Context

The business recognised that attracting elite travellers to InterContinental Hotels was integral to growing revenue. The question was – who were they, how could we attract them and subsequently build their brand loyalty?

Project

A multi-pronged research approach was developed to meet the project brief. A blend of observations and depths with existing and potential guests, stakeholder interviews plus an in-depth competitive review, identified; four elite traveller typologies, two target groups and operationally feasible levers we could pull to meet the business challenge.

Brand development & innovation agency Haines McGregor brought these opportunities to life with vivid creative to enhance stakeholder comprehension and strategy buy-in.

Results

Clear business focus on who to target and how to develop an end-to-end experience that would help attract and retain their loyalty.

Beyond meeting the brief, the depth and strength of insight generated on this project was leveraged across several projects across their premium and luxury portfolio.

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