IHG analysis
Intercontinental hotels group.
Why did we chose Intercontinental Hotels Group -‐ multi product company -‐ international company -‐ service company -‐ specific customer group -‐ potential for expansion such as: o life style o brand expansion o diversification o integration
What do we find interesting/appealing about the marketing strategy? Develop and improve the customers loyalty to the brand -‐ ghgl, great hotel guest love: become the greatest company in the world -‐ innovation (first customers loyalty program) -‐ selectivity of the brand (share's price) -‐ tailored customer services
Marketing weaknesses: With 11 different hotel brands, IHG has a wide offer of hotel standards. This may sometime be misleading for the customer whom can be lost in the multiple options offered to him.
IHG has yet to diversify its activities in order to integrate the different aspect of the tourism industry.
China is an important market, they haven’t opened yet their dedicated line of hotels. Internet visibility: -‐ social media presence (facebook only 70K followers) -‐ search engine optimisation (does not appear on a google search) -‐ not listed in the traveller’s choice for best hotels in
Why did we chose Intercontinental Hotels Group -‐ multi product company -‐ international company -‐ service company -‐ specific customer group -‐ potential for expansion such as: o life style o brand expansion o diversification o integration
What do we find interesting/appealing about the marketing strategy? Develop and improve the customers loyalty to the brand -‐ ghgl, great hotel guest love: become the greatest company in the world -‐ innovation (first customers loyalty program) -‐ selectivity of the brand (share's price) -‐ tailored customer services
Marketing weaknesses: With 11 different hotel brands, IHG has a wide offer of hotel standards. This may sometime be misleading for the customer whom can be lost in the multiple options offered to him.
IHG has yet to diversify its activities in order to integrate the different aspect of the tourism industry.
China is an important market, they haven’t opened yet their dedicated line of hotels. Internet visibility: -‐ social media presence (facebook only 70K followers) -‐ search engine optimisation (does not appear on a google search) -‐ not listed in the traveller’s choice for best hotels in