IHG HOTEL ANALYSIS

Intercontinental Hotels Group: Holiday Inn



Intercontinental Hotels Group: Holiday Inn

The Operation and Its Position within the Market

For the purpose of operational analysis and to talk about customer satisfaction management the hotel that is chosen is Holiday Inn. Following part discusses various operational aspects and CRM related issues.

Product /service Range

Following are the product and service range of Holiday Inn (Holiday Inn, 2013, A-1):

Holiday Inn: It is a luxurious hotel for all.

Holiday Inn Express: It is a basic business hotel for frequent travellers.

Holiday Inn Resorts: It is designed for families to spend their vacations.

Holiday Inn Club Vacations: it is a hotel for families and to spend vacation.

Key Positioning Features

Key positioning features of Holiday Inn are as follows:

Upscale mid priced brands of hotel

Luxurious facilities

Customer friendliness

Premium offering

Strong brand image

Operations Strategy Matrix

With the help of different matrices an attempt is made to analyze the operational strategies of Holiday Inn:

BCG Matrix

Holiday Inn is growing at a rapid rate so their growth rate is also high which makes them fall in the block of stars.

McKinsey Matrix

The above Mckinsey matrix is drawn for Holiday Inn Express (68%), Club (37%) and Holiday Inn Resort (26%). The most profitable unit according to the above matrix is Holiday Inn Express.

Ansoff Matrix

According to this above matrix of Ansoff it can be said that the strategies that Holiday Inn uses to a greater extent is of diversification because they heavily rely growing the business.

Investigation of the Customer Experience

There are two ways through which Holiday Inn measures or investigate about the customers' experience. The first method is of feedback form. When customers check out they are asked to fill the feedback from. This provides handful information about their experience. Another way is of social media. Customers of Holiday Inn write on the wall of Facebook age and tweet on twitter about their experience of stay at hotel (James, 2012, 2).

Usage of Systems and Procedures to Measure Customer Satisfaction

To deal with the customers the management of Holiday Inn uses following strategy that is described in a chart. They believe that eating and drinking are not the only thing but customers also want to connect, relax and have fun (Kerry, 2012, A-1).

The most effective programs that is used by Holiday Inn to improve and measure customer satisfaction is “Digital Alchemy CRM Services.” It is a program or system that undertakes the task of customer relationship management. Through this system Holiday In ...