I NTERCONTINENTA L ®

H O TE L S & RES ORTS B RAN D O RI E N TATIO N

M AN U AL
INTERCONTINENTA L ® H O T E L S & R E S O RT S
B RA ND ORIE NTAT I O N M A NUA L

IHG® F RONTL I NE M A NUA L D I S C LA I M ER

The IHG Frontline learning platform, and the information contained in this manual,
have been developed as instructional resources for owners of franchise hotels.
The training, information and processes contained herein, are intended to serve
as general advice and resources about selected topics, with the expectation that
owners and operators will use and adapt elements that they believe are appropriate
for the particular hotel that they are responsible for operating and for their
particular business circumstances. The IHG Frontline training is not designed to
provide complete, specific information and instructions on all topics. No licensee is
required to abide by any other terms of the IHG Frontline training or accompanying
resources. No company in IHG, nor any employee thereof, has any involvement in
employee-related decisions at franchise hotels.
CONTENTS

2. BRAND ORIENTATION

PG 4–6 2.1 INTRODUCTION

PG 7–8 2.2 THE INTERCONTINENTAL® BRAND PROMISE

PG 9–10 2.3 THE GUEST

PG 11–14 2.4 THE GUEST EXPERIENCE

PG 15–16 2.5 CONCLUSION

2. BR A ND O R I E NTAT I O N

2.1
IN T R OD U C T IO N
2.1 INTRODUCTION BRAND ORIENTATION MANUAL | 5

2.1 I NTR O D U C T I O N
Welcome to the InterContinental® Hotels & Resorts Brand Orientation course.

This manual will guide you through the course from beginning to end. Be sure to watch the
corresponding video lessons, complete the theory assessments, and complete the relevant activities
in your workbook. Keep your workbook close by as you progress through the video lessons, to
write down important points and answer questions.

From the very start, 70 years ago, we have offered our guests the InterContinental Life. A glamorous way of
life that makes international travel more attractive, and creates an atmosphere where great things happen,
for our guests, our hotels, and our teams.

This course will help you see your part in this story. By the end, you will have a better understanding of the
InterContinental brand, so you can help write the next chapter in the story of glamorous travel that we’ve
been sharing for over 70 years.

Today, InterContinental Hotels & Resorts has over 180 hotels and resorts in more than 65 countries –
we are the world’s largest luxury hotel brand. And with more properties in development than any of our
competitors, we continue to increase our presence in fabulous destinations all over the world.

© Copyright Lobster International S.A. 2016. All rights reserved.

2.1 INTRODUCTION BRAND ORIENTATION MANUAL | 6

WHERE DID IT ALL BEGIN?

For 70 years, the InterContinental® brand has been writing the story of international travel.

1 1946:
Juan Trippe, founder of Pan American Airways, founded the InterContinental Hotels Corporation.
Since then, millions of affluent travellers from all over the world, including heads of government,
royalty and celebrities have stayed in our hotels.

2 1950s:
Alfred Hitchcock shot his film, To Catch a Thief, at the InterContinental Carlton Cannes with Grace
Kelly and Cary Grant. Here, Grace Kelly also met her future husband, His Serene Highness Prince
Rainier lll of Monaco.

3 1960s:
The brand pioneered new destinations – from Hong Kong, and India to Australia. We also
moved to one of the most exotic capitals in the Near East, with the opening of the Phoenicia
InterContinental in Beirut.

4 1975:
InterContinental London Park Lane opened its doors, built on the site that was the childhood
home of Queen Elizabeth II. The historic Mark Hopkins Hotel in San Francisco became the first
InterContinental hotel to launch in the United States.

5 1990s:
The InterContinental New York Barclay hosted heads of state for the United Nations 50th
Anniversary summit.

6 2008:
In China, two new InterContinental hotels opened to mark the Beijing Olympic Games.

7 2015:
Pop superstars, One Direction, filmed the video for their song, Perfect, at the InterContinental
New York Times Square.

OV ER TO YOU

We’re the ones who continue the story. Complete the activities for 2.1
We make great things happen. Introduction in your workbook.

© Copyright Lobster International S.A. 2016. All rights reserved.

2.2
TH E I N T E R CONTINENTAL®
B R A N D P R O MISE
2.2 THE INTERCONTINENTAL® BRAND PROMISE BRAND ORIENTATION MANUAL | 8

How have we continued to make great

things happen over all these years?
The secret to our success lies in our
brand promise.

DEFINITION

WHAT IS A BRAND PROMISE?

A brand promise is what we commit to our

guests. It is what they expect from us. It’s not
a description of what we do, but a description
of our character. It’s what makes us different,
and what our guests know us by.

The InterContinental® brand promise OV ER TO YOU

is easy to remember: We promise the
Each day, you create the InterContinental Life by
InterContinental Life.
understanding your guests.

DEFINITION
‘GLOBAL ETIQUETTE’ – THE SERVICE
WHAT IS THE INTERCONTINENTAL LIFE?
PHILOSOPHY OF INTERCONTINENTAL
It’s the alluring lifestyle we offer to every guest HOTELS & RESORTS:
who stays with us. It’s about the experience
Our guests want and need to travel the world
of seven decades in the spotlight, and having
in luxury. We combine our understanding of
hotels and resorts all over the world. Most
cultures and customs from around the world,
importantly, it’s about every single hotel
with our local knowledge to give our guests the
and resort providing a doorway to the
best of both worlds. We always deliver every
InterContinental Life, through the luxurious
service moment with sophistication and elegance.
experiences and personalised services you
provide.
When we deliver attentive, personalised service
to our guests that shows them local custom, and
Every action we take helps deliver on this reassures them when they’re away from home,
promise. From the first time we greet a guest, we are offering them the InterContinental Life.
through cleaning their room, and serving them a
drink at the bar, to wishing them a warm farewell,
every moment of their stay is an opportunity for Complete the activities for 2.2
us to provide them with the InterContinental The InterContinental Brand Promise in
Life. By continually delivering on our brand your workbook.
promise, we have become a symbol of glamour,
sophistication and success.
© Copyright Lobster International S.A. 2016. All rights reserved.
2.3
THE G U E S T
2.3 THE GUEST BRAND ORIENTATION MANUAL | 10

Without our guests we cannot deliver OUR GUESTS WANT:

the InterContinental Life or continue
1. A warm welcome and farewell:
to make great things happen. Our
promise and our service philosophy
‘You can walk into a beautifully designed hotel,
come from our guests.
but that is completely destroyed if you go to
reception and don't get good service.’
WHO IS THE INTERCONTINENTAL®
HOTELS & RESORTS TARGET GUEST?
2. To feel reassured when they’re away
• They are affluent and experienced travellers. from home, but also experience
different cultures:
• They travel frequently, and are accustomed to
luxury surroundings.
‘I need to feel that you recognise and value my
• They love to explore new places, learn about own culture, but I also want to be enriched by a
new cultures and meet new people. truly local experience.’

• They are naturally confident and curious.

• They appreciate the finer things in life, but want 3. To eat local foods, but not feel too far
the feeling of warmth and personality during
from home:

their stay.
‘On the first day I want to discover the local food
but by the second night I am craving a familiar
WHAT BRINGS OUR TARGET GUEST dish.’
TO INTERCONTINENTAL HOTELS &
RESORTS?
4. To feel special:
Our typical guest travels either for business or
pleasure, and sometimes combines the two.
‘Sometimes, depending on the occasion, I want to
When they travel for business, they also want to feel extra special. We are happy to pay more for
explore new places. This might mean extending their that extra level of attentive service.’
stay for the weekend to explore the city and relax,
or simply find a few hours to go to the theatre,
Our guests are asking for a personalised service,
spend time in the spa or visit a cultural site.
that takes into account their culture and local
When our guests travel for leisure, it is often with customs, so that they can experience new things,
their partner or family. This means we can tailor while also feeling comfortable and at home. This is
their stay to their needs so they can spend quality the InterContinental Life.
time together and create special memories with
each other.
Complete the activities for 2.3
We have spoken to many of our guests to The Guest in your workbook.
understand what they expect from us, so we can
deliver on our brand promise.
© Copyright Lobster International S.A. 2016. All rights reserved.
2.4
THE G U E S T E XPE RIE N CE
2.4 THE GUEST EXPERIENCE BRAND ORIENTATION MANUAL | 12

Our aim to provide attentive, personalised service is summed up in our

service philosophy – Global Etiquette.

EVERY SINGLE COLLEAGUE NEEDS TO REMEMBER THE FOUR POINTS OF GLOBAL

ETIQUETTE, TO CREATE EXPERIENCES OUR GUESTS DESIRE:

1. Respect guests’ culture and customs 3. Acknowledge with a local or personal

It’s important that every guest feels
completely welcome. Our hotels must feel
like home.
‘greeting’
This provides a sense of place through
our service style, and adds to the allure of
international travel.

2. Offer international and local knowledge 4. Always show the way

By providing knowledge about the destination, We take care of our guests by providing an
local delicacies, or our world-class services, we attentive and personal service.
can delight our guests.

© Copyright Lobster International S.A. 2016. All rights reserved.

2.4 THE GUEST EXPERIENCE
SATISFY THESE EXPECTATIONS BY
DELIVERING GLOBAL ETIQUETTE
DURING FOUR KEY MOMENTS OF
YOUR GUESTS’ STAY:
1. The Welcome
From listening to our guests, we know
how important their first impression of an
InterContinental hotel or resort is. We need to
make sure their InterContinental guest journey or
story starts well.
The warm, and memorable welcome begins with
our charismatic doorman, who greets our guests
appropriately.
R EME M B E R
Whenever possible, greet your guests by name.
Our guests want to experience their destination
fully, so we always offer a sense of place in our
service style by greeting them using the local
language.
OV ER TO YOU
How do you greet your guests?
BRAND ORIENTATION MANUAL | 13
2. The Worldly Classics Food and Beverage
Offering
A huge part of delivering an experience that
matches our guests’ expectations is providing the
finest food and beverage offering. Our restaurants
and bars are vibrant social destinations for both
guests and informed locals, and home to some of
the world’s finest chefs and sommeliers.
TO P T I P
You can introduce the InterContinental Life by
sharing knowledge and telling stories about the
special drinks and dishes we serve, so our guests
know they are enjoying the very best the world
has to offer.
Our food and beverage offering is also about
recognising and adapting to our guests’ culture and
customs. We offer the best exotic local cuisines, or
comforting food from home, and make sure that
both are part of creating a rich dining experience.
© Copyright Lobster International S.A. 2016. All rights reserved.
2.4 THE GUEST EXPERIENCE
3. Club InterContinental®
Our guests have told us that true luxury
means personal, unique service. With Club
InterContinental, we provide a tailored
experience to our most valuable guests. By
contacting them ahead of their arrival to discuss
their preferences, and offering a private in-room
check-in, we make sure their stay is suited to
their needs.
Club InterContinental guests also have access to
the Club Lounge, an exclusive area where guests
can work or relax during the day – and in the
evening, it becomes a place to socialise and enjoy
a glass of wine or a cocktail.
TOP TIP
You can help deliver on the brand’s promise by
making sure you always look for ways to upgrade
the service for our VIP guests.
BRAND ORIENTATION MANUAL | 14
4. The Farewell
While the welcome creates a good first
impression, our farewell makes sure that
impression lasts.
REMEMBER
A good farewell helps create an emotional
connection with our guests that ensures they
choose to stay with us again.
We understand our guests’ travel plans, offer
assistance with luggage and provide appropriate taxi,
traffic or airport information. We also record all
information we exchange with each guest.
This helps us to improve and personalise their next
visit.
Most importantly, we say a sincere and genuine
goodbye. After all, it’s not just a departure; it’s
farewell – until next time.
OV ER TO YOU
Whether you work behind a bar, at the front
desk, or in housekeeping, there will always
be times when you can help deliver on these
moments of truth – and ensure that every one
of our guests experiences the InterContinental
Life.
Complete the activities for 2.4 The
Guest Experience in your workbook.
© Copyright Lobster International S.A. 2016. All rights reserved.
2.5
C O NC LU SION
2.5 CONCLUSION BRAND ORIENTATION MANUAL | 16

O U R GO A L :
To ensure we continue the story of making great things happen at
our hotels and resorts.

R EM E M B E R

No matter who our guests may be, we must Thank you for all the stories you are
strive to make every single one of them feel going to help create. Thank you for
appreciated, recognised and important. helping make great things happen.

The InterContinental®’s brand promise cannot

be delivered without you.

We need every colleague to find ways to deliver

the InterContinental Life. Sometimes, that means
making sure we return something they may have
forgotten in the hotel, knocking on their door with
a cup of coffee because they were worried about
oversleeping through an important meeting, or
providing a surprise gift for their child’s birthday.

Our job is to create memories for our guests that

they can share with their friends and family when
they get home. We create these memories by
remembering our brand promise, our guests’
expectations and how we can deliver on these
every single day.

OV ER TO YOU
As you go out to perform your duties as an
InterContinental colleague, look around your
hotel, and ask yourself: what can I do differently?
What special moments can I create for my
guests today?

Complete the activities for 2.5

Conclusion in your workbook.

© Copyright Lobster International S.A. 2016. All rights reserved.