Intercontinental Hotels is spending $10m (£5.4m) on an employee engagement programme as part of a project to reposition its global brand.
Senior executives, managers and employees are attending workshops as part of the company’s ‘You Bring it to Life’ programme. The project covers 40,000 employees in 140 hotels across 60 countries.
David Anderson, vice-president of global brand innovation at Intercontinental, said the programme should bring to life a brand proposition, based on local knowledge and personal attention, and focus on the delivery of an “individual” customer experience.
“The idea of luxury in the hotel industry is becoming less defined. In the past, hotels focused on who had the fluffiest pillows or the comfiest beds. It is now moving towards customers’ experiences and getting more out of your travel,” he told Personnel Today.
“There is a great opportunity for Intercontinental to attract those people who want more out of their stay in a hotel,” he said.
Intercontinental, whose parent company also owns Holiday Inn and Crowne Plaza, worked with consultancy Grass Roots in developing training content, communications and presentation materials in more than 20 languages.