Ambition 2015 Has Five Main Themes - Carlson

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Ambition 2015 Has Five Main Themes - Carlson

Establishing a Clear, Compelling

Positioning for Each Brand

Gordon McKinnon, Executive Vice

President & Chief Branding Officer

Carlson Hotels

2


Ambition 2015 Has Five Main Themes

1. Establish clear, compelling positioning for each brand

Growing

a global,

vibrant hotel

business

2. Operationalize the brand promises

3. Accelerate development

4. Win the revenue battle

5. Build a global team and organization

3


Ambition 2015 Has Five Main Themes

1. Establish clear, compelling

positioning for each brand

…supported by meaningful product

and service innovation

Growing

a global,

vibrant hotel

business

2. Operationalize the brand

promises

3. Accelerate development

4. Win the revenue battle

…through investments, operational

excellence and people

…with clear geographic and business

model priorities

…through superior marketing, sales

and distribution

5. Build a global team and

organization

…aligned with key priorities and based

on a culture of performance

4


Belief #4: Strong Brands Will Win – Key is the Quality

of the Product, the Service, the People

Strong brand

performance for

guests

Investments in

brand and assets

Strong RevPAR

penetration

Strong economic

performance for

owners

Strong marketing,

sales and

distribution

income

New properties

join the system

5


Belief #3: Consumer Behaviors Are Evolving

Around the World

CONSUMER BEHAVIOR – KEY TRENDS

Become known for travel empathy

Increase emphasis on leisure

Evolve/segment offer

Develop inter-theater sales

6


Traditional Hotel Brand Journey

Check Out

Bars

& Restaurants

Meetings

& Events

Loyalty

Wellness

STANDARDS

Services

Brand

Culture

Designed

Rooms

Responsible

Business

Reservation

Process

Sense

of Arrival

7


Check Out

Bars

& Restaurants

Meetings

& Events

Loyalty

Wellness

STANDARDS

Services

Brand

Culture

Designed

Rooms

Responsible

Business

Reservation

Process

Sense

of Arrival

8


Brands By Relative Market Position and Volume

Brand Width Currently Compounds the Issue

Luxury

Upper

Upscale

Upscale

Midscale

With

Midscale

Without

Economy

Key

Market Position

and Volume by

Theatre Per Brand

Brand Width

by Theatre

The

Americas

Europe, Middle East, Asia

Asia

Pacific


Carlson Hotels Future State

Brand Positions by Width and Share of Portfolio

Luxury

Upper

Upscale

Upscale

Midscale

With

Midscale

Without

Economy

Future

Opportunities

Luxury

Lifestyle

Upscale

Select

Economy

Brand

Key

Increased Levels of Service Consistent Across All Theatres

Number of Hotels

Per 100

Brand Widths

10


Accelerate Growth in Key Markets North

America, Canada, Mexico and India

Country Inns & Suites Hotels Worldwide

1,200

1,000

800

750-1000

250

600

400

200

0

750

489

206

9

1989 1999 2009 2015

13


Grow Park Inn as a Winning Mid-Scale Brand

in Key Countries Across All Theatres

• Nearly 150 properties in seven years

• #1 Mid-Scale brand with J.D. Powers

• BDRC Most Promising Emerging Player 2009

• European success

• Good investment model, fantastic conversion model

• All the systems, all the tools: Essentials, Brand Port, Design, Standard Operating Procedures,

Adding Color to Life

• Launching in the Americas and Asia Pacific

• Penetrating deep into existing markets in Europe, Middle East and Africa

16


EXPAND RADISSON

AS A POWERFUL, GLOBALLY CONSISTENT, FIRST-CLASS BRAND

17


ROADSHOW RECONNECT

SUMMER 2009

Opportunity

Re-Insert Dignity and Compassion Back into the Travel Experience

Vision

Re-Design Hospitality with Purpose, Passion and People in Mind

Purpose

To Deliver Innovative, Heartfelt, People-Centric Hospitality

Values

Vibrant, Contemporary, Engaging

Travel Empathy

18


A GLOBALLY CONSISTENT RADISSON

ONE BIFURCATED BRAND

19


STANDARD OPERATING PROCEDURE

GLOBAL ALIGNMENT

Level

Standard Operating Procedures

20


RADISSON BIFURCATION

THEATRE BY THEATRE

Theatre Current Properties Development

Asia

Pacific

Europe,

Middle East,

Africa

South

America

North

America

Rebrand upper upscale properties Blu

Grandfather current Rezidor portfolio

Consider rebranding upper upscale

properties Blu

Launch Blu after critical mass of flagship

properties has been achieved

25


“Establish clear, compelling positioning for

each brand . . . supported by meaningful

product and service innovation.”

26


Check Out

Bars

& Restaurants

Loyalty

STANDARDS

Brand

Pillars

Responsible

Business

Reservation

Process

Meetings

& Events

Sense

of Arrival

Wellness

Services

Designed

Rooms

27


Forever

Friends

Brand

Pillars

Taste the

Difference

Say Hello

The Experience

The Business

28

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