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Intercontinental: Asia-Pacific region is very important 2017 is the best year

   2017 is the best year for intercontinental Asia Pacific since 2010. Faced with the growing consumer demand, Intercontinental will expand the hotel brand, but also continue to accelerate the pace of digitization.
InterContinental Hotels Group (IHG) is stepping up its expansion in the Asia Pacific region. In October, InterContinental Singapore Robertson Quay opened with Kimpton Hotels & Restaurants in Indonesia and Greater China. IHG also introduced the EVEN Hotels brand to Greater China.

The Asia Pacific market is very important

Leanne Harwood, vice president of operations for South East Asia and South Korea at IHG, said that economic and infrastructural developments, strong foreign investment and continuing efforts by local governments to promote tourism have boosted tourist arrivals in the Asia Pacific region.

Although Harwood declined to provide detailed information about IHG's revenue projections for the region, she said that 2017 was the best year in 2010 in terms of overall corporate performance and was very strong. Therefore, the Company is optimistic about the development in 2018 and will focus on the major sports events in the Asia-Pacific region such as the 2018 Pyeongchang Winter Olympics and the 2018 Indonesia Asian Games.

In August this year, IHG announced its results for the second quarter and first half of fiscal year 2017. The drop in oil prices led to further sluggish performance in the Middle East. The terrorist attacks did not bring more negative impact to the European market this year. The region (especially in Greater China) still maintained high growth.

Harwood said that IHG has been sparing no effort in insisting on targeted branding for consumers in the Asia Pacific region, given the increasing popularity of short-term rental platforms such as boutique hotels and Airbnb.

Given the diversity in Southeast Asia, Harwood said IHG attaches great importance to working with local colleagues and hotel teams to gather customer preferences, consumer trends and insights from the local media when planning and executing activities.

Harwood said: "In the face of Southeast Asian consumers, our key challenge is to ensure that our products and advertising campaigns effectively engage local audiences and resonate while maintaining our core identity as one of the world's leading hotels."

Lara Hernandez, Chief Commercial Officer, Asia, Middle East and Africa, IHG, said: "The Asia Pacific region is an important market for IHG and we will continue to work closely with our partners to expand their presence in the Asia Pacific region and bring new brands to market to meet market needs. "



Growing consumer demand

IHG recognizes the growing demand for quality accommodation from millennials and rich-hailed tourists, as well as increasing disposable consumer spending, which is why IHG will expand its brand name And meet the needs of tourists.

Kimpton Hotels & Restaurants, the luxury boutique hotel brand, was acquired by IHG in 2015. Its target customers are those looking for a sophisticated yet personalized travel experience.

Launched in 2012, mid-to-high end boutique wine EVEN Hotels aims to focus on healthier people with a healthier diet, space for nature and relaxation.

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In addition, to keep up with the digital trend, IHG introduced a new passenger booking system based on a cloud booking platform that offers guests a more personalized experience and greater efficiency in hotel management and sales.

Various marketing activities

This year the company launched the global brand campaign "Stories of the InterContinental Life", designed to engage people in Club InterContinental experiences. Intercontinental Club through the meticulous detail to create an unforgettable experience and personalized service. The event, which includes advertising agencies such as Ogilvy PR, JWT and Mindshare, will be fully launched by 2018 via the internet, media outlets and outdoor advertising.

Part of the campaign is a video entitled "Sophistication: A Sensory Experience," which introduces Takanori Nakamura, an internationally renowned food connoisseur and Japanese columnist. Hernandez said IHG was chosen by Nakamura to be impressed by the details, craftsmanship and love of food.

Hernandez added that IHG needs more than just consumer content but also reflects the company's values ​​and understanding of luxury experiences. She said: "InterContinental Hotels Group hopes to showcase the core values ​​of the Intercontinental brand and InterContinental Club experiences through unique stories and storytellers around the world."She explained that the event will feature a variety of media platforms, including podcasts, video content and animated illustrations, telling each story in a sincere and memorable way. In the video, Nakamura explores Singapore's colorful culinary culture, from Singapore's Michelin-starred restaurants to iconic street vendors. Beijing, London and New York (cuisine) also appeared in the video.

To target tech-savvy millennials, three Indigo hotels in Southeast Asia offer an online chat robot called Hotel Indigo Neighborhood Host via Facebook Messenger. Chat robots will provide guests with information and recommendations for specific destinations such as dining suggestions, itinerary planning and places of interest.

In the meantime, Holiday Inn has launched Little Big Travelers, a content hub that offers sights and attractions for popular children's and children's activities in the city. In addition, the IHG brand also hosts family-friendly events for families with children at home, called Chatterbox Conversation Cards. Chatterbox Conversation Cards for children from 3 to 12 in Asia, Australia and the Middle East features 30 Dialogues cards to promote children's reasoning, logic, creativity and problem-solving skills.