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Kimpton Fitzroy London
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InterContinental Maldives Maamunagau Resort 9
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InterContinental Lyon, France 10
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Six Senses Fiji Malolo Island 11
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Awards
The Telegraph, UK Travel Awards
Top Hotel Brand
Travel + Leisure, US World’s Best Hotel Brand Award three years in row (2017, 2018, 2019)
Editors’ Favourite Hotels in the World (Douro Valley)
Conde Nast Traveller, US – 2018 Gold List
Best Hotel Group
ABOUT SIX SENSES
Background
• Six Senses is one of the world’s leading operators of top-tier luxury hotels, resorts and spas, with a globally renowned reputation for wellness and sustainability
• Properties in some of the world’s most desirable locations – from the Maldives and the Seychelles, to Yao Noi in Thailand, Oman’s Zighy Bay and Portugal’s Douro Valley
China, Six Senses Qing Cheng Mountain
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KIMPTON HOTELS & RESTAURANTS
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KIMPTON SEAFIRE RESORT, GRAND CAYMAN
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SIX SENSES INTERCONTINENTAL HOTELS & RESORTS
• Named the World’s Leading Hotel Brand for the 12th time at the World Travel Awards in 2018
• KPMG Nunwood US Customer Experience Excellence Analysis
• Business Traveler Awards’ Best Business Hotel Chain
Worldwide
KIMPTON HOTELS & RESTAURANTS
• Glassdoor’s “2019 Best Places to Work”
• Forbes’ “The Best Employers for Diversity 2019”
• Fortune’s “100 Best Companies to Work For” (2011-2019)
• Human Rights Campaign’s “Corporate Equality Index” (2004 – 2019) Recipient of 100% Score
LUXURY INSIGHTS
AN INSIDERS LOOK INTO CRAFTING A LUXURY EXPERIENCE: PUTTING IT INTO PRACTICE
• Named World’s Best Hotel Brand for three years in a row (2017-2019) by Travel + Leisure, US
• Best Hotel Group, UK Travel Awards (The Telegraph, UK)
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Confidential © IHG 2018. All Rights Reserved.
SET OUT TO CREATE A LUXURY GUEST JOURNEY
DEEP DIVE INTO A BRAND’S
HERITAGE BUT INFUSE MODERN RELEVANCE
GATHER UNIQUE INSIGHTS – THINK BROADLY ABOUT
INFLUENCERS PLACE VALUE
ON VALUES
LUXURY INSIGHTS
AN INSIDERS LOOK INTO CRAFTING A LUXURY GUEST EXPERIENCE: KEY SECRETS OF SUCCESS
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HOTELS & RESORTS
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Private & Confidential © IHG 2019. All Rights Reserved.18
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A PIONEER IN LUXURY
When the Regent brand was founded over 40 years ago, it marked the beginning of modern luxury.
Regent Hotels was the pioneer in hotel design with bold firsts, setting the ultimate standards that continue to live across luxury hotel brands today.
It was the first hotel brand to offer private villas with pools, island reception desk, sunken bathtubs and five-point
bathroom suites in every guestroom.
Private & Confidential © IHG 2019. All Rights Reserved.
With a legacy of innovation, extraordinary views, landmark destinations and exceptional service,
the Regent brand has returned to redefine luxury once more.
FIVE-POINT BATHROOMS
THE FIRST BRAND TO OFFER…
PRIVATE VILLAS WITH POOLS
ISLAND RECEPTION DESKS
SUNKEN BATHTUBS
THE REGENT STORY
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THE REGENT STORY
Confidential © IHG 2018. All Rights Reserved.
Positioned at the top of IHG’s luxury portfolio, this legendary brand is redefining luxury hospitality through
innovation, design and a deep understanding of the new luxury guest.
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REGENT® HOTELS
21 Confidential © IHG 2018. All Rights Reserved.
LOCATIONS
BEIJING 496 ROOMS AND SUITES
BERLIN 195 ROOMS AND SUITES
CHONGQING 198 ROOMS AND SUITES
PORTO MONTENEGRO 149 ROOMS AND SUITES
SINGAPORE 440 ROOMS AND SUITES
TAIPEI 538 ROOMS AND SUITES
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REGENT® HOTELS
T A R G E T D E S T I N A T I O N S
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AMERICAS
BOSTON
CHICAGO
HAWAII
LAS VEGAS
LOS ANGELES!MIAMI
NEW YORK
SAN FRANCISCO
WASHINGTON D.C
TORONTO
VANCOUVER
BAHAMAS
CARIBBEAN
EUROPE
AMSTERDAM
BARCELONA
GENEVA
LONDON
MILAN
MUNICH
PARIS
PRAGUE
ROME
VIENNA
ZURICH
MIDDLE EAST,!ASIA & AFRICA
BANGKOK
DUBAI
MALDIVES
MUMBAI
PHUKET
SYDNEY
TOKYO
GREATER CHINA
GUANGZHOU
HANGZHOU
MACAO
SANYA
SHANGHAI
SHENZHEN
The brand will expand to the world’s most dynamic cities !and awe-inspiring resort destinations.
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REGENT® HOTELS
P I P E L I N E P R O P E R T I E S
PHU QUOCHOTEL & RESIDENCES
120 rooms and suites178 Sky and Land villas
OPENING 2020
BALI CANGGUHOTEL
140 suites and 10 villas
OPENING 2021
HONG KONGHOTEL
OPENING 2022
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JAKARTAHOTEL & RESIDENCES
126 rooms and suites97 residences
OPENING 2022
Private & Confidential © IHG 2019. All Rights Reserved.
KUALA LUMPURHOTEL
250 rooms and suites
CHENGDUHOTEL
280 rooms and suites
BOSTONRESIDENCES
477 residences
OPENING 2023OPENING 2022 OPENING 2019
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REGENT® HOTELS
P I P E L I N E P R O P E R T I E S
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REGENT® HOTELS
25 Confidential © IHG 2018. All Rights Reserved.
THE REGENT GUEST
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THE REGENT® GUEST
26 Confidential © IHG 2018. All Rights Reserved.
THE ESTABLISHED ELITE
Regent guests seek balance in life not through their status, but through experiences they see as important to their lives, their legacy and those around them.
They are self-actualized and seeking to maintain their current state and reconnect with life’s beauty.
PAN-GENERATIONAL, GENDER NEUTRAL – THE “1%” POST STATUS – LUXURY AS A WAY OF LIFE
UNDERSTAND “SEEN” AND “UNSEEN” DESIRE TO BE AROUND OTHERS OF THEIR CALIBRE
FOCUSED ON FUTURE IMPACT & LEGACY MATURE ENOUGH TO RECOGNIZE BALANCE IS KEY
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REGENT® HOTELS
Confidential © IHG 2018. All Rights Reserved. 27
A LEGEND REBORN
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28 Confidential © IHG 2018. All Rights Reserved.
BRAND AMBITION – ELEVATING ABOVE THE NOISE
BRAND PROMISE – SUBLIME HAVEN
EMOTIONAL INTENT – UPLIFTED
BrandPyramid:GuestExperience
Roadmap
TheWhat
TheHow
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Key Inputs
into the Brand’s Relaunch
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THE REGENT® BRAND
30 Confidential © IHG 2018. All Rights Reserved.
SERVICE PHILOSOPHY DESIGN SIGNATURES STRATEGIC PILLARS
REPOSITIONING THE BRAND
BRAND HALLMARKS
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THE REGENT® BRAND
31 Confidential © IHG 2018. All Rights Reserved.
DESIGN PHILOSOPHY
Discreet opulence redefines luxury tropes with nuanced contemporary design cues building upon a timeless base with expressive, yet seemingly effortless delights and imaginative extravagances
that instil a touch of bliss at just the right moments.
FRAMED VIEWS
NONCHALANT ARRANGEMENTS RICH MATERIALITY
CLASSIC PIECES MADE CONTEMPORARY
PERSONAL HAVENS
ELEGANT MATERIALS WITH PATINA ELEVATED ACCENTS DOMESTIC STAGES
HIGH QUALITY ENVELOPE
ELEGANT CLASSICISM WITH NEW ARTISTRY
CONTEMPORARY
DESIGN CUES
SUMPTUOUS LAYERS
PHOTO. FROM THE RUBELLI CATALOGUE 2018. BY MAZ ZAMBELLI STYLING BY BEATRICE ROSSETTI
STU
CC
O W
ALLPA
PE
R
BY W
ALL&
DE
CO
BO
LIA INTE
RN
ATION
AL A
/S
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THE REGENT® BRAND
32 Confidential © IHG 2018. All Rights Reserved.
DESIGN LAYERS
The design style is brought to life through three distinct layers.
An elegant and tranquil backdrop. An expressive, seemingly effortless & intimate perspective on luxury.
Captivating, memorable and imaginative extravagances.
BASE LAYER
SERENE 50%
CONTRAST LAYER
UNEXPECTED HARMONY 40%
DYNAMIC LAYER
DECADENCE 10%
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THE REGENT® BRAND
DESIGN LAYER PROPORTIONS BY TOUCHPOINT
Private & Confidential © IHG 2019. All Rights Reserved.
DESIGN LAYER GUIDELINE, AND WILL VARY IN ACCORDANCE TO MARKET AND HOTEL
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FOR ILLUSTRATION PURPOSES ONLY
THE REGENT® BRAND
L O B B Y
Awe-inspiring moment
Bespoke Hotel Pattern
Private Reception Island Personal Havens
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Personal Haven
Framed Views Bespoke Hotel Pattern
Ritual of Dressing Area
Private & Confidential © IHG 2019. All Rights Reserved.35
THE REGENT® BRAND
G U E S T R O O M
FOR ILLUSTRATION PURPOSES ONLY
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Bespoke Hotel Pattern
Customized bath products!from the Regent bath menu
Personal Haven
Private & Confidential © IHG 2019. All Rights Reserved.36
THE REGENT® BRAND
O A S I S B A T H R O O M
FOR ILLUSTRATION PURPOSES ONLY
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Water feature
Unexpected Harmony
Personal Haven
Private & Confidential © IHG 2019. All Rights Reserved.37
THE REGENT® BRAND
O U T D O O R S P A C E S
FOR ILLUSTRATION PURPOSES ONLY
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THE REGENT® BRAND
38 Confidential © IHG 2018. All Rights Reserved.
“The unexpected harmony within the Regent design feels very human and personal.
It suggests that it is almost perfect but allowing for an element of creativity. This is important in timeless design.”
STEFAN SIELAFF, DESIGN DIRECTOR – BENTLEY
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REGENT® HOTELS
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VISUAL IDENTITY
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VISUAL IDENTITY
40 Confidential © IHG 2018. All Rights Reserved.
INSPIRATION
ICONIC VIEWS
Influenced Design Signature: Awe-Inspiring Moments
CINEMATIC L INKS
LUCKIEST HOTEL IN THE WORLD
Influenced new photography Influenced new custom pattern based on legends of Kowloon Dragons
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WHITE VELLUM CELADON DARK TEAL PURPLE RUBY
SERENE DECADENCE
BASE PALETTE SIGNATURE BRAND COLOR DECADENT ACCENTS
VISUAL IDENTITY
41 Confidential © IHG 2018. All Rights Reserved.
COLOR RATIOS
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VISUAL IDENTITY
IN ACTION
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Private & Confidential © IHG 2019. All Rights Reserved.
THE REGENT® DISTINCTION
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THE REGENT HALLMARKS
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THE REGENT® BRAND
44 Confidential © IHG 2018. All Rights Reserved.
PERSONAL HAVENS THE TASTE STUDIO WITH COMPLIMENTS
Breath-taking outside spaces or an intimate corner in a guest room, these spaces are as much moments in time as they are sublime
physical spaces.
An immersive showcase of innovation and collaboration from emerging culinary talent and creative spirits to create an elevated
multi-sensory and cultural dining experience.
A new benchmark in luxury hospitality where services such as laundry, pressing and mini-bar are included as a matter of course.
EXPERIENCE AGENT
An elevated experience of personal service - from pre-stay to departure - delivered by one
point of contact.
BRAND HALLMARKS
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LOBBY GUESTROOM BATHROOM A cosy corner with an oversized chair and curated reading list. Beverages
or grazing platters are offered by means of the signature “Press for
Champagne” button.
A day bed by the window for guests to rest with a mediation mask
listening to a customized playlist or indulge with a mini facial kit and bite-
sized canapés.
A soaking tub with bath oils and a personalized movie list perfectly
complemented by a favourite tea or champagne.
OUTDOOR SPACES Sunset or stargazing experience on the terrace with warm blankets and
binoculars whilst oysters are shucked tableside.
THE REGENT® DISTINCTION
PERSONAL HAVEN IDEAS FOR ON-PROPERTY MOMENTS
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THE REGENT® BRAND
46 Confidential © IHG 2018. All Rights Reserved.
“People these days are so busy, they treasure quiet moments to relieve the pressure.
Creating a personal haven for the guest is really special and unique. I haven’t seen this done before.”
APRIL HSU, MANAGING DIRECTOR – SHANGLIU TATLER
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THE REGENT® DISTINCTION
Private & Confidential © IHG 2019. All Rights Reserved.
T H E T A S T E S T U D I O
A dedicated, interactive showcase kitchen, the Taste Studio is a platform and incubator for creative teams of emerging
chefs, musicians, painters, and others. Encouraging unique partnerships across industries and creates multi-sensorial
experiences that are ever-evolving.
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THE REGENT® DISTINCTION
W I T H C O M P L I M E N T S
Luxury should not be about small surcharges but rather about ensuring an uplifting experience. This Regent hallmark
introduces a new benchmark in luxury hospitality where services such as laundry for gym kits, first pressing and mini-bar are included as a matter of course and filling of forms are eliminated for a frictionless experience.
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T H E R E G E N T E X P E R I E N C E A G E N T
THE REGENT® DISTINCTION
The Regent Experience Agent is a single point of contact for both guests (hotel, restaurant, and meeting patrons)
and their Personal Assistants.
A revolutionized hotel position, the Experience Agent works with guests and/or their Personal Assistants to anticipate
needs and curate experiences. Guests may choose to communicate in-person or via a technology platform.
The Experience Agent is empowered to make anything happen, even if it falls
outside of a traditional hotel purview.
Phase II will include a portal/app for Personal Assistants.
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50 Confidential © IHG 2018. All Rights Reserved.
And, our story begins…
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