Growing Park Inn as a Winning, Global, Mid-Scale Brand ... - Carlson

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Growing Park Inn as a Winning, Global, Mid-Scale Brand ... - Carlson

Growing Park Inn as a Winning,

Global, Mid-Scale Brand

Jacques Dubois

Senior Vice President and Chief

Operating Officer

The Rezidor Hotel Group


Ambition 2015 –

Grow the Park Inn Brand Globally

• The industry’s most distinct

visual voice

• Stylish, functional, vibrant

product design supported by

a Yes I Can! team

• A clear set of “Essentials” to

anchor the brand within the

experience

1. 2.

Establish clear,

compelling

positioning

for each brand

4.

Win the

revenue battle

3.

Operationalize

the brand

promises

Accelerate

development

4


iPod

5


iPod and Park Inn

• Unknown in Europe six years ago

Brand values based on ease of use and functional style

• Striking new identity in the branded world

• Record growth

• Part of a great family of brands

• Despite a short lifetime, internationally recognised

• Replaces an existing conventional solution

6


Where Does Park Inn

Fit in the Carlson Hotels Portfolio

Luxury

Upper / Upper Upscale

Midscale with F&B

Midscale without F&B

Economy

7


Bright, Bold and Fresh,

Uncomplicated, Friendly and Fun

Brand ID Card

Adding color to life!

• Energetic mid-market hotels

• Mastering the essentials

• Providing the best sleep in town in its class

• Sleep well, live well

• Unexpected touches of iconic

contemporary design

• Strong conversion brand

• Located off centre in major cities, regional

capitals, airports and transport hubs

• Ambition: To reach 300 hotels by 2015

100 Properties Worldwide

8


Brand Positioning

Brand

Management

Luxury

First Class

Morgan

W

Ritz Carlton

Bvlgari

InterContinental

Hilton

Marriott

Sheraton

Sofitel

Four Seasons

Our luxury brand

Our lifestyle brand

Our up-market

core brand

Mid-market

Holiday Inn

Novotel

Scandic

Our mid-market with

F&B growth brand

Culture

of Service

Economy

Ibis

Budget

Formule 1

Increased Level of Service

Source: HVS International

9


UNCONVENTIONAL

“Excellent on all counts”

Built in a completely refurbished print-works

to the kind of specification that would earn it

the label of "boutique hotel" if it weren't part

of a chain, it has style and charm in large

amounts.

HomerPliance – TripAdvisor

11


UNCONVENTIONAL

“A Pleasant Surprise”

I was not very convinced of my booking at the

Park Inn until I arrived at the hotel. After a long

over night cross Atlantic flight and a 3 hour train

ride from Warsaw to Krakow, I almost couldn't

contain my excitement. The room decor is very

modern and trendy, completed with a flat screen

TV.

iforfun – TripAdvisor

12


UNCONVENTIONAL

“Almost Perfection”

What a fantastic find, friendly greeting &

smooth check in/out, clean rooms, comfiest

hotel bed I've ever slept in, the kids loved the

ice machine outside our room!

BooChorley – TripAdvisor

13


14

“Highest in Guest

Satisfaction Among

Midscale Full Service

Hotel Chains”


Our Brand – A Unique Label

• One of the most distinctive and striking identities of the

branded world

• Sets us apart from the competition

• Represents the unique personality of the brand

• Visual voice

18


Our Values

Friendly

Fun

Vibrant

Un -

complicated

19


Brand Visuals

20


Advertising

• Simple

• Effective

• Impactful

• Flexible

• Adaptable

21


Ambition 2015 –

Grow the Park Inn Brand Globally

• Standard operating procedures

• Quality assurance

• RBG restaurants

• Defined prototype for greenfield

projects

• Distinctive product style

1. 2.

Establish clear,

compelling

positioning

for each brand

4.

Win the

revenue battle

3.

Operationalize

the brand

promises

Accelerate

development

25


Brand Port

26


RBG – Restaurants That Work

• End to End solution

• World Cuisine

• Compact mise-enplace

• Quality, consistency,

creativity

• Designed for profit

27


RBG – Great Spaces for Food

28


29

Great Food


Gross Floor Area Per Guest – January 2009

Space Allocation (historic)

Net Room Area (m 2 )

30

29

28

27

26

25

24

23

22

21

20

19

18

17

16 Ibis

15

Express HI

Room Area versus Total Area

Courtyard

Hampton

Ramada

Encore

Garden

Inn

Ramada

Novotel

Park Inn

25 30 35 40 45 50 55 60 65

Gross Internal Area per Room (m 2 )

HI

Jurys Inn

Radisson Blu

Room Area as % Total Area

Ibis 62%

Express HI 60%

Courtyard 60%

Hampton 58%

Ramada Encore 54%

Garden Inn 52%

Ramada 52%

Holiday Inn 52%

Novotel 50%

Jurys Inn 49%

Park Inn 49%

Radisson 46%

Source: Rezidor BD Research

30


Gross Floor Area Per Guest – January 2010

Net Room Area (m 2 )

30

29

28

27

26

25

24

23

22

21

20

19

18

17

16 Ibis

15

Express HI

Room Area versus Total Area

(As per work in progress 27 January 2010)

Courtyard

Hampton

Park Inn

Ramada

Encore

Garden

Inn

Ramada

Novotel

25 30 35 40 45 50 55 60 65

Gross Internal Area per Room (m 2 )

HI

Jurys Inn

Radisson Blu

Room Area as % Total Area

Ibis 62%

Express HI 60%

Courtyard 60%

Hampton 58%

Park Inn 54%

Ramada Encore 54%

Garden Inn 54%

Ramada 52%

Holiday Inn 52%

Novotel 50%

Jurys Inn 49%

Radisson 46%

Source: Rezidor BD Research

31


Guest Room Layout – Prototype

32


Park Inn Bruxelles-Midi

33


Ambition 2015 –

Grow the Park Inn Brand Globally

• From zero to 100 hotels in six years

• Expanding across Russia

• Reaching into Africa

• Expanding across the United

Kingdom and Germany

1. 2.

Establish clear,

compelling

positioning

for each brand

4.

Win the

revenue battle

3.

Operationalize

the brand

promises

Accelerate

development

34


Essentials

Park Inn mandatory items listing

35


The Park Inn Mandatory Items Listing

The Park Inn Essentials are a collection of iconic elements that, when implemented fully in a

hotel, provide a coherent branding experience throughout the physical environment of the

property

36


Hotels in Operation – Europe, Middle East, Africa

1

3

13

3

3

3

2

6

1

1

4

25

7

2

1

13

22

2

2

2

7

1

1

1

1

2

1

16

1 1

1

5

68

87

December 2009

37


Park Inn Growth* – Europe, Middle East, Africa

140

120

Franchised

Managed

Leased

Owned

100

80

60

40

20

0

2003 2004 2005 2006 2007 2008 2009

Note: * Number of hotels in operation and under development dated December 2009

*The above numbers include hotels that are owned, managed, leased and franchised by Carlson or by Rezidor

38


We are already here

39


Krakow

40


Klosterneuburg

41

PARK INN KLOSTERNEUBURG – AUSTRIA


Djerba

42

PARK INN ULYSSE RESORT & THALASSO, DJERBA – TUNISIA


Liege Airport

43


Yas Island

44


Baku

45

PARK INN AZERBAIJAN – BAKU


Park Inn – North America

Louisville, Kentucky 254 Rooms

Dallas/Fort Worth Airport South, TX 200 Rooms

Houston North, Texas 220 Rooms

46


…adding colour to life

47

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