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Analysis

Give clients "a little something"

Today's hotel is a hybrid, porous property where all customer profiles, including locals, tourists, leisure and business customers, cross paths at any time of day, enabling maximum profitability per square meter.

InterContinental Hotel Group has been reviewing the design and functionalities of its brands for several years now in order to bring them up to date from both the customer's point of view (more flexibility, more services, faster) and the owner's (more profitability per square meter). Given soaring operating costs, it is crucial to keep the hotel "running" over the widest possible time slot.

Open Lobby was introduced by Holiday Inn and recently implemented at the Holiday Inn Bordeaux Sud-Pessac, with the goal of "transforming the traditional format of the hall by combining the reception, reception, restaurant, lounge and business centre into an open and coherent space, refreshing the decoration to give a more contemporary feeling."

 

Open Lobby Holiday Inn Bordeaux Sud-Pessac
Open Lobby Holiday Inn Bordeaux Sud-Pessac

The new Crowne Plaza concept was implemented in a first property in France at the Crowne Plaza Paris-Republic during renovations that lasted one year for the property. 10% of the total budget was devoted to the implementation of the new concept further to the work carried out in the lobby and bar area. After one month of operation, the bar's revenues are up sharply, although it should be noted that June is traditionally a very good month for Parisian hoteliers. 80% of the bar's customers come from outside the hotel, which is a good score for a bar that was already visited by local customers before the work was carried out. "Everything is designed to meet our customers' expectations at any time of the day. Wireless chargers, USB sockets, tables seating 2 to 10, spaces with different designs. [...] we see some of our guests move from one space to another in the course of a day," says Christophe Charolles, the establishment's general manager.

 

Crowne Plaza Paris République
Crowne Plaza Paris République

Newest concept to date, Shop the Neighborhood, with Hotel Indigo®

"We are excited to bring together the best of local design and for the first time ever, give consumers the chance to take a little piece of our incredible neighborhoods home with them." explains Jason Moskal, Vice President, Global Marketing, Hotel Indigo. Artisans and artists work in Indigo® establishments, each of which is decorated in keeping with their neighborhood, it is now possible to acquire items present in the hotel on site or online. Plates, blankets, hats, radios, decorations... all these elements are now "shopable".

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