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Why Holiday Inn is Changing
• Strongest pipelinein 20 years
• High levels of brand awareness and usage
• 100 million stays last year
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“There is no question that you either take charge of
change or change will take charge of you”
Kemmons WilsonFounder of Holiday Inn, 1952
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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
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When I Am Traveling…
I want a hotel that treatsme like a human being—
not just a number
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Self-sufficiency
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Wellbeing
• Feeling your best
• Better personal health
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Style and Design
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Community
• Online and offline
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Authenticity
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Championing the Real World
Holiday Inn is the only mainstream hotel brand family that
understands and respects the real world in which you live
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• 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
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New Signage
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Signature Arrival
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Current Standards Promote a Cluttered Look
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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
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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
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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
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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
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“There is no question that you either take charge of
change or change will take charge of you”
Kemmons WilsonFounder of Holiday Inn, 1952
![Page 34: Why Holiday Inn is Changing Strongest pipeline in 20 years High levels of brand awareness and usage 100 million stays last year](https://reader035.vdocuments.us/reader035/viewer/2022070407/56649e3b5503460f94b2e291/html5/thumbnails/34.jpg)
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