why holiday inn is changing
DESCRIPTION
Why Holiday Inn is Changing. Strongest pipeline in 20 years High levels of brand awareness and usage 100 million stays last year. “There is no question that you either take charge of change or change will take charge of you” Kemmons Wilson Founder of Holiday Inn, 1952. Our Brand Truths. - PowerPoint PPT PresentationTRANSCRIPT
Why Holiday Inn is Changing
• Strongest pipelinein 20 years
• High levels of brand awareness and usage
• 100 million stays last year
“There is no question that you either take charge of
change or change will take charge of you”
Kemmons WilsonFounder of Holiday Inn, 1952
Consumer Needs/Wants
• Respected as adults, as real people
• Manage uptime and downtime
• Make conscious price-benefit trade-off decisions
• Basics in place
• Treated fairly
Our BrandTruths
• Safe choice
• Trustworthy
• Friendly
• Honest
• Unpretentious
• Efficient
• Real
When I Am Traveling…
I want a hotel that treatsme like a human being—
not just a number
Self-sufficiency
Wellbeing
• Feeling your best
• Better personal health
Style and Design
Community
• Online and offline
Authenticity
Championing the Real World
Holiday Inn is the only mainstream hotel brand family that
understands and respects the real world in which you live
• Dynamic
• Modern
• Fresh
• Energetic
• Recognizable
• Straight, clean lines
• Friendly
• Simple
• Lighthearted and fun
• Curvy
• Fresh
• Young
• Down-to-earth
MONOGRAM FONT COLORS
The Design Elements
New Signage
Signature Arrival
Current Standards Promote a Cluttered Look
Hotels Hotels Guests Guests
LoveLove
New Service Promise – Stay Real
Be Loved• Keep Promises• Show Appreciation• Make Their Stay
Act• Ask• Think• Do
Be Ready• Know our Hotel• Know our Guests• Know our Role
Care• Notice• Connect• Listen
Ideal Timeline Would Suggest That The Repositioning Could Be Largely Completed By Early 2010
July Oct Dec Feb JuneSept Nov Jan Mar Apr May
2007 2008 2010
JanAug
Parity: installation of new bedding/bath (HI)
Case for Change DVD
Owner letter Conference Issue hallmark standards
Regional workshops
COMPLIANCE: signage complete
Basics: addressed based on QE audits
QE: 2nd round inspectionsQE: program update QE: train/hire QC
Ongoing threshold tracking/measurement
Fin.: determine plan Finance: secure credit Finance: provide financing/collect repayments
Stds: endorsement
Signs: select vendors/pilotSigns: prototypes and specs Signs: mfr/Install
Issue standards
Breakfast bar: rollout (EX)
New uniforms: rollout
Legal: update UFOC Sales: new owner proposition
Communications strategy: owner/developer/consumer/internal/other stakeholders
Hallmarks: develop & test Hallmark: mfr/InstallHallmarks: spec & source
Service: train propertiesService: Global blueprint Service: reg plan
Testing: hotel-level pilot testing Production rollout
QE: socialize
There is a 4-step Rollout Process For Each Property“How To Get The New Sign”
PASS QUALITY EVALUATION
1INITIATE SERVICE
TRAINING
2 MEET OSATTHRESHOLD
3 INSTALLHALLMARKS
4
• QE will outline any necessary changesa property must make
–Overall and more specifically for ‘the basics’
• Properties will be revisited at pre-defined intervals(~ every 6 mos)
• Training in the new ‘service culture’ must be completed by every hotel
• In order to proceed in the repositioning, hotels must initiate training and complete initial phase (more details to follow)
• Properties will be assessed on 12-month rolling average at initial test
–A 3-mos rolling average will be used at re-test
• Current OSAT threshold levels will remain in place, with ‘action required’ category being eliminated on 1/1/2010
–80 for HI and 84 for EX
• Properties must also not be in any type of default (e.g., PIP)
• Properties must have implemented the new bedding standard
• Hallmarks cannot be installed until the first three criteria are met
• Signs and hallmarks should be ordered at the same time
–Goal is for installation to occur together, when possible
Q3
The Ideal Timeline Launches Full-scale By 6/2008And Reaches Critical Mass By 1/2010
2007 2008
Quarterly totalCumulative total
2009 2010+Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
20 200 450 450 450 450 450 387
20 220 670 1120 1570 2020 2470 2857
20
21
294 396
32 32 54 54 54 54
59
107
9
4
New hotels 2005/2006[old sign]
New hotels 2007[temp sign]
Pilot
Other existing properties[Ready now]
New hotels[June 08 and on]
New hotels 2007[old sign]
New hotels 2008 Q1,Q2[temp sign]
Supersites
New in 2008, Q1,Q2[old sign]
Other existing properties[Not yet ready]
Sunspree/Select conversions
294
47
298
76
1
11
228
30
149
298 39
98 98
“There is no question that you either take charge of
change or change will take charge of you”
Kemmons WilsonFounder of Holiday Inn, 1952