1. Holiday Inn Brand Induction 2010

2. 2 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience (Hallmarks)

3. 3 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience

4. 4 Our Brand History How did we get here? In 1951, Kemmons Wilson set out by car on a family vacation with his wife and 5 kids. When he reached his destination he was unhappy with the facilities and amenities they had to offer a family and they charged him an extra $2 for each of his children – the room rate was $8. He realised he could make a difference in America and within a year he’d opened his first Holiday Inn hotel in Memphis Tennessee to fix what was missing in hotels in America. Within 10 years, there were 400. The rest they say is history. In the early 50s vacations were beyond the means of most families. Kemmons Wilson’s insightfulness changed all that. In 1952 he created a brand of affordable hotels where everyday families could enjoy a consistently clean and friendly environment.

5. 1952 –Kemmons Wilson opens the first Holiday Inn in Memphis, Tennessee 1967 –Holiday Inn opens its first hotel in EMEA 1983 –Holiday Inn launches the world's first frequent guest programme: Priority Club Rewards 1984 –Holiday Inn opens its first hotel in China 1991 –Holiday Inn Express is launched in the US 1995 –Holiday Inn becomes the first chain hotel to take bookings over the Internet 1996 –Holiday Inn Express is launched in EMEA 2001 –Holiday Inn Express becomes the fastest-growing hotel chain in history 2006 –Holiday Inn Express is launched in China 2007 –Holiday Inn announces its USD 1 billion Relaunch programme 2009 –Holiday Inn completes its 1,000 th relaunched hotel A BRAND WITH A LEGACY OF FIRSTS Where we’ve been: Our Heritage

6. 6 Our Brand History The Story of innovation continues… Holiday went on to become one of the most innovative hotel brands in history: 1952: First hotel to offer twin beds in hotel room 1952: First hotel to offer air-conditioning in rooms 1965: First computerised reservations system in the hotel industry – Holidex 1993: ‘Kids Eat Free’ program introduced 1995: First hotel company to offer reservation booking capability live on the Internet 2000: New Chinese language website, a 1st for a international hotel company Some other great innovations: First hotel to advertise on TV, first hotel company to sell a franchise…Olympic Sponsorship….

7. 7 Our Brand History Where are we today?  One of the world’s most popular & recognised brands –3 guests check in every second, 1m+ room nights every day  Sub brands created to satisfy guests needs –Resorts and Express share the same values but deliver different experiences  Acting for the people –Understand our guests –Providing a relevant experience –Keep and deliver the brand promise –Remain true to the values we share with our guests 3 per sec 1 million

8. 8 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Brand Hallmarks - branding our guest’s hotel experience

9. 9 Our Brand Future Where are we headed?  Changing with the times –Our guests evolved, so must we  Remaining true to our heritage –Act for everyday people, champion ‘real world’ needs What we offer represents real value because it is in tune with how our guests live their lives, and with what matters most to them when they are travelling.

10. 10 Our Brand Future The Holiday Inn Global Project (HGP)  Largest project in Holiday Inn’s history  Largest project ever undertaken by IHG  Largest consumer research ever undertaken in hospitality industry  A refreshed Holiday Inn brand around the world (3337 hotels) Your opportunity to be a part of history

11. 11 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience

12. 12 Our Target Customer Who are they?  They appear varied in age, profession, needs and travel but they share values and similarities around the globe  And we share their values We call them Everyday Heroes.

13. 13 Our Target Customer Everyday Heroes are career driven people who recognise that success in business comes most readily when its paired with a healthy lifestyle outside of work. They seek opportunities to strengthen their work life balance and strive for a lifestyle that allows them to feel fulfilled in both. They work hard but never forget that they work to live and not the other way around.

14. 14 Our Target Customer Everyday Heroes  Unpretentious  Ambitious  Self reliant  Sociable  Not frivolous with money  Don’t feel the need to prove themselves with expensive purchases and brands  They drive the economy by doing more, not by buying more  They are everyday people We call them Everyday Heroes.

15. 15 Our Target Customer Core Values of the Everyday Hero Work (Hard) to Live Family First Fun & Enjoyment Spirit of Independence Self- Knowledge & Fulfillment

16. 16 Our Target Customer – Holiday Inn Kara  A Caucasian professional woman in her early 30s, she is married with two children. She is stylish but understated.  She visits Holiday Inn on business but when she enjoys a stay she may bring the family back for leisure. She’s driven and career focused but balances this with bringing up a young family. She has very little time to relax. When she’s away she takes the opportunity to have some time for herself perhaps to exercise and to socialise with her colleagues.  She expects the type of hospitality that lets her work and relax in her own way. She’ll read today’s papers in the lounge area with a cup of tea and will call her family prior to joining her colleagues for dinner. We call them Everyday Heroes.

17. 17 Our Target Customer – Holiday Inn Express Peng Zhuang and family  A professional Chinese man in his mid 30s, Peng Zhuang lives in Hong Kong with his wife and daughter. He has a smart yet practical style of dress.  He is on a business trip to Beijing and wants to make his stay as short as possible so that he can get back to his family. He has chosen to stay at Holiday Inn Express Beijing Shangdi because its in the centre of the Shangdi information industry base where his meetings are, and only 45 mins drive from the airport.  He dines with the colleagues he is visiting and wants a hotel that provides a clean and comfortable bedroom and bathroom, and a quick breakfast.  You’ll know Peng Zhuang because he is self sufficient and knows the routine at the Holiday Inn Express. We call them Everyday Heroes.

18. 18 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Brand Hallmarks - branding our guest’s hotel experience

19. 19 Our Brand Positioning First we talked to your customers  18000 in China, Japan, France, Germany, UK, USA  How to position, deliver and build for the future What we learned about Holiday Inn  We serve our customers well but we need to change to stay relevant  Our hotels need a refresh! What we learned about them  They are everywhere but share common values  Real, Honest, Genuine themes emerged Our study helped us understand how to better position our brand to match our target customers’ values and needs. 18,000 guests

20. 20 Our Brand Positioning – Holiday Inn For mainstream travellers who want a hotel that respects and recognises them as real people, Holiday Inn is the everyday, affordable hotel brand that champions the real world. Real world expectations include: Stylish décor with emphasis on comfort Variety of use of public spaces ‘Human’ genuine service style Ability to access own technology Balanced food offer with choice Transparency

21. 21 Our Brand Positioning – Holiday Inn Express For mainstream frequent business travellers who want a hotel that delivers more than a basic experience and enables self sufficiency, Holiday Inn Express is the only hotel that delivers exactly what they need. Real world expectations include: Smart functional décor with emphasis on comfort Variety of use of public spaces ‘Human’ genuine service style Ability to access own technology Supports self sufficiency

22. 22 Our Brand Positioning The Real World  Holiday Inn stands for championing the real world  Upbeat, confident, down to earth, human and honest

23. 23 Our Brand Personality Like siblings, Holiday Inn and Holiday Inn Express share personality traits but manifest in slightly different ways The brand and sub-brand personalities should come across distinctively in everything you do, whether it’s producing an ad, greeting a guest or promoting a special event.

24. 24 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience

25. 25 Our Global/APAC Competition Plus Local Competition: Sebel, Vibe, Rydges, Mercure, Montien, Dusit Thani, Centara, Amari, Traders, MCK, Equatorial, Holiday Inn Holiday Inn Express

26. 26 Our Competition  APAC distribution v Competitors Distribution by Sub RegionTotal Rooms by brand

27. 27 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience (Hallmarks)

28. 28 What are the core Relaunch objectives? A Fixing The Basics C Branded Guest Experience B Critical FLS Standards Compliance

29. 29 How do we create a Branded Guest Experience? 1. Standardizing essential guestroom experience (which matter most to our guests) Arrival Experience Bed Experience Stay Real Service Culture Welcome Experience BedBath 2. Introducing brand differentiating hallmarks Bath Experience Work & Entertainment

30. 30 How do we implement these as part of the Relaunch? Relaunch PhaseQualification Phase Completion Phase Stay Real Service Basics = 80 12 Critical FLS Items Essential Experience Standards (before sign) New Product Hallmarks New Signage Essential Experience Standards (after sign)

31. THE SIGNS OF CHANGE ARE EVERYWHERE Where we’re going: Our Relaunch We’re making changes outside. We’re making changes inside. We’re making changes everywhere our guests told us would make the most difference to them: The arrival experience The welcome experience The service experience The room experience

32. WATCH FOR THE SIGNS OF CHANGE Signature arrival elements include: Contemporary new signage Brand-colour facade and column lighting Entry landscape plants Outdoor seating The Arrival Experience “I noticed the change in the signage. The new lights and the new logo gave me a really refreshing feeling. I’m a frequent guest at this hotel and the changes have made the hotel more attractive.” – Mr. Zhong, a guest at Holiday Inn Express Shangdi Beijing

33. CHANGES YOU FEEL THE MOMENT YOU STEP INSIDE Signature welcome elements include: Signature sound – upbeat and familiar music Signature scent – crisp, fresh and invigorating fragrance Refreshing and contemporary interior design Fast, friendly and efficient check-in The Welcome Experience

34. A ROOM THAT’S IMPROVED Signature guestroom elements include: Crisp, white and high thread-count bed linen Selection of individually marked Soft and Firm pillows Adjustable power-showers Premium bath products 32” LCD TV International Entertainment Selection High-Speed Internet Access Bright energy-efficient work-space lighting Ergonomic desk chair In the time it takes you to read this slide, we’ll finish changing another of our 1,694,224 pillows. The Room Experience

35. REAL SERVICE. REALLY We’re working hard to make our great service even better by: Setting mandatory minimum levels of guest satisfaction Appointing a Guest Experience Champion at each hotel Rolling out Stay Real service training to all 150,289 employees to place a genuine focus on your unique real- world needs In the time it takes you to read this slide, we’ll finish training another of our 150,289 employees. The Service Experience

36. 36 Overview The Holiday Inn Brand  Our Brand History- how did we get here?  Our Brand Future - a Global Refresh of the brand  Our Target Customer - who are we designed for?  Our Brand Positioning - what we stand for to our guests  Our Competition - globally, regionally, locally  Our Branded Guest Experience - branding our guest’s hotel experience (Hallmarks)  Our Service Culture - branding our service (Hallmark)

37. 37 Championing the Real World BRAND IDEA We’re genuine people who treat you as a valued guest You’re at the heart of everything we do STAY REAL Genuine People Real Service Our Stay Real Service Culture The Service Promise

38. 38 Our Stay Real Service Culture Behaviour Cycle

39. 39 Any questions?

40. 40 POP QUIZ!

41. 41 POP QUIZ – Question #1 How many colour choices are available for bed throws & pillow wraps at a Holiday Inn Express? a.) 2 choices b.) 4 choices c.) 6 choices d.) 8 choices

42. 42 POP QUIZ – Question #2 Which of the following most accurately completes the below sentence? At Holiday Inn, the shower head must be... a.) Wall mounted, adjustable height, 2 functions b.) Hand held, adjustable height, 4 functions c.) Wall mounted, fixed height, 3 functions d.) Hand held, adjustable height, 3 functions

43. 43 POP QUIZ – Question #3 Is the following statement True or False? All Holiday Inn Express Hotels must provide room service. a.) TRUE b.) FALSE

44. 44 POP QUIZ – Question #4 What is the minimum required TV size for a Holiday Inn Express hotel? a.) 22” b.) 27” c.) 30” d.) 32”

45. 45 POP QUIZ – Question #5 Which of the following brands is not in the competitive set for Holiday Inn? a.) Novotel b.) Best Western c.) Westin d.) Ramada

46. 46 POP QUIZ – Question #6 Name one movie title that was featured in the Everyday Hero Video.

47. Thank You