InterContinental Hotels Group
Online brand management portal
The new brand is the result of two years of research, involving 18,000 consumers and costing $20 million. It is the first time in 25 years that Holiday Inn has changed the shape of its signage, and the first time since the company's launch in 1952 that the logo has been totally re-designed. Throughout the next three years there will be service level agreements put in place covering the look of the exterior and interior of properties.
All owners will have to reach satisfaction levels in 2010 to remain part of the Holiday Inn franchise. Holiday Inn hotels will have to see 80% of customers satisfied or very satisfied and Holiday Inn Express will have to reach 84% to remain in the group.
Holiday Inn and Holiday Inn Express currently has around 1000 hotels in the pipeline globally and by 2010 there will be more than 4000 hotels in the chain.
To assist hotels and franchisee owners an online ‘Relaunch Management Tool’ portal has been developed by Endpoint to track progress and enable reporting to assist in the management of the world’s largest rebrand.
This is the single biggest piece of brand activity this industry has ever seen.Chief Executive Andy Cosslett
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