Domestic and International Hotel Sytems

1. Domestic and International Hotel Sytems

2. Plan of lecture

1.
2.
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7.
8.
Key words and definitions connected with International Hotel
Systems. – 1 h.
International Hotel Systems – Hospitality - 3 h.
Range of services in Hospilaty (primary and coplemantary services) 2h.
Hotel systems in Poland. Foreign investors at Polish hospitality
market.– 2 h.
Brands of place; Country Brand Index, National Brand Index, Global
Competitive Rank – 2 h.
Marketing at hotel and gastronomy systems. Standards, quality
management and control – 1
Organization and management based on ACCOR group and
IHG cases – 2 h.
Modern marketing management sydstems ; case Customer
Alliance. – 3 h.

3.

Plan of exercises
1.
2.
3.
4.
Hotel chains, system, group, etc.
Definitions. Brand; place branding – 1 h.
Organization of hotel systems and
loyalty programs – 1 h.
International hotel groups. Review–
4h.
Hotel management in practice (visit
to Holiday Inn Express – 2 h

4. Hotel - definition

Building dedicated to tourists (people who spent money
in other places than their place of living for more than 24
hours).
Hotel has material equipment (Core product) like:
separate rooms with bathrooms, and various facilities like
restaurants, bars, Wi-Fi, telephone, business area, spa,
parking, swimming pool, according to standard of hotel.
Very important is non material (tangable product) part for
business activity like: brand, image, standard, range of
services etc.

5. Next definition of hotel

building prouving services. Includs: style,
image atmosphere, status and prestige. Can be
effect of design, archtecture and range of
guaratee leisure (rest), restaurantce –
catering, cleaning of building and rooms what
results in quality of services.

6. How to marketing hospitality services services charcteristics

1. What is marketing – definition
2. What means service as product
Service is every activity or benefit offred by one
partner to other who do not become owner of
the ativity. Service can be connected with
material products or not..
3. Charcteristics of services
Non material activity
Production and consuption in the same place and
time and this process can’ be devided.
Not durable
Can’t be consumed twice.
Cant be owned by the user.

7. In mostly countries hotel needs license from state authorities.

REQUIREMENTS OF HOTEL BUILDING
IN MOSTLY COUNTRIES HOTEL NEEDS
LICENSE FROM STATE AUTHORITIES.
Security, fire, sanitary, and
construction requirements must
fulfil hotel to be classified
according to the state regulation

8. Hotel systems

Hotel belonging to systems must fulfil
additional hotel chains requirements.
Hotel chain consists of more hotels
managed by central management,
having the same standard and range
of services and providing common
marketing policy.

9.

Other definition
Hotel under the
same name (brand)
Certain number of
hotels under the same you can call:
name and the same
Hotel system,
brand , with common
users characteristics
Hotel chain
and providing common
Hotel group
marketing policy.

10. The bigest hotel chaines

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3.
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5.
6.
7.
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15.
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20.
IHG (InterContinental Hotels Group) 585,094 3,949
1 Windsor, England 556,246 3,741
2 Wyndham Hotel Group 550,576 6,544
2 Parsippany, N.J. USA 543,234 6,473
3 Marriott International 537,249 2,999
3 Washington, D.C. USA 513,832 2,832
4 Hilton Hotels Corp. 502,116 3,000
4 Beverly Hills, Calif. USA 501,478 2,935
5 Accor 461,698 3,871
5 Paris, France 486,512 4,121
6 Choice Hotels International 452,027 5,570
6 Silver Spring, Md. USA 435,000 5,376
7 Best Western International 308,636 4,035
7 Phoenix, Ariz. USA 315,401 4,164
8 Starwood Hotels & Resorts Worldwide 274,535 897
8 White Plains, N.Y. USA 265,600 871
9 Carlson Hotels Worldwide 146,600 969
9 Minneapolis, Minn. USA 145,331 945
10 Global Hyatt Corp. 135,001 721
10 Chicago, Ill. USA 1

11.

12.

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SYNDICATEST

13. Hotels categories

1. POLAND - stars system 1-5
2. France • Prestige Grand / Deluxe Hotel • Hotel First Class *****
• High Standard hotel ****
• Middle class Hotel ***
• Budget **
3. USA
• Economic hotels
• Suite Hotels
Boutique Hotels
Luxury Hotels
Lux category
2 stars chepaest
2 i 3 stars apartments for
longer stay
3 i 4 stars ; speciphic
pricacy atmosphere, very
individual, no standards.
4 i 5 stars, lux hotele,s

14. OTHER AMERICAN CATEGORY Description

Meeting Planning Hotels
Resort Vacation
Corporate Hotels
Extended Stay Hotels
SPA Hotels & Resorts
,
Casinos Hotels
3 and 4 stars for congreses, meetengs,
family events,
3 do 5 stars hotels - lesure,
3 i 4 stars for business people;
with business center, fast internet etc.,
2 i 3 stars – foor turist for long stay,
3 - 5 stars - SPA and leseure
3 - 5 stars in places known from gambling,
Pet Friendly Hotels
3 - 4 stars for guests with animals,
Airport Hotels
3 - 5 stars near airports

15. Other various categorisation

• Royal Automobil Club performed system of
dimondes
• No fornal hotels categorize in UK
• Hotels organizations use own categories
sysytems like Skan Holiday – elaphants. Instate
of strars elephants.

16. Group ACCOR Development

History
1967-1983
1983-2000
TICKET
RESTAURANTS
Jacques Borel
TICKET
RESTAURANTS
Jacques Borel
2000 - 2010

17. Hotel Groups and stars categorisation

18. Rebranding

New IBIS product line

19. Next IHG example

20. ACCOR & IHG Hotels in 2010

ACCOR & IHG
Hotels in 2010
ACCOR
1 Am Pn
IHG
1107
112644
187
28634
1+2 Ameryki
1294
141278
3 Europa
2356
257748
147
24637
2505
282385
430
83643
4226
507306
2 Am Łacińska
4 Afryka i Bliski Wschód
3+4
5 Azja i Pacyfik
Ogółem
3514
440447
664
118409
289
86098
4465
644801

21.

Marki ACCOR i InterContinental na rynkach kontynentalnych
AMERYKI
EUROPA
56
33
18
31
1018
763
AFRYKA
AZJA PACYFIK
21
89
8
44

22.

Over 3000 hotels in 67 countries

23.

24.

Check pls if still exists

25.

26.

27.

Pan Pacific Hotels and Resorts Grupa manage 15 hotels in 9
cuntries. Pan Pacific hotels estblished Global Hotel Alliance,
representing 6500 independent hotels in over the wolrld.

28.

29.

In 2010 There were 127000 in 573 hotels

30. Group lose hotel case Warsaw

31. Franchise hotels brands

4164 hotels 315401 rooms

32.

12 brand and ove 55057600 rooms in 65 countries
Over 2000 locations
Almost 1000 hotels

33.

Franchised business hotels over the world

34. Asia, Pacific & various countries

Asia, Pacific &
various countries
Special brands

35.

Dubai Marina
Jest to jeden z największych projektów przygotowywanych w
tej chwili. Jest to 40 wież stawianych obok siebie, oraz
kolejnych 40 po drugiej stronie głównej drogi. Wszystko to
stanowi ogromne przedsięwzięcie architektoniczne
Dubai Marina
This is one of the big projects going down at the moment. I think there are
40 odd towers being built side by side, with another 40 on the other side of
the main road you see there. Everything on a massive scale.

36. Hotel Gastronomy

To Group Accor belongs:
Various IBIS restaurants,
Restaurant tickets
Chaine of de lux
restaurants
Before the change there were only

37. IHG

To Intercontinetal Hotel Group belongs:

38. BRAND definition

Brand is strongly connected with following elements:
o
name, symbol and logo,
o
imagination of brand – what practicaly means
identification of brand used in market
communication by above mantionet elements,
o
brans chracteristic elements caped in maind
of consumers identifyed with product.

39. Hotel reservations systems

Own reservation systems
for individual hotels
chaines and tour
operators.
International for lux
category
World reservation system
companies
Local companies

40. IS IT POSSIBLE TO MESURE BRAND OF PLACE ?

Anwer is YES.
New categories of brand are following:
1. Brand of place,
2. National brand,
3. Brand of country,
4. Brand of terytory
This brand shaws reputation as category of place
clasification, and is connected with something
charcteristic for place, country, terytory etc.

41.

Brand let us:
• For products diferentiation,
• Products quality diferentiation
• Standard diferentiation,
• Market segmentation,
• Loyality to the brand

42. National Brand Index S.Anholt

• 20 000 enquieries in 20 countries.
• Each respondent enswers 40 questions.
• Questions are connected with 50 diferent
countries.

43.

Anholt GFK Ropar Nation Brand Index
2008
2009
2010
Niemcy
USA
USA
Francja
Francja
Niemcy
Wielk. Bryt.
Niemcy
Francja
Kanada
Wielk. Bryt.
Wielk. Bryt.
Japonia
Japonia
Japonia
Włochy
Włochy
Kanada
USA
Kanada
Włochy
Szwajcaria
Szwajcaria
Szwajcaria
Australia
Australia
Australia
Szwecja
Hiszp. Szwecja.
Szwecja

44. Global Competitivness Report – GCR World Economic Forum

Rank
1
2
3
4
5
6
7
8
9
10
Score
Country
Switzerland
Sweden
Singapore
United/States
Germany
Japan
Finland
Netherlands
Denmark
Canada
5.63
5.56
5.48
5.43
5.39
5.37
5.37
5.33
5.32
5.30

45. Country Brand Index by Global Future Brand

3000 international companies and individuals
traveling in business and leusur trips minimaly
one time in the year.
Global Future Brand analyse opinion of 102
countries from 9 world countries.
Responets are of age 21-65 years

46. Ranks application in comperatives studies (examples)

UN World Travel
Organization
Nations Brand Index
w mln 2008r.
USA
1.
Francja
79,30
Francja
2.
USA
58,00
Niemcy
3.
Hiszpania
57,30
W.Brytania
4.
Chiny
53,00
Japonia
5.
Włochy
42,70
Włochy
6.
W.Brytania
30,20
Kanada
7.
Ukraina
25,40
Szwajcaria
8.
Turcja
25,90
Australia
9.
Niemcy
24,90
Hiszpania/Szwecja
10.
Meksyk
22,60