1、DIFFERENTIATING THE BRAND 2004 InterContinental Hotels & Resorts Brand Standards Page ix DIFFERENTIATING THE BRAND INTERCONTINENTALS ICONs A number of the Hotel Department and other Foundation Standards are InterContinental Hotels & Resorts ICONs. In this manual they are indicated by the symbol set
2、against each. ICONs are amenities and services that support the positioning of InterContinental Hotels & Resorts, and have been introduced to InterContinental hotels around the world. They are designed to improve the overall guest experience and are aimed particularly at the international traveller.
3、 The ICONs are intended to introduce original and distinctive services to InterContinental hotels. They are practised in every hotel, irrespective of location, so that the guest can enjoy a consistent experience wherever he or she goes. The ICONs reinforce the Brand with individual features that gue
4、sts will remember and associate with InterContinental Hotels & Resorts. In shaping these services, existing processes were examined and improved so that the guest could both check in and out of the hotel without delay. One-stop guest facilities were provided that would deal with almost all requests.
5、 Better international connections were provided for the busy traveller and 24-hour facilities were made readily available for those whose sleep might be bedevilled by crossing time zones. Small but significant benefits were also introduced: a Jet Lag Recovery Kit to make the guest journey that littl
6、e bit more easeful and agreeable and an Insider Concierge who can respond immediately to guests need for help and information. No single amenity could claim to separate InterContinental Hotels & Resorts from its competition, but the application of all of them speaks directly to the guest of InterCon
7、tinentals concern for his/her welfare and care. ICONs have life cycles of different length and applicability. Some will remain for years as defining forms of practice that are InterContinental in character. Others may be featured for a shorter time, remaining Brand Standards but no longer differenti
8、ated as ICONs, as the need for their particular emphasis diminishes or the amenity itself joins other mainstream amenities and facilities. InterContinental ICON research and conclusions After one full year in the market, an evaluation of the ICONs has now been completed. The findings of the research
9、 support the ICONs and conclude that the programme is positive for the brand and should be continued. DIFFERENTIATING THE BRAND Page x 2004 InterContinental Hotels & Resorts Brand Standards There is strong evidence that the ICONs enhance the guest experience and drive repeat stays but awareness amon
10、gst guests of some services is low. For these initiatives we must focus on bringing them to the attention of the guest so that the impact of their availability can be felt. Following the research, some of the ICONs will continue, some will no longer be referred to as ICONs, but will be brand standar
11、ds, and two ICONs will be stopped: ICONs listed within brand standards Brand standards Stopped In an Instant Instant Check in Instant Check out Instant Service Button Global Connections WorldLink * Business Centre and email access WorldNews * WorldChannel WorldPrint Around the Clock 24 hr Valet 24hr
12、 Room Service 24hr Gym 24hr Business Centre Little Things that Make the Difference Insider Concierge/Insider Guide to the City Jet Lag Recovery Kit Instant Money Instant Refresher Insider Shopping Pro *Services with particularly low levels of awareness All ICONs are Brand Standards. They are flag-ca
13、rriers of the Brand, both individually and collectively, and uniquely associated with the principle of International Understanding and world-wide reputation. DIFFERENTIATING THE BRAND 2004 InterContinental Hotels & Resorts Brand Standards Page xi The following ICONs are currently in place within Int
14、erContinental Hotels & Resorts operations. Implementation guidelines have been issued for them all. In an Instant Instant Check in Instant Check out Instant Service Button ? see page 3-10, 7-2 ? see page 3-15 ? see page 9-2, 9-5, 9-15 Global Connections WorldLink Business Centre and email access Wor
15、ldNews ? see page 3-44, 9-13, 10-22, 10-36 ? see page 3-24, 9-4, 9-15, 10-22 ? see page 3-12, 9-31 Around the Clock 24 Hour Business Centre 24 Hour Room Service 24 Hour Valet 24 Hour Gym ? see page 3-24, 9-4, 9-15, 10-22 ? see page 3-35 ? see page 3-49 ? see page 3-53, 10-67, App. 48 Little Things that Make the Difference Insider Concierge/Insider Guide to the City Jet Lag Recovery Kit ? see page 3-26 ? see page 3-11 DIFFERENTIATING THE BRAND Page xii 2004 InterContinental Hotels & Resorts Brand Standards
