Building a $5 Billion Investment Program on the Consumer's Imagination
The much-loved Holiday Inn brand was a pioneer in creating the very idea of the hotel as we know it today. But in a globalizing and highly competitive market, it was time to reinvent. InterContinental Hotels Group set out to develop a brand strategy for the next five years of its flagship Holiday Inn and Holiday Inn Express chains, the core of its global portfolio of hotel properties.
What We Did
30,000 respondents across four continents were taken through this experience step-by-step. We immersed them in the mindset of their past and future hotel experiences with projective exercises and structured questioning approaches.
* out of respect for client confidentiality these are illustrative figures only
Both IHG and the hotel owners are able to use this data to earn real returns. Knowing the right upgrades to make will bring a 10% or better revenue increase – ultimately worth billions each year.
The results were fed into a new brand experience standard and a reinvented room design. The 21st century Holiday Inn experience is now ready: for a new generation of customers to create their own perfect memories with their children, just like their parents and grandparents did for them.
Key Benefits of a Behavioral Conjoint Approach
Engages the consumer's imagination in a fun research approach – giving a more accurate measure for experiential categories
Translates the intangible elements of an experience into monetary value: so your finance director gets their ROI while you make your customers happy
Scalable across countries and handles large numbers of variables – as far as we know, this was the biggest behavioral insights project ever
Do you need data you can monetize: on your physical or experiential products, your brand, or the emotions your customers feel? Contact us to ask about our Behavioral Conjoint tool and what business questions it could answer for you.
In the meantime, take a look at our extensive 30-page guide to behavioral market research. Click to download.