How. Why. What. When. A different opportunity. A different mindset. A different identity. A different way

Transcription

1

2 01 02 Why How A different opportunity A different mindset What When A different identity A different way

3 01 Why A different opportunity

4 Welcome

5 We ve created a new hotel brand, that gives people a different choice. Hotels to count on, but different enough to be fun. Unstuffy hotels, where people feel comfortable to relax, and just get on with relaxing. Hotels that stand out from the crowd INTERCONTINENTAL HOTELS GROUP 9

6 From big comfy beds, to invigorating showers. Luxuriously long lie-ins, to saying yes! to a nightcap. We ve been in the business long enough to know how to make a night away, a break from the norm INTERCONTINENTAL HOTELS GROUP

7 INTERCONTINENTAL HOTELS GROUP

8 It s about the perfect mix of reliability and difference. The important things you can depend on, with things that make staying in a hotel different each time. So, with our latest brand, we ve created somewhere that combines familiar comforts, with the indulgences of a hotel. Somewhere that s dependable, but not vanilla. Somewhere that s upscale, but with a laidback spirit. Somewhere reliable, but different INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 15

9 We are the upscale hotel with years of experience in delivering True Hospitality. Our new family of hotels are connected by their individual characters, that make memorable travel dependable INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 17

10 We call our hotels voco. It means to invite and call together originating from Latin representing our thoughtful, unstuffy and charming nature. Guests tell us that voco sounds fun without being vanilla, trendy without being alienating, and premium without being stuffy. This unique and playful attitude, combined with a consistent level of quality, sits at the heart of our brand. Welcome to voco INTERCONTINENTAL HOTELS GROUP 19

11 We call our way of doing things Reliably Different We combine characterful hotels with a name that you can trust. The security of a bigger brand, without the vanilla experience. An informal attitude, with charming touches you ll remember long after check out INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 21

12 Brand values Always dependable We can always be relied on to provide upscale quality. Respect individuality We are sympathetic to local provenance, place and community. Be distinctive We take a distinctive approach to our design and guest experience INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 23

13 For every occasion voco hotels work for lots of different moments. Quiet weekends away, important work trips, get-togethers with the girls or family reunions. Whatever you have in mind, we make sure you ll have everything you need (and more) INTERCONTINENTAL HOTELS GROUP 25

14 02 How A different mindset

15 Different for guests, different voco offers something for owners, and different for different. the hotel industry. Here s how INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 29

16 Easier to work with Our versatile new brand celebrates what makes an existing property successful in its own right. By focusing investment where it matters, it lets you make the most of all the support and knowledge the IHG family offers, with dedicated teams ready to help INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 31

17 Everything as it should be We know the little extras mean little to our guests when the fundamentals aren t right. We make sure the basics are in place, so that everything s as it s expected to be in an upscale hotel. All backed by the reassurance of IHG INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 33

18 Celebrating individuality All voco hotels have their own sense of style and individual character and that s something we make the most of. Each hotel celebrates what s great about what they are, both through their design, and by championing local flavours and tastes. But while every voco hotel has its own memorable personality, we also make sure they still feel part of the family with familiar touches that are warm, inviting, and full of charm INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 35

19 Everyone s a host At the heart of every great stay is a great host. We think the trick to hosting is taking the time to understand what your guests need, and want. So, before they arrive, we find out more about them and how we could make their stay even better. And while they re with us, we give tempting recommendations of our favourite drinks or desserts, or tips for local experiences that they won t find in a guidebook INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 37

20 Sleep, eat and everything in between A hotel stay should be a break from the demands of the day to day. So, we go beyond the fundamentals of a great hotel stay by adding our charming hallmarks. Little touches that make a world of difference for our guests, giving them the time and space to really indulge and enjoy INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 39

21

22 03 What A different identity

23 Thoughtful Unstuffy Charming

24 These personality traits guide all aspects of our brand. It helps us look, feel and act differently to other hotels, and makes sure guests leave with plenty of stories to tell. Here s how we bring the brand to life INTERCONTINENTAL HOTELS GROUP

25

26 GETTING THE BASICS RIGHT Getting the basics right The voco brand sits on a succinct set of standards that guests told us they expect at an upscale price point

27 GETTING THE BASICS RIGHT GETTING THE BASICS RIGHT Upscale quality, in great condition Genuine welcome experience Excellent upscale condition throughout, as evaluated by IHG Balanced Scorecard Efficient and hassle-free check in process Room size is market dependent, but targeting 22sqm-30sqm gross Warm and personal welcome Premium sleep experience Mattress, mattress topper, bedding package and linen in line with voco defined set of standards Blackout curtains or blinds required Guest room to comply with IHG acoustic standards Tech friendly Must comply with IHG WI-FI performance thresholds/specifications (e.g. free, universally available, min bandwidth speed of 5Mb) Ability to easily charge 3 devices in guestroom; Extended cord USB/Charge dome permitted Guest room TV target at least 42 Smart TV 52 53

28 GETTING THE BASICS RIGHT GETTING THE BASICS RIGHT Hot, good-quality breakfast Flexible guest room lighting Hot buffet breakfast, with limited selection of a la carte items Guest room lighting must achieve specified lux levels at keymoments (e.g. bedside, deskside) Upscale F&B Offer High-quality shower experience Must provide hot food options throughout the day and have out-of-hours provision; delivery method flexible by location Flow rate and temperature per IHG standards Base min area of 0.8sqm with min width of 0.75m Must have barista-served coffee Must have bar Showers over bath permitted, provided bath size is at least 0.7m by 1.5m Shower head must be from IHG approved supplier and height adjustable Shower area must be enclosed by shower screen 54 55

29 IHG FOUNDATIONAL STANDARDS IHG FOUNDATIONAL STANDARDS Compliant with existing IHG Fire & Life Safety Standards Opera Property Management System IHG Corporate Social Responsibility and Data Security Standards Core IHG Engineering Requirements 56 57

30 Our guest experience hallmarks For a guest experience that stands out, we add touches of charm with our memorable hallmarks. They re easy to deliver, but hard for guests to forget INTERCONTINENTAL HOTELS GROUP

31

32 Come on in It s true what they say about first impressions, so we make sure to get them right. We start with a warm welcome and a swift and simple check-in, in instantly familiar surroundings, making sure to cover any special requests or personal preferences. And then, to make it really special, we give every guest a welcome treat inspired by each hotel and its location INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 63

33 INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 65

34 Me time We know a lot of our guests are looking forward to a break from the day-to-day when they visit us. So, we add a few little things to our rooms to encourage them to take a moment for themselves. Extra cosy beds and bedding for long lie-ins, luxury bathroom amenities that go perfectly with our super-rejuvenating aerated showers, great viewing content with our Smart TVs and fast Wi-Fi in every room INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 67

35 INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 69

36 voco life From morning lattes to that just-before-bed nightcap, voco hotels always have room for guests to relax and enjoy themselves. We make sure our bars and lounges work for different moments of the day, so whether it s a quiet coffee in the morning, catching up with friends over afternoon tea, or kicking off (or ending) their evening, we ve got the perfect place for it. THE INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 71

37 INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 73

38

39 A DISTINCTIVE IDENTITY A distinctive identity Our brand identity is bold and distinctive but has been designed to flex across softer hotel touchpoints, so it s always sympathetic to an existing hotel s character. We have two application systems, Bright and Bold, which use our identity in different ways to complement different types of hotels INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 77

40 A DISTINCTIVE IDENTITY We ve crafted a distinctive and characterful logo, carrying elegant letter forms which reflect our upscale positioning. The rounded nature and composition of the name gives lifts and nods to our welcoming and unstuffy nature. Just like our hotels our logo feels relaxed yet sophisticated too INTERCONTINENTAL HOTELS GROUP

41 Bright Bold Ideal for heritage properties, which suit a more delicate application: Use of colour is lighter and more subtle. Fresh and open feel overall. A yellow thread provides pops of intrigue without overwhelming. Brushstrokes are softer, but still full of personality. Suits more contemporary properties, which can carry a more striking application: Higher contrast of light and dark colour for impact. A yellow thread provides highlights and flair. Bold brushstrokes feel dynamic INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 81

42 Hallmark mascots We use three mascots within our hotels to add marks of quality, character and personality. Highlighting our important hallmark moments, they feel distinctive and charming. Pleasantly chatty, distinctive and unique in colour, with a relaxed, easy glide. Finches represent the warm welcome and simple check-in guests get as soon as they enter our hotels as well as the little extra touches they discover once they start exploring. Tranquil and serene, well groomed, and partial to a bit of time alone. The owl represents our bedrooms, where cosy bedding, hot showers, luxurious amenities and tempting room service encourage our guests to relax, and enjoy moments to themselves. Bold, interesting, and up for a party. Flamingoes love spending time in pairs, families or larger groups making them the perfect mascot for our characterful bars and lounges, where guests can meet, eat, work and play throughout the day. THE INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 83

43 Brushstrokes Our textured, handcrafted brushstrokes add charm and an element of surprise for guests to discover. They bring our characterful and unique personality through to our visual identity INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 85

44 Untucked photography We describe our photography style as untucked. It s the perfect mix of reliability and difference curated editorial imagery that feels dependable but relaxed, balanced with a documentary style that highlights and celebrates difference, telling us stories through real moments INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 87

45

46 THE A sympathetic style The look and feel of our hotels is one of the most important ways of helping our guests to settle in. We make sure each property feels like part of the voco family by uniting them with our Yellow Thread interior elements that bring our character to life. THE INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 91

47 Hotel environment We choose versatile elements that bring our unstuffy, thoughtful and charming character to life across all of our hotels. This encompasses interior finishes, key furniture and lighting pieces, accessories, soft furnishings, and artwork; all in a contemporary traditional style that suits every property INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 93

48 INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 95

49 Colours & materials Our colour and material palette has been designed to work across a varied estate. We call this the Yellow Thread that creates a sympathetic design style that works with the character of each hotel INTERCONTINENTAL HOTELS GROUP

50 Small changes, big impact Bold and distinctive, our identity flexes across softer hotel touchpoints, so it always works with, and to enhance, an existing hotel s character INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 99

51 Artwork & accessories All the artwork and accessories in our hotel help tell our story, bringing a hotel to life with character and charm INTERCONTINENTAL HOTELS GROUP 101

52 G EST U R A L B RUSHST ROKES T E XTURAL E X P R ESSIVE M I N I M A L INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 103

53

54 Respecting a hotel s history When they have particular historical value or standing within the local area, we make sure to respect the heritage of our original hotel names by incorporating them into signage and online use. These original names work together with our voco wordmark, so each hotel still feels part of the brand family, but links to its history, too INTERCONTINENTAL HOTELS GROUP

55 If there s one thing we know, it s that a great host is at the heart of every great stay. We re here to host And it might be stating the obvious, but at home or in a hotel, we think the trick to being a great host is understanding what your guests want. Our guests are by and large pretty unstuffy and laid-back. But while they might not be looking for us to hang on their every word, they do want us to be there when they need us. So, we find the right balance. The perfect mix of easy-going but attentive service, that just lets guests get on with it INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 109

56 Style guide At voco we have a different approach to uniform: it shouldn t be one size fits all. Our hosts should feel like part of our hotel but still feel like themselves, too. That s why our style guide lets them choose from items that suit them, just as well as they suit voco INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 111

57 And, as a quick guide, if they d be happy wearing their outfit on a first date, they re ready to meet our guests INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 113

58 INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 115

59 04 When A different way

60 Becoming part of the voco family Our flexible approach is guided by you and your hotel doing what we need to do to deliver consistent high quality experiences and help you drive returns in the most efficient way INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 119

61 Sympathetic evaluation Accelerated conversion We look at each hotel on a case-by-case basis every property and location is different. We want to take the best of what a hotel is already offering with the added layer of our highly distinctive brand identity and signature hallmarks. We take a pragmatic and sympathetic approach, working with our owners and using our extensive guest insight to determine where extra investment is necessary and where it will add value. That s why we ve simplified our upscale quality standards down to the ones we know that really make a difference to our guests. We ve simplified and accelerated the hotel conversion process, making it quicker and easier for owners to become part of the IHG family and driving stronger returns once they do. With a focus on delivering our signature standards and hallmarks, this means less downtime during the conversion process, and missed revenue opportunities. Owners have the reassurance of a dedicated team of experts ready to turn around hotels at pace with our New Hotel Openings (NHOPs) team s years of experience in converting hotels. Ahead of opening under the voco flag, hotels can access our system and drive returns by operating under our SP chain code as a white labelled hotel within our websites and controlled distribution channels. This means getting the benefits of our scale ahead of time, subject to compliance with minimum FLS and IHG foundational standards INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 121

62 Ongoing support voco is a key strategic priority for IHG and we re putting in significant effort to ensure the brand builds momentum. We have dedicated marketing plans for the brand, ready to be deployed at a global, regional and market-level. You also have access to expertise from the pool of knowledge across IHG from sales and marketing to operations support. Because we re guided by guest feedback and providing a high quality, upscale experience, we ll focus our quality evaluation and compliance programmes on the guest experience delivered, as much as the standards and specifications that enable them. Powered by the knowledge and strength of IHG In a segment with room for growth, voco will benefit from the formidable strength and scale of IHG s systems from the world s largest loyalty programme to our best in class technology and capabilities. The global upscale segment presents a significant opportunity and, with our owners, we are perfectly placed to take advantage of this potential. Performing from day one We offer comprehensive tools to enhance sales and operations but we re not here to overwhelm. We ve bundled up all the essentials into a digestible package, meaning less time spent poring over screens and paperwork and more time delivering great performance INTERCONTINENTAL HOTELS GROUP 2018 INTERCONTINENTAL HOTELS GROUP 123

63 Help us write the next chapter INTERCONTINENTAL HOTELS GROUP