With nearly 800,000 guest rooms in 100 cities worldwide marketed under 13 different hotel and resort brands,
Question:
With nearly 800,000 guest rooms in 100 cities worldwide marketed under 13 different hotel and resort brands, the InterContinental Hotels Group (IHG) is appealing to multiple target markets of customers, families, and business travelers. The multinational company’s brands include InterContinental, Kimpton Hotels, Hotel Indigo, Even Hotels, Crowne Plaza, Holiday Inn, Holiday Inn Resorts, Holiday Inn Club Vacations, Holiday Inn Express, Avid, Candlewood Suites, Staybridge Suites, and Hualuxe Hotels. Each brand has its own image, decor, and services geared to the needs of a specific market segment.
Questions for Discussion
1. How do IHG’s multiple brands enable the company to address the needs of specific consumer and business markets
2. In which stage(s) of the consumer buying decision process would IHG’s digital marketing and social media activities likely have a significant influence? Explain your answer
3. Why would IHG create a separate hotel brand specifically for China
4. What are the advantages and disadvantages of each IHG brand having its own social network accounts
Step by Step Answer:
1 As the case explains each of IHGs brands targets a specific market supported by a marketing mix geared to that markets needs and buying behavior With multiple brands IHG has more opportunities to at...View the full answer
