Intercontinental Hotels Group is the largest global international hotel management company in the world. Since 1984 entered the China market, it has been successfully operated for 22 years, with 57 hotels opened successively. It owns four brands: Intercontinental Hotels & Resorts, Crowne Plaza Hotels & Resorts, Holiday Inn & Resorts and Holiday Inn Express to meet the different needs of market segments. In the development history of modern hotel industry, kemmons wilson initiated a major historical period for the growth of hotel groups-franchise period. In 1950s, Holiday Inn Company owned seven motels and sold 65,438+08 franchises. The establishment of hotel groups through franchising has achieved great success, and it has always been the main way of group growth in the future development of intercontinental group. In brand promotion, IHG attaches great importance to using various marketing media and promotional activities to build the international reputation of IHG brand. In addition to the traditional marketing media, InterContinental Hotels Group attaches great importance to developing high-tech marketing tools with the Internet as the core to promote hotel brands. HolidexIII, a subsidiary of InterContinental Hotels Group, is the largest civil computer network in the world, and it also has the largest private satellite image receiving network in the United States.
In 2004, InterContinental Hotels Group took the lead in opening a simplified Chinese booking website, where customers can browse intercontinental global promotion information and the latest house prices, hotels and rooms information through the network; Book a room online or change information; Determine online or offline payment methods, such as cash, money order or check; The Chinese website of IHG is fully integrated with the global reservation system, which means that customers' incentive plans can be used in 100 countries and regions.
In brand promotion, IHG attaches importance to the important role of colorful commercial promotion activities in enhancing hotel brand awareness. For example, since September 2005, InterContinental Hotels Group has started a new round of global brand promotion activities, with the slogan "Are you enjoying intercontinental life" to show customers the unforgettable and unique experience brought by InterContinental Hotels; A series of publicity activities have been carried out, including shooting a TV advertisement for the spirit challenge speedboat (1992 Australian Sailing America's Cup) in Sydney. At the same time, we design and publish printed publicity materials, including photos taken at beaches and local markets in Bali, Indonesia. Television advertisements are broadcast on CNN, International News Network and flight programs of British Airways, United Airlines, American Airlines, Emirates Airlines and Singapore Airlines. Print media advertisements will be published in The Wall Street Journal, The New York Times, Newsweek, Time Magazine, Forbes, Financial Times, Economist, Time, Business Week and major aviation publications. This has greatly expanded the brand awareness of IHG and achieved good market results.