Technology & Innovation

Holiday Inn’s image improves as teams overhaul brand

October 19, 2010

Global

October 19, 2010

Global
Our Editors

The Economist Intelligence Unit

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Intercontinental Hotel Group (IHG), the world's largest hotelier as ranked by number of rooms, has implemented knowledge-sharing by bringing team members together in a dedicated room for the duration of the project – whether three months or one year. Tom Conophy, executive vice-president and CIO, is using these teams to achieve a company goal: making IHG's technology a key brand differentiator.

IHG currently manages 1,100 live IT-related projects around the world. The potential for duplicate work is enormous, so key projects use Yammer, a private social networking tool for teams. Like many companies deploying collaborative virtual teams, IHG also supports wikis to document projects and share information.

The teams combine IT employees with anyone else in the company who can help complete the project. “Business people sit next to engineers and have real-time interaction," says Bill Peer, vice president of enterprise architecture and strategy at IHG. Teams have the authority they need to make decisions that will bring the project in on time and on budget.

People can volunteer their services for a team or they can be chosen by management. The approach is popular, despite the various light-hearted nicknames the dedicated space has gotten: the gulag, the war room, the cave. "I've never had anyone say 'no' to a second assignment," says Mr. Peer.

Mr. Conophy says the teams complete tasks faster than if they had to go through traditional channels to communicate with stakeholders and get decisions from executives. He adds that the teams generate more innovation because the principle parties are always together to share and assess ideas.

The approach was used as part of IHG's yearlong, $1 billion brand overhaul of Holiday Inn, spotlighted by Brandweek.com's weekly Buzz Report, which measures brand awareness among consumers. The January 2010 report concluded that Holiday Inn's overall consumer-perception score rose throughout 2009, despite an extremely challenging economic environment. It was only one of two top-10 hotel chains to manage that feat; the overall industry's score declined over the same period.
A solid strategy for revamping the brand resulted in this success. But teams helped the company achieve its goals, according to Mr. Conophy.

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