case study: intercontinental hotels
Challenger Brand Issue: Reposition a luxury hotel chain in a parity industry
Traditionally, luxury hotels were marketed as external expressions of wealth - where you stayed said a lot about you. Guest folios were a status symbol in the upper-class world. Unfortunately, every chain offered the same rich amenities, finely-appointed room décor, gastronomic experiences and unprecedented service. Where was the opportunity to differentiate?
Insights
gkv conducted consumer research and learned that consumer attitudes toward wealth and status began shifting post-9/11 from the need to accumulate outward, material expressions of wealth to the desire for unique experiences and a more internalized sense of success. Consumers were eager to express themselves in ways other than showcasing possessions - since everyone had the best cars, clothing and jewelry.
What could differentiate an InterContinental guest would be the travel experiences enjoyed during their stay, and the understanding of the world around them. Given InterContinental’s 60-year history of operating hotels around the world, the brand was perfectly positioned to provide guests with deep, enriching and local experiences.
Challenger Brand Behavior: Emotional Connection
gkv linked the desires of wealthy prospects and InterContinental’s ability to deliver enriching global experiences. The advertising featured stunning images of InterContinental destinations balanced with smart and sophisticated headlines connecting with the target. The campaign utilized upscale periodicals, including Condé Nast Traveler, Travel & Leisure, Forbes and The Economist.
Results
In recent years, InterContinental’s awareness has steadily increased, along with the brand’s financial performance. InterContinental consistently out-performs its primary global competitors in RevPar (a performance measure used by hotels) and has grown impressively, offering 147 hotels in 60 countries.