How InterContinental Hotels and Resorts repositioned its business for growth
Bringing a luxury brand to life
InterContinental Hotels Group (IHG) is a leading global hospitality group, with over 3,600 hotels across nearly 100 countries and territories. Following a few years of indifferent performance by its luxury hotel brand, InterContinental Hotels Group decided to take action.
After redefining its brand positioning, InterContinental asked Deloitte to help turn its strategy into reality. “We didn’t realise how much Deloitte would add to the value and content of the programme,” said David Anderson, Vice President, Global Brand Innovation, InterContinental Hotels and Resorts. “Initially we chose them for their programme management and facilitation skills, because we knew we would need their discipline and rigour to manage a programme of this scale.”
Deloitte helped InterContinental to develop and implement a global programme to enable employees to understand the brand values and the role everyone plays in making these values a reality. This included a new service ethos to embed the behaviours required to reposition the brand, and to ensure that the brand lived and breathed throughout the organisation.
For further information, download our case study How InterContinental Hotels and Resorts repositioned its business for growth. (PDF, 87KB)