IHG Quality Monitor and Improve Guest Satisfaction Presented August 2012 Owner Summits

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1 IHG Quality Monitor and Improve Guest Satisfaction Presented August 2012 Owner Summits

2 Guest Feedback Definition of Feedback: Evaluative information derived from such a reaction or response Knowledge of the results of any behavior, considered as influencing or modifying further performance

response Knowledge of the results of any behavior,

3 Focus on the whole experience The way a guest feels about your hotel is created by more than just the physical product. It s the whole experience: People Product Process Delivered consistently The hospitality industry, traditionally more focused on the physical products, is waking up to a consumer who is demanding consistent delivery of the brand and key to the success of the brand is the people delivering it. - Deloitte Hospitality Survey

It s the whole experience: People Product Process Delivered consistently The hospitality industry,

4 Guest Experience How Our Guest Will Feel Awareness Walk In My Room Lobby F&B Farewell Championing the Real You

5 Guest Feedback

6 HeartBeat System launched April 2011 Global system 10 pt scale Random sample Valid addresses 12-months of data

7 HeartBeat General HeartBeat Survey Information 85% of guests that click into the invitation complete the survey 10% reduction in # of questions in January 2012 Average time to complete survey in 2011: 10.5 minutes Average time to complete a survey in 2012: 8-10 minutes based on number of optional questions answered

2012 Average time to complete survey in 2011: 10.

8 HeartBeat Response Rate for the Americas Current response rate is approximately 17.2% Response rate has increased since daily sample was implemented at end of Q % of respondents leave detailed, rich comments about their experience 2 1 Over 1.6 million returns 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

80% of respondents leave detailed, rich comments about their experience 2 1 Over 1.

9 HeartBeat Work continues to develop the system:

10 HeartBeat Work continues to develop the system: Facilities and services scored, but not offered at hotel Does not impact overall OSAT score Guest does not have the option to go back and change response to OSAT score Consumer Insights will be further addressing this concern with the Brand Teams for next update to the survey in January of 2013

option to go back and change response to OSAT score Consumer Insights will be further

11 HeartBeat Benefits Leverage Reports to Improve Guest Satisfaction Dashboard Monthly Scorecard Guest Feedback Summary HeartBeat Alert Summary HeartMonitor Diagnostic Map

12 HeartBeat Dashboard * Dashboard currently shows hotel 3-month OSAT score

13 HeartBeat Monthly Scorecard

14 HeartBeat Monthly Scorecard

15 HeartBeat Service/Physical Roll-Up

16 HeartBeat Priority Club

17 Priority Club Question Update Update to the HeartBeat survey took place on July 2 nd Biggest change to the survey was to Priority Club questions, which included the following: Previous Version Updated Version Were you offered any bonus item or benefits at check-in? Which one option best reflects what made you feel that you were/were not "greeted" as a Priority Club Member? As a Platinum member, did you receive a complimentary upgrade to a better room? As a Priority Club Rewards (Gold / Pltn) member, had the hotel prepared for your arrival with a pre-assigned room and registration form? Deleted Deleted Deleted At the time of check-in, was your room key prepared in advance and your check-in form pre-printed for your immediate review and signature? As a Priority Club Rewards member, did a front desk team member acknowledge your membership status? Were you referred to by name during your check-in? As a Priority Club Rewards [Gold / Platinum] member, did a front desk team member acknowledge your membership level status? Added 400 hotel pilot

As a Platinum member, did you receive a complimentary upgrade to a better room?

18 Priority Club Attributes Correlation to OSAT OSAT Yes No Acknowledge Greet Pre-Assigned * Data Source: Americas Region, all Brand Data

21 60 OSAT 50 40 30 Yes No 20 10 0 Acknowledge

19 HeartBeat Problem Resolution

20 Problem Resolution Correlation to OSAT OSAT No Problem Problem: Handled Well Problem: Not Handled Well 0 Overall Stay Experience * Data Source: Americas Region, all Brand Data

09 No Problem Problem: Handled Well Problem: Not

21 Guest Feedback The air conditioner in the room did not work properly Internet service was extremely slow The entire staff was friendly and courteous The staff were nice and the hotel was very clean The beds are the best! The pillows were not comfortable

22 Guest Feedback Summary Report

23 Guest Feedback Summary Report

24 HeartBeat Alert Summary

25 HeartBeat Alert Summary

26 HeartBeat Alert Summary

27 HeartMonitor Diagnostic Map

28 HeartMonitor Diagnostic Map

29 HeartMonitor Diagnostic Map

30 HeartMonitor Diagnostic Map

31 Social Media can be a challenge without the right strategy Too much content to listen to No tools to make sense of it Limited ability to respond and resolve

32 The property dashboard view This is the Property Snapshot dashboard Each box shown is called a Widget There are 9 widgitson the property dashboard displaying everything from overall property sentiment to specific reviews on TripAdvisor.

33 Cymfony Widgets Overall Sentiment Category Sentiment Volume of Posts v. Competitors Social Channels Review Sites Latest Posts TripAdvisor Latest Posts TripAdvisor Overall Ranking TripAdvisor Attributes

34 IHG Guest Reviews Post stay Brand.com page Hotel website PCR account page

35 IHG Guest Reviews

36 Launch of Program Phase One HOLIDAY INN CLUB VACATIONS AND HOTEL INDIGO REVIEWS DISPLAYON BRAND.COM & MULTIBRAND Phase Two CROWNE PLAZA (51), HOLIDAY INN (119), HOLIDAY INN EXPRESS (117), STAYBRIDGE (12), CANDLEWOOD (22) INTERCONTINENTAL (17), KEY MARKETS ENGLISH, SPANISH, GERMAN, CHINESE KEY MARKETS (NEW YORK, CHICAGO, HOUSTON, SAN FRANCISCO, MEXICO CITY, LONDON, BERLIN, MADRID, SHANGHAI, BEIJING, SYDNEY Phase Three All Hotels All Brands Launch: Q4

37 Why respond to Reviews? Publicly responding to reviews creates trust and influences future potential guests These are verified guests Content is on our site and impacts direct bookings Reviewers expect us to respond Negative reviews are an opportunity to turn detractors into advocates Follow-up to negative reviews when improvements have been made

38 Social Media Customer Care SMCC will review all negative posts and reviews collected in Cymfony Maestro. A negative review is considered a 1,2, or 3 star review or equivalent. Negative posts can be in blogs, reviews, message boards, and more. Properties should be responding to all negative reviews on review sites.

39 Working together to drive hotel adoption Learning Resources: Web Based Training Hard Copy of Training TripAdvisor Best practices Cymfony FAQ Social Marketing Toolkit Videos, and more! There are 3 documents and 1 video on the Social Marketing Teamspacefor additional learning and best practices.

40 Improve the Guest Journey by listening! Awareness Walk In My Room Lobby F&B Farewell Championing the Real You

41 IHG Americas Quality Atlanta Contacts Chris Bagnato, VP Quality, Sean Sauer, Quality Director, Helen McDougal, Quality Manager, Guy Slabbaert, Quality Manager East, Deborah Strong, Quality Manager West, Ingrid Ballesteros, Quality Manager Mexico/Latin America, Quality Brand Standards Quality - Fax: Standards - Fax:

IHG OWNERS ASSOCIATION ALLIED MEMBERSHIP. Your connection to decision makers around the world

IHG OWNERS ASSOCIATION ALLIED MEMBERSHIP Your connection to decision makers around the world MORE THAN A MEMBERSHIP. A RELATIONSHIP. The IHG Owners Association originally established by Holiday Inn founder