How the InterContinental Hotel Observation Deck operates

InterContinental Hotels Group not only has its own new hotels, it also exports management experience and management personnel to owners (hotel investors), and then distributes dividends according to the agreement. This operating model away from industry is the basis for its rapid expansion.

InterContinental Hotels Group is the world's largest global international hotel management company. It entered the Chinese market in 1984 and has been successfully operating for 22 years. It has opened 57 hotels and owns four brands: InterContinental Hotels and Resorts, Crowne Plaza Hotels and Resorts, Holiday Inn Hotels and Resorts and Holiday Inn Express Hotels meet the different needs of market segments. In the history of the development of the modern hotel industry, Kemmons Wilson created a major historical period in the growth of hotel groups - the franchise period. In the 1950s, the Holiday Inn Company owned 7 motels and sold franchise rights. 18, established a hotel group through franchising and achieved great success, and it has been the main method of group growth in the future development of InterContinental Group. In terms of brand promotion, InterContinental Hotels Group attaches great importance to using a variety of marketing media and publicity and promotion activities to build the international reputation of the InterContinental Hotels brand. In addition to traditional marketing media, InterContinental Hotels Group attaches great importance to the development of high-tech marketing methods with the Internet as the core to promote hotel brands. Holidex III owned by InterContinental Hotels Group is the world's largest civilian computer network, and it also owns the largest private satellite image receiving network in the United States.

In 2004, InterContinental Hotels Group took the lead in opening a simplified Chinese reservation website. Customers can browse InterContinental's global promotional information and the latest room rates, hotel and room information through the Internet; book rooms online or change information; confirm online payment Or offline payment methods such as cash, money order or check; the Chinese website of InterContinental Hotels Group is fully integrated with the global reservation system, which means that customer reward programs can be used in one hundred countries and regions.

In terms of brand business promotion, InterContinental Hotels Group attaches great importance to the important role of colorful business promotion activities in enhancing hotel brand awareness. For example, starting from September 2005, InterContinental Hotels Group started a new round of global brand promotion activities, using the slogan "Are you enjoying the intercontinental life" to show customers that InterContinental Hotels brings unforgettable and unique experiences to customers? ; Carry out a series of publicity and promotion activities, including filming a TV commercial in Sydney for the Spirit Challenge speedboat (the speedboat used by Australia to participate in the America's Cup in 1992). We also designed and published printed promotional materials including photos taken at beaches and local markets in Bali, Indonesia. The TV commercials aired on CNN, international news networks and on flights with British Airways, United Airlines, American Airlines, Emirates and Singapore Airlines. Print media ads will appear in The Wall Street Journal, The New York Times, Newsweek, Time Magazine, Forbes, Financial Times, The Economist, The Times, Business Week ” and major aviation publications. This has greatly expanded the brand awareness of InterContinental Hotels Group and achieved good market results.