Global Branding

1. Global Branding Kirk Kinsell President, Europe, Middle East & Africa InterContinental Hotels Group

3. 86% Franchised 14% Owned & Managed

4. Consumers don’t buy “price tiers”, they make choices based on stay occasions, which our portfolio is designed to serve A solid brand positioning requires a fact-based approach

5. 7 Distinct Brands Focused on Specific Consumer Categories & Affinities No brand blur – No brand confusion

6. IHG delivers owner value through a consumer-relevant delivery system A great brand must be backed by a compelling owner offer

7. Consumer Consumer value proposition Successful Enterprise Standard operating procedures Culture and values Fully Documented Business System Business Partners Franchisee selection Risk management Training FranchiseContract Economics Fees and charges Financing Real Estate Market & location strategy Building design and development Interior design CapEx and maintenance Business Support Brand, sales,and marketing Purchasing/ supply chain Human resources Pre-openingsupport IT systems Franchisor Franchisee

8. Bargain Shopper Hand holder Veteran cheerleader Top needs for all owners: Brand reputation Sales & Marketing support Enforcement of quality standards Institutional investor Independent stalwart

9. Benchmarking best-in-class franchisors revealed three distinct operating models used to drive success: Plug & Play Create the cult Empower the owner Club Pride

10. One of the world’s most recognised hotel brands with a global reputation for service, comfort and value Built on more than 50 years experience Modern, comfortable facilities and amenities

11. Holiday Inn in EMEA? Source: IHG 12 months to 31 December 2006 Total EMEA US$ Strong Performance and results!

12. Swindon Bloomsbury Holiday Inn exteriors and guestroom interiors vary considerably between hotels. Bloomsbury Swindon

13. Marseilles Bougival This affects the quality and consistency of the product and service across the Region… Marseilles Bougival

14. Hemel Gatwick Express by Holiday Inn offers more consistency due to new builds, with fresher interior designs. Gatwick Hemel

15. Canterbury Stevenage Canterbury Whilst interior design standards are similar, colour palettes however do vary.. Canterbury Stevenage

16. Despite our successes, we know there are some core issues with the Holiday Inn brand Brand image Brand awareness and consideration Appeal to frequent business travellers Source: Landis NA/UK/China Study; Interbrand Analysis

17. Our brand vision Return Holiday Inn brand family to share growth and maintain our leadership position in the “Mainstream” market Create a power brand Become consumer’s first choice as a mainstream hotel Deliver an ROI-savvy investment for owners

18. Improved Physical Standards & Guest Experience Bold, differentiated look & feel & functionality Hotel Exterior Public Areas Reception Bar Restaurant Guestroom Bathroom Meeting Rooms Flexible Leisure Environmental Considerations New Holiday Inn Model

19. From To Key Development Drivers – New Holiday Inn Model Reduced costs Improved guest experience Attractive investor returns

20. Updating an existing franchised service brand is a complex business… Core Brand Proposition Physical Standards Service Standards Communications • Marketing Mix • Communications strategy • Field Execution • Key Touch points • Hiring Practices • Training • Measurement/Incentive • Building Footprint • Furniture • Decoration

21. + = Success (Franchisor) (Franchise Advisory Council) Great Franchise Relations Franchise Relations

22. Holiday Inn as the world’s most preferred hotel brand • Phase 3 Develop and launch sub-brands to broaden the brand footprint Phase 2 Create the hotel brand of the future to lead consumers and competitors Phase 1 Brand refresh and deliver on basics to meet the consumer expectations and competitor benchmarking How do we get there?

23. Park Lane Jin Jiang Star Grand Hyatt

24. Q&A