Concierge Programme Toolkit6

concIerge programme toolkIt
february 2011
enter
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Copyright IHG 2011
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HOME welcome and contents
1. Introduction to InterContinental Concierge
2. Getting started
3. Implementing the Concierge assets
4. Concierge brought to life
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HOME welcome and contents
This Toolkit covers every aspect of the InterContinental Concierge programme, and guides the Chef Concierge on how best to implement and maintain our industry leading Concierge assets the Toolkit also features NEW and enhanced tools now ready for you to launch in 2011! Why do I need this toolkit? 1. New hotel openings: Every new Concierge team needs to fully understand: The brand idea of In the Know The InterContinental Concierge programme and its importance to the brand How to build and maintain the programme to successfully deliver a uniquely InterContinental guest experience to create Great Hotels Guests Love. 2. Existing hotels: The Chef Concierge in every hotel can use this toolkit to: Ensure every new starter has a thorough introduction to the programme Ensure all the Concierge team are given a refresher on their role in delivering a great guest experience Guide you on the necessary steps to implement the new web tools
1. Introduction to InterContinental Concierge
2. Getting started
3. Implementing the Concierge assets
4. Concierge brought to life
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INTRODUCTION TO THE INTERCONTINENTAL CONCIERGE PROGRAMME TOOLKIT

I n t r o d uct I on | get t Ing started | ImplementatI on | b r ou g h t t o lIf e | a p p e n dIx
our vIsIon | whY we have the programme | benefIt | In the know | the assets | customer JourneY
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Our visiOn
IHGs Vision is to become one of the worlds great companies by creating Great Hotels Guests Love. With Great Brands Delivered by Great People Who share Great Values With Great Ways of Working Our InterContinental brand idea is In the Know, and this is how we truly differentiate ourselves as one of the worlds leading brands. We will explain more about the meaning of In the Know later in the toolkit.
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WHY DO WE HAvE THE inTErCOnTinEnTAL COnCiErGE PrOGrAMME?

InterContinental is the brand that leads the way in delivering authentic and enriching experiences that make our guests worlds feel better. There is no-one better placed to provide such experiences than concierge teams. InterContinental Concierge is the brands cornerstone which is best placed to bring the In the Know positioning to life, and truly defines the InterContinental guest experience. The Concierge programme is unique to InterContinental Hotels and Resorts, supporting concierge teams in delivering best in class service, wherever you are in the world. By providing you with the right assets and support, the Concierge programme helps you and your team connect with guests and demonstrate that they are being looked after by genuine insiders.
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WHAT is THE BEnEFiT TO THE GuEsT?

Our target guests are internationally minded and therefore are seeking experiences that widen their outlook on the world. The unique Concierge programme provides this via a best-in-class service enabling our guests to experience the very best from their stay with us. InterContinental is the only brand that provides a comprehensive offering of In the Know recommendations, tips and advice. As the worlds most international hotel brand, guests trust InterContinental to deliver this service wherever they like to travel.
And for us... this means GuEsT LOvE Research shows that those guests that use our Concierge services love their stay more than those who dont... gaining a higher level of loyalty and repeat custom with the brand.
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in THE KnOW
Being In the Know is what makes us different at InterContinental. It is what we are. Weve been on the international scene for decades so no one knows the world like we do. We love to share our knowledge with our guests and they love our understated service and style. What does that mean for the Concierge team? Getting it right for the individual In the Know depends on what you are looking for some people want culture, others want shopping, some just want to meet and mix with local people. We take an interest in what our guests want and use our knowledge to provide it for them. Great places to go but also the best times to go and what to do there sometimes the places we recommend are well known because they deserve to be. Our insider knowledge is not just about directing people to them or getting them a taxi there; it is about making sure they really get the most out of their visit. not the obvious we dont recommend the obvious tourist traps but the places that are special about the location the places where we go as locals. In the Know is not just about the location around the hotel it is also about using our skills and knowledge to give guests the best possible experience inside and outside the hotel. I n t r o d uct I on | get t Ing started | ImplementatI on | b r ou g h t t o lIf e | a p p e n dIx 1 of 2
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HOW CAn WE BE surE THAT WE ArE TruLY in THE KnOW?

By using the MADE in InterContinental process, we have four criteria to help us check a recommendation we might make to a guest, to be sure that what we are suggesting is truly In the Know.
The questions we need to ask are whether it is:

Memorable something that guests will talk about and regard as special, long after they have returned home? Authentic something that gives a true flavour of the location, not just something that was created for tourists? Differentiated something which stands out as interesting and remarkable, that the guest can truly associate with the area? Experience something that the guest feels a part of and enjoys doing, not just something they have seen as an observer from the outside?
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WHAT ArE THE AssETs WHiCH suPPOrT THE PrOGrAMME?

Destination video a video starring the Chef Concierge and presenting the insider highlights of the location. Pre-stay Email a personalised message from the Chef Concierge, with useful information about the guests stay and inviting them to request any services such as airport pickup, restaurant bookings, theatre tickets, advice etc. Concierge Website exciting NEW web tools are now available to any viewer and potential guests visiting your hotels website www.intercontinental.com/explorethearea Printed Guide a map of the location showing the In the Know things to do in the Know Gift local gift left in guests rooms with information about where it has come from and an invitation to visit the Concierge desk to find out more. Bedtime stories printed cards with local stories, left for guests at turndown, providing some insight into the location and inviting the guest to visit the concierge in the morning to find out more. Such is the success and popularity of the Concierge programme the assets are now being used for marketing campaigns both regionally and globally reaching millions of potential new guests.
Destination video Pre-stay Email Concierge Website
Printed Guide
in the Know Gift
Bedtime stories

FOR YOU
From your InterContinental Concierge
You will find more information on each of the assets in the Implementation section of the toolkit.
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THE GuEsT JOurnEY

The guests journey does not start when they first arrive at the property it starts when they are first considering making a trip. InterContinental Concierges have defined the customer journey as being in four stages. By providing excellent Concierge services at each of these stages, we can have a real impact on the experience and loyalty of our guests. Consideration when they are thinking about where they will go, and where our Destination Videos or iPad app might help them make their choice. Pre-stay when they have booked and they can start their planning, supported by the relevant Concierge website, introduced to them by the Pre-Stay Email. stay when the InterContinental Guide, In the Know Gift and Bedtime Stories could all help them discover more about the location and encourage them to make contact with the Concierge team. Post-stay when the great experience they have had should mean that they decide to return at some time to the same property or to another InterContinental. They are likely to return to www.intercontinental.com to look at the Destination Videos and interactive maps to help inspire them.
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GETTING STARTED
I n t r o d uct I on | get t Ing started | ImplementatI on | b r ou g h t t o lIf e | a p p e n dIx
whY do we have the programme? | ImplementatIon steps | gaInIng commItment | programme agreement
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WHY DO WE HAvE THE inTErCOnTinEnTAL COnCiErGE PrOGrAMME?

The InterContinental Concierge programme was launched in 2006, following the You Bring it to Life engagement programme, which set out the new In the Know positioning for the InterContinental brand. InterContinental introduced this programme because it saw how the specialist knowledge of concierges positions them to ensure the In the Know experience is brought to life and truly resonates within the hotel. InterContinental is unique in providing a programme of this kind, based around the skills of the Concierge team. The programme is designed to: Enhance and celebrate a service that truly captures the brands ability to deliver authentic and enriching experiences during a guests stay in other words to build on the unique service we provide that enables guests to make the most of their time with us.
1. Implementation steps
2. Gaining commitment
3. Programme agreement
Leverage the knowledge and skills of Concierge teams to provide an enhanced

experience for guests to some extent, In the Know is what concierges do already the idea was to promote this more as a service and to get guests thinking about Concierge services when they book their stay, not just when they are here.
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WHAT ArE THE iMPLEMEnTATiOn sTEPs?

Implementing most components of your Concierge programme should take no more than 18 weeks though your video may take a little longer. The key steps are: GETTinG sTArTED Gaining Commitment identifying key colleagues in the hotel to support your implementation. Programme Agreement the General Manager approves an agreement setting out a commitment to deliver the programme. iMPLEMEnTinG THE AssETs information Collection the Concierge team decide which local attractions and recommendations will feature in their materials, and complete the content builder template with all information that will appear on the website and in the printed guide. Destination video Filming shooting the Destination Video and making it available through the internet.
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Printed Guide Creation arranging for the printed materials to be produced and sent to us. Concierge Website Content upload approving our website so that it can be seen by the world. in the Know Gift Development choosing the range of gifts (a variety to appeal to a range of guests, all inexpensive and relevant to the location) and preparing the content of the cards. Bedtime stories Development choosing the stories and preparing the content of the cards 5/6 stories, no more than 100 words long, appealing to different guests. Cascade in your Hotel briefing all colleagues on the programme.
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Estimated timeline TAsK GETTinG sTArTED Gaining commitment Programme agreement iMPLEMEnTinG THE AssETs information collection Destination video filming and post-production Printed guide creation Concierge website content upload 8 weeks 12 weeks 8 weeks 2 weeks 3 weeks 3 weeks 2 weeks 2 weeks 2 weeks WEEK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
in the Know gift development

Bedtime stories development Cascade in your hotel OPTiOnAL iPad Concierge lounge Time-scale dependent on existing hotel facilities.
4 weeks
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GAininG COMMiTMEnT
The Concierge programme is the cornerstone of the In the Know positioning within the hotel, and though it is the role of the Chef Concierge to own the programme implementation, the full support of the Executive Committee will be needed to implement and keep it alive. Before starting to implement your Concierge programme, hold a briefing session to outline your implementation plan with the following colleagues, ensuring that they are aware of their role to support the programme:
Who General Manager Your line manager role Approve the Programme Agreement, and give support to the time and resources required to implement the programme at every step. Support the time and resources required to implement the programme at every step. The Concierge assets will play a key part in the promotion of your hotel across the world, so your Head of Sales and Marketing and / or PR must have full involvement in the development of all components of the programme. Sales and Marketing should support in the preparation of content, approval of images, video, and the liaison with local printer. Sales and Marketing administration support should be provided to aid the web content upload. Head of iT Head of Training To support any website assistance required and developments of new technology for Concierge (for example iPad) When you have completed your implementation, you will need to engage your Executive Committee to secure their commitment to brief and involve their team. Your Head of Training should support you with planning a senior team briefing.
Head of sales and Marketing
It is recommended that during your implementation, you hold a bi-weekly update meeting to review progress. useful tip Make contact with another InterContinental Concierge and use this relationship to help build your understanding. I n t r o d uct I on | get t Ing started | ImplementatI on | b r ou g h t t o lIf e | a p p e n dIx
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PrOGrAMME AGrEEMEnT
The Concierge programme is a key hallmark for InterContinental, and an essential step in delivering a unique guest experience. As a result it is important that the programme is adopted consistently in all hotels. At the start of the implementation the Programme Agreement Form must be completed, approved by the GM and submitted to the Concierge programme manager. All costs are detailed in the annual budget instructions, please contact your General Manager or Director of Sales and Marketing (DOSM) for further information. The General Manager is required to give their approval to: Fund the assets which form part of the programme Commit to keeping the assets continually refreshed and updated Click here to review the Programme Agreement form, and access the online form for submission.
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IMPLEMENTING THE CONCIERGE ASSETS
1. Information collection
2. Destination Video
3. Pre-Stay Email
4. Printed Guide
5. In the Know Gift

F O R Y OU
From your InterContinental Concierge
6. Bedtime Stories
7. iPad
8. Concierge Lounge
9. Concierge Website Explore the area
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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl
| prInted guIde | In the know gIft
bedtIme storIes | Ipad | concIerge lounge | concIerge websIte - explore the area
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inFOrMATiOn COLLECTiOn
About information Collection A Content Template has been created to guide you through documenting your insider knowledge for inclusion on the new Concierge website (www.intercontinental.com/explorethearea): Pre-Stay Email Printed Guide Destination Video The idea is that you build your template, get approval from your DOSM and General Manager, and then simply copy and paste the content into the Hotel Content Manager system for upload to the website, and the assets. More detail will come on the following pages.
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inFOrMATiOn COLLECTiOn
steps to implement For the Content Template 1. Click here to view the In the Know Content Template 2. Print the document first and read through it carefully, section by section. 3. Involve other members of your team or colleagues from other areas such as Public Relations, Front Office Manager and Sales and Marketing. 4. Complete the template by typing in all your recommendations and insider tips giving a good deal of care and attention to the finer details such as names, addresses and telephone numbers. 5. Your GM/DOSM must approve your content template once completed. 6. Once approved, you are ready to create your new website pages and printed guide. For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager
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iMPLEMEnTinG THE DEsTinATiOn viDEO

The purpose of filming a video for your hotel is so that your destination and recommendations can be represented in a memorable, authentic and unique way. Consumer research has shown that the Concierge Destination Video is extremely popular and sets us apart from the competition. These high quality films are unique to InterContinental, and are viewed by millions of potential guests all over the world. Guests are particularly impressed when they finally meet the star of the video upon arriving at their hotel of choice! steps to implement 1. Your hotel will have been designated as a Band A or Band B hotel (see section 2 Getting Started) on signing the Programme Agreement. 2. Click on the following link for your banding to follow the Destination video guidelines. Band A Hotels Click here Band B Hotels Click here
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iMPLEMEnTinG THE DEsTinATiOn viDEO

3. When you are ready to start filming, email Marc Prager our account manager at TurnHere Productions, to confirm you are ready to start (MarcPrager@turnhere.com). Turnhere will then contact you to confirm next steps and agree a schedule for filming. Please copy your Regional Brand contact and the Concierge Programme Manager Rebecca Hawkins in your email. 4. You will be advised by Marc and the TurnHere team when your video is available to view, edit and approve. 5. Once edited, your video will be embedded within your Concierge website and also the main www.intercontinental.com website plus other commercial sites such as YouTube. They are also featured in our marketing campaigns showing on In-Flight TV screens and other online campaigns. From this point on you will be able to show your colleagues the video you have filmed. For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager Film Production Company, TurnHere MarcPrager@turnhere.com
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iMPLEMEnTinG THE PrE-sTAY EMAiL

About implementing the Pre-stay Email The Pre-Stay Email is an automatic email which goes out to guests five days prior to arrival. it is pre-written by the brand and includes the following information: 1. Our Concierge service 2. Hotel internal business ie Spa, Restaurant 3. An up-sell opportunity 4. A partnership Future guests have the option to contact the Concierge for information prior to arrival and such requests will be forwarded directly to your hotel generic concierge email address. steps to implement: The Pre-Stay Email is automatically generated all you need to do is complete the basic Concierge contact information and welcome message in HCM (see the section on Implementing the Concierge website). The Concierge generic email must be monitored hourly, and guest requests responded to within 24 hours of receipt. Here is an example of how it looks:
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iMPLEMEnTinG THE PrinTED GuiDE

About implementing the Printed Guide The Printed Guide is designed to complement your website recommendations. The Printed Guide is to be placed in all guest rooms, on display at the Concierge desk and in transfer cars if possible. These unique guides offer some of the best recommendations by the Chef Concierge and help the guest to feel connected to the destination and your hotel whilst in the comfort of their own room.
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steps to implement 1. Locate a good, reliable and accurate map of your destination. This map needs to be easy to read, cover essentials such as tourist offices, hospitals etc. Due to copyright law you cannot scan or photocopy this map. 2. If your hotel is in a very big city or your recommendations cover a very wide area, you can consider producing a larger size map. These maps are twice the standard size, but obviously will cost more. You can discuss the benefits of this with the InterContinental globally appointed map providers, Lovell Johns. 3. Post the original to our map providers, including your business card and email address: Lovell Johns: Christine Bond Lovell Johns Ltd, 10 Hanborough Business Park, Long Hanborough Witney, Oxfordshire OX29 8RU, UK The company will start to prepare the base map in the InterContinental brand standard format. 4. Approximately two weeks after sending your hard copy of a local map to the map providers Lovell Johns will email a first proof. 5. Review your guide with your GM and respond with your edits until you have a final proof which your GM should approve three rounds of edits are accounted for in the agreed costs.
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6. Click here to review the guidance notes on printing. Forward the printing guidance notes to your local printer of choice. Confirm to Lovell Johns when you are ready for print. Please copy your Regional Brand contact and the Concierge Programme Manager, Rebecca Hawkins, in your email. Your closed PDF files will be emailed to you. Hints and Tips Obtain a few versions of other InterContinental hotels printed guides to see the consistency of the product and to help understand the overall look and feel that will soon be your own guide. Print in larger quantities will be more economical in the longer term. Whilst the InterContinental Guides must be on display at the Concierge desk, it is acceptable to use alternative free maps to help direct guests towards locations they have specifically requested. For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager The map providers, Lovell Johns crissy.bond@lovelljohns.com
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iMPLEMEnTinG THE in THE KnOW GiFT

Also known as The VIP gift, or General Managers Gift, these special gifts are designed to help our guests feel more connected to the destination and to our brand. By positioning these In the Know gifts and messages as coming from our Chef Concierge, our guests will feel that the gift is more thoughtful and will be more likely to use our outstanding Concierge service. steps to implement 1. Connect with the person who makes the decision as to what the VIP gifts are. This is usually the DOSM or General Manager. 2. Understand what makes this gift special, and how this story can be told to the guest who is receiving the gift. 3. Download and review the In the Know gift card example from www.intercontinentalbrand.com. 4. Print according to your choice: professionally printed card, printed letter (in house). When gifts are placed in rooms they must ALWAYS be accompanied by a message. Hints and Tips Look at what other hotels are doing for their In the Know gifts These In the Know gifts are intended for selected guests at the hotels discretion. In most cases they will replace the more traditional in-room amenities that all of our competitors offer. Although the creation of these assets is likely to be the responsibility of Sales and Marketing or Guest Relations, it is important that the Chef Concierge is involved in the project to ensure a genuinely In the Know flavour. For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager
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iMPLEMEnTinG THE BEDTiME sTOriEs

Bedtime Stories are a series of individual local stories personalised by the Concierge and left on the bed at turndown. The guest feels connected to the location and is inspired to make contact with the Concierge team the following day. steps to implement Identify who the project owner is for Bedtime stories. It is likely that it will be the same person in the hotel that manages VIP amenities and In the Know gifts. However it is important that the Concierge team are involved in the process to help ensure an In the Know flavour. 1. The project owner must identify five to six interesting stories from the hotels local area that would appeal to as many guests as possible (you can download templates and examples of good stories on www.intercontinentalbrand.com) 2. Write stories in no more than 100 words. 3. Save your chosen stories somewhere where they are easily accessed by the relevant team members in case you choose to print a Bedtime Story on a hotel card or letterhead.
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iMPLEMEnTinG THE BEDTiME sTOriEs

4. In most cases it is recommended that you pre-print your Bedtime Stories using the story card templates provided. Select a suitable In the Know image and appoint an agency to collate and print the story cards. 5. The story should be placed on the bed at the turndown service point of the evening. 6. Each story should be rotated to ensure variety. Hints and Tips It is an option to print your stories on Concierge letterhead for a more personalized message. There is a printed template letter available on www.intercontinentalbrand.com Although the creation of these assets is likely to be the responsibility of Sales and Marketing or Guest Relations, it is important that the Chef Concierge is involved in the project to ensure a genuinely In the Know flavour. For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager UK based marketing agency jackie@hotcake-marketing.com Local agency and printer
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iMPLEMEnTinG THE iPAD

About implementing the iPad Optional Using an Apple iPad will give you an alternative high-tech opportunity to deliver more recommendations and knowledge for the guests in the concierge desk, lounge or lobby area. The use of the iPad will give an added dimension to your concierge service by offering the latest in internet information, and perfectly tailored applications to suit your business. It is recommended that guests and visitors to the lobby area/concierge desk/ lounge will be offered the use of the iPad, supervised by the Chef Concierge. Any member of the Concierge team or front desk should be able to use the tool. steps to implement Purchase your iPad(s) locally Agree which downloads/applications you want featured on the iPads Connect wth your hotel IT manager for appropriate downloads we suggest you start with www.intercontinental.com and also consider: News channels Local and national online newspapers Travel news Weather forecasts Traffic updates Assign one person in your team to have overall responsibility of the unit(s) Concierge will keep the iPads on the desk at all times, but must not be left unattended The iPads must be locked away securely at night Advise all hotel staff that this tool is in operation For any additional help or support contact your regional brand team: AMERICAS: Gary.Nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: Rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com I n t r o d uct I on | get t Ing started | ImplementatI on | Please copy into your emails: Rebecca.Hawkins@ihg.com, Concierge Programme Manager
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iMPLEMEnTinG THE COnCiErGE LOunGE

Each hotel should consider whether having a Concierge lounge would support their team in delivering In the Know positioning to our guests. The global brand team is currently compiling a set of detailed guidelines for hotels to use when considering the implementation of an InterContinental Concierge lounge. In particular, these guidelines will include direction on Design guidelines for the creation of a highly inspiring environment that allows our guests to learn more about the destination that they are in. The usage of interactive technology to enhance the In the Know recommendations that we provide to our guests. Training guidelines and Standard Operating Procedures. For further information, please contact: rebecca.hawkins@ihg.com.
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IMPLEMENTING THE CONCIERGE WEBSITE EXPLORE THE AREA

HOTEL COnTEnT MAnAGEr (HCM) HOW TO GuiDE Read this section thoroughly before starting the process of uploading content to your web pages. To gain access to HCM: AMEr region set up new Merlin profiles through: EmailNeeds@ihg.com or call 1.678.746.0477 EMEA/APAC region contact your HR department to set up new Merlin accounts Help: If you have technical problems, click on the Help button on the top right hand side of the Merlin page and that will open a self service ticket where you can detail the issue. Merlin Support will escalate as necessary.
I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e
1. Introduction
2. Whats new?
3. What you will need to do
4. HCM important features to note 5. HCM step by step to input your hotel details
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1. inTrODuCTiOn
This section offers step by step instructions on what you will need to do to update all of your Concierge recommendations and Insider Tips for the new web tools on the Explore the Area pages of www.intercontinental.com. Once you have learnt these simple steps, you will be able to log in quickly and easily and update your recommendations and the interactive map at any time, without cost to your hotel. It is essential that Concierges work together with Directors of Sales and Marketing to complete these tasks by the due date. Once the new Explore the Area section of www.intercontinental.com goes live, it will be the joint responsibility of Sales and Marketing and Concierge to ensure that your Concierge recommendations are kept continuously up-to-date and In the Know.
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2. WHATs nEW?
The Explore the Area pages on www.intercontinental.com replace your original Concierge website. These new web pages: are easy and cost-effective to implement and maintain are accessible to all visitors of www.intercontinental.com create a great user experience that none of our competitors can match. The Explore the Area pages (see image on next page) will include the following sections: A new interactive map based on Google Maps technology which features: Where to Eat and Drink Where to Shop Discover Transit Photos Wikipedia (descriptions of local In the Know destinations) Twitter (this will appear for pilot hotels and will be implemented in 2011) Destination Video Insider Tips Perfect Day It is important to remember that all viewers of the website are potential guests and therefore the information we give them must always be relevant and up-to-date. A new system called Hotel Content Manager (HCM), accessed via Merlin, will enable you to maintain your Explore the Area pages on www.intercontinental.com (see HCM image on next page). With a few exceptions, content entered via HCM will appear on the Explore the Area web pages exactly as you enter it.
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2. WHATs nEW?
Restaurant input screen in Hotel Content Manager (HCM) I n t r o d uct I on | get t Ing started |
How this will appear in Where to Eat and Drink in www.intercontinental.com ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx
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3. WHAT YOu WiLL nEED TO DO

This section outlines the process you will go through in order to update your content for the first time in HCM. Once you have done this for the first time, subsequent updates will be very quick and easy. 1. Read this section of the toolkit fully before you start, and print these pages for reference whilst you are working in HCM. 2. Ensure you have full read-write access to HCM. AMEr region: You need to set up new Merlin profiles through: EmailNeeds@ihg.com or call 1.678.746.0477 EMEA/AA/GC region: You must contact your HR department to set up new Merlin accounts. 3. Once you have access to Merlin, click on the Applications tab, then Hotel Content Manager (shown in the screen to the right).
HCM access on Merlin
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4. Look at the hotel name at the top of the HCM page to ensure it shows the hotel where you are located.
The landing page of HCM I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx
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If you have specific HCM queries go to Merlin Support (shown in the screen below).
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5. Follow the basic steps below to review your existing concierge content and make any necessary amends in HCM. Detailed instructions on how to work in HCM are provided further on in this section of the toolkit.
1. sTArT Director of Sales and Marketing and Concierge teams to agree who is responsible for what. Only upload content which has been previously drafted on the Content Template and approved by your GM/DOSM. Allow 6-8 hours of your time to complete the process. You can stop and return to HCM at any time to finish the amends.
2. LOG in TO HCM Select IC Concierge Web (below Frequent Activities). Navigate freely through the entire section. Review any existing content imported from your old Concierge Website. Revise existing content and/ or enter new content for each relevant section.
3. suBMiT COnTEnT Complete updates to all relevant fields and click the submit button to save all your changes. View the submitted Content section within the HCM home page to see the status of your updates (pending approval, or approved etc).
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6. HCM publishes content to the live site once every 24 hours. Remember, you can update the pages whenever you need to there is no restriction on the number of times you submit content and there is no cost to the hotel when you make a change. 7. Some content needs to be processed by the HCM Content Services Team before being published to the website. These fields will take longer to appear on the live website. They include: Concierge photo and signature Concierge About Me Hotel description Welcome message 8. The www.intercontinental.com site is available in Japanese, Chinese, Spanish and Korean. You should provide translations whenever possible. More information on languages is provided in the next section. If you have specific HCM queries go to Merlin Support (shown in the screen below).
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4. HCM iMPOrTAnT POinTs TO nOTE AnD FEATurEs THAT WiLL HELP YOu
This section describes some of the features available in HCM that are designed to make your job easier. 4.1. required fields For a thorough understanding of HCM, it is recommended that you take the MyLearning course available through Merlin. Go to Applications/myLearning: select By Course and enter HCM in the search. Some fields must always include content. These are called Required Fields. When you click the submit All button, the required fields will be outlined in red and a prompt of Required Field will appear when the mouse rolls over the field box. 4.2. Help button Some fields have a Help button. Click on Help to get assistance about the type of content that is expected. This Help link may also contain examples or other ideas around which you can model your own text. 4.3. usage button Some fields have a usage button. Click on usage to see a description of where the content in that field will appear on the website. 4.4. Last updated Every time you submit entries in HCM, the dates is shown on www.intercontinental.com so that all visitors to the site can see just how up-to-date your information is (see the image opposite). I n t r o d uct I on | get t Ing started |
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4.5. Content Health Monitor When you log in to HCM, the initial screen will show a Content Health Monitor, which grades the degree to which your hotels content is complete and up-to-date. Some fields in your Concierge section have a 90 day staleness indicator that will affect your Content Health Score if the information is not refreshed within the 90 day time frame.
Content Health Monitor in HCM I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e

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4.6. submitting Content After entering new data or making revisions to any existing fields, you must click suBMiT ALL when you have completed your entries. very important: Once you have clicked suBMiT ALL, wait for a second screen to confirm your submissions and then click suBMiT. if you close out of your browser or neglect to click suBMiT for this second screen, your content will not publish but will show up as an Action item in the form of updated Content That Has not Been submitted. 4.7. updating content You must keep live content up-to-date and relevant. To do this, we recommend you visit HCM on a monthly basis and refresh where you can.
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4.8. n/A not Applicable fields The N/A field is part of the Content Health Monitor. HCM expects that all fields will contain content. If you do not wish to include content in a particular field, and it is not indicated as a Required field, then you can check the N/A box for that field to remove it from the Content Health Monitor calculation. If you do not do this your Health Score may be negatively affected. important: Do not check N/A for any of the required fields noted in this training document for Concierge content in HCM. If you check N/A for a required field, it will prevent the Explore (Google) Map from displaying on www.intercontinental.com.
Example of the N/A Field in HCM
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4.9. Character Limitations on Text Fields Be mindful of the character limitations for free form text fields, like the Welcome Message or the Hotel Description. The character count for these and other text fields can be found in the bottom right corner under the text box for that field. In many cases, if you exceed the character count, even by one character, the system will not be able to validate that field and it will cause errors or design flaws to display on www.intercontinental.com. 4.10. Action item Action item content fields require follow up. Click on an action item to see a full description of the specific action that you need to take. For example: while you are updating your content, but before you submit it, your update will be added as an Action item under the heading updated Content that Has not Been submitted.
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4.11. search box The search box is available on every screen in HCM and allows you to search for specific content. For example, to find and update Insider Tips type insider tips into the search Box to obtain all content fields that are related to Insider Tips. 4.12. Locked Fields Content that has been submitted and is Pending Approval is locked and cannot be edited until it is approved. These locked fields are greyed out in HCM and appear with a small lock next to the corresponding field. In order to unlock and edit the field(s) prior to approval, you must find it under the Pending Approval section, cancel the submission, make the desired edits and resubmit. 4.13. Languages All sections that are submitted must contain an English version. Enter your content into HCM in UK or US English, whichever is more appropriate for your market. Explore the Area pages on www.intercontinental.com are also available in Korean, Japanese, Spanish and Chinese. If you wish your Explore the Area pages to contain content in any of these other languages: Click on the button/flag for that language. Type content in that language into all the fields in your new language (you will need to duplicate all the steps you took when completing the English language entries). Repeat for any other languages. notes: You are not expected to enter content in all five languages. English plus your local language (Korean, Japanese, Spanish and Chinese only) is sufficient. If you do not enter translated content into multilingual fields then that section will not display. Example: If Perfect Day is not translated then the Perfect Day tab will only display on the English version of www.intercontinental.com. On multiple-entry fields such as Restaurants, you will need to enter content for a minimum of four entries in your chosen other language for any entries to show on www.intercontinental.com.
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4.14. uploading images Uploading images is easy, simply click the Click to upload button and select the image you require from your browser. You must ensure that the images you are uploading are rights-free and of high resolution. 4.15. What to do if it times out It is important to note that the system times out after 15 minutes of inactivity. When entering a large volume of data, add a few items and then move the cursor to the search field to save the fields before continuing to update. If this happens, go to the browser and relaunch. 4.16. The importance of exact information for Google Map (Full street addresses Or Latitude and Longitude information) The new Explore the Area maps use a real-time Google application to plot your Concierge recommendations for dining, shopping and attractions in your city. While this Google application is robust, in order for it to accurately plot your recommendations on the map, it is vital that you enter either (1) the correct full street address for each recommendation OR (2) the latitude AND longitude for each recommendation in HCM.
Example of the Upload Image box in HCM I n t r o d uct I on | get t Ing started | ImplementatI on |
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GOOGLE MAP Full street Addresses In HCM, the following address fields are available for each restaurant, bar, shop or attraction: Address Line 1 (this is typically the street number and street name) Address Line 2 (suite number, district, etc) City State or Province Country Postal Code important: Notice that the address in #2 requires both city and country to locate correctly as well as an address in the native language (in this case, Cll Del Cristo. Cll is short for calle, Spanish for road). The easiest way for you to enter the right address is to open Google Maps (maps.google.com), start typing the address, and select the correct address when Google Maps starts giving predictive text suggestions (see screenshot below). Then copy and paste the best suggestion into HCM.
Google Tips In addition to needing very specific address information, in most cases, Google is looking for addresses as they would be presented in the locale. Example: in San Juan, Puerto Rico: #1 Google cannot plot this address there is not enough information: 158 Cristo Street, Old San Juan #2 Google is looking for is a complete address like this: 158 Cll Del Cristo, San Juan, Puerto Rico
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GOOGLE MAPs Longitude and Latitude information If your geographic area OR your specific recommendations for dining, shopping and attractions do not lend themselves to full street addresses, you can not enter longitude and latitude information in HCM so that Google can accurately render a point on your Explore Maps. Below is a screenshot showing where these longitude and latitude fields appear in HCM for dining, shopping and attractions, these fields appear immediately after the Country field. NOTE: To get longitude and latitude data for your recommendations from Google, you must have a Gmail account (go to gmail.Google.com to do this).
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Once you have a Gmail account, go to maps.Google.com and then select My Maps on the left navigation. Sign in with your Gmail address, and then click Browse the Directory, to find the Position Finder application. Add this to your maps. Right-click on the desired spot on the map and, from the menu, choose Whats here?. Click on the green marker to get the lat/long coordinates. On a Mac, use control-click to get the Whats Here? menu to appear.
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Longitude coordinates may appear with a minus sign in front (-) of the number. You do not need to worry about entering this minus sign in HCM, however, as long as you record the longitude information in the longitude field. 4.17. Green Back arrow Avoid using the green Back arrow. This will not take you back one page but to the start of HCM. It is therefore not recommended as an efficient tool for navigating the site. 4.18. Wikipedia The Wikipedia information that is coming through on the Explore the Area section of www.intercontinental.com is a direct feed from Wikipedia via Google. In other words, IHG does not create this content. It is created on Wikipedia.com. Wikipedia is a free encyclopedia, the content of which is created by web users. Anyone can edit pages on Wikipedia and all edits can be reversed, fixed or improved later. If you find incorrect information on Wikipedia about your hotel or surrounding area, you can make edits to these pages on Wikipedia by following the instructions outlined at the following web address: http://en.wikipedia.org/wiki/Wikipedia:How_to_edit_a_page. I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx
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5. HCM GETTinG sTArTED

This section takes you step-by-step through all the input fields in HCM, so that you can see what information you need to provide and where. This section also shows you how this information will be displayed on www.intercontinental.com. 5.1. Logging in 1. Log in to HCM using your usual IHG/Merlin username and password, and then select your region. 2. Navigate around each section by clicking these page numbers. 3. Locate Frequent Activities and select iC Concierge Web from the navigation on the left hand side of the screen.
Frequent Activities/ IC Concierge Web in HCM
Navigating around HCM
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5.2 nAviGATinG HCM

Make sure you select the correct type in the check box. Detailed Driving Directions: This section shows you how to review and 2. Review your content in any order by moving between the page numbers amend directions for driving to the hotel. listed on the top right of screen (see 5.7.1 Adding or updating Restaurant Concierge staff: This section shows you how to review, amend data). As you click through these page numbers you will see the following and upload your name, title, photo, signature and a short statement section headings: about you. Attraction Details: This section shows you how to review and iC Concierge details: This section shows you how to review and amend your top 15 sight seeing recommendations on to your amend your personalised welcome message and hotel description interactive map on www.intercontinental.com. The attractions on the website, as well as your Prestay Email Welcome Message. will be displayed in the order in which you enter them. Taxi Details: This section shows you how to review and enter local Concierge: This section shows you how to review and enter your taxi company phone numbers and other details. phone number, fax number, email address and the contact number for the local tourist office. insider Tips: This section shows you how to review and amend your Insider Tips (local culture, what to pack, did you know?) and your shopping Details: This section shows you how to review and amend descriptions for the Perfect Day. your top 15 shopping recommendations on to your interactive map. The Shopping Details will be displayed in the order in which you 3. If you have made a mistake or change your mind, it is not a problem. enter them. You can always go back into the system and make amendments at any time. restaurant Details: This section shows you how to review and 4. important note: In these images of each HCM screen, you will see that the amend your top 15 off-site restaurant and bar recommendations N/A box has been ticked against certain fields. You do not need to input on to your interactive map. The Restaurant Details will be displayed any information against these fields simply tick the N/A box exactly as in the order in which you enter them. it is important to note that you see in these examples. All other open fields need to be populated. the restaurant fields are for On-siTE and OFF-siTE restaurants. You have only 15 recommendations for OFF-siTE restaurants 1. You will be able to navigate freely through the entire HCM site. I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx
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5.2 nAviGATinG HCM
An example of N/A Field in HCM
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5.3 OnCE YOu HAvE COMPLETED YOur uPDATEs

1. While you are updating a field, but before you have submitted it, your update will be added as an Action item under the heading updated Content That Has not Been submitted. 2. Complete your updates to all the relevant fields and click the submit All button to save all your changes. 3. An orange pop-up box will alert you that your content has been submitted. 4. View the Submitted Content section within the HCM home page to see the status of your updates (pending approval, or approved etc).
For general concierge programme migration enquiries contact Rebecca.hawkins@ihg.com For HCM technical enquiries go to Merlin Support
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5.4 rEviEWinG AnD AMEnDinG ATTrACTiOn DETAiLs

This section shows you how to review and amend your top 15 sightseeing recommendations on to your interactive map. Entries made on the Attraction Details page in HCM are displayed on the Discover section of the interactive map on www.intercontinental.com. Remember that the attractions will be displayed in the order in which you enter them. It is recommended that venues closest to the hotel are at the top of the list but it is optional. 1. For each Discover Attraction, enter its: Attraction Name (this is a required field)* Full Street Address ((this is a required field)*, including: Street number and Street Name City State or Province Country Postal Code or Latitude and Longitude of Attraction (per maps.google.com) Description (this is a required field)* Phone number, including country code Image (follow the instructions in section 4.9 of this document) Website address (URL) An example of N/A Field in HCM I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e |
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5.4 rEviEWinG AnD AMEnDinG ATTrACTiOn DETAiLs

2. You can enter details for up to 15 different attractions. However, you must enter details for at least four attractions for any entries to be displayed on the website. We recommend that you use all 15 fields. 3. Tick the N/A box as per example below. 4. When you have made your entries click the submit All button. Note: Google requires very specific information in order to render points on a map. Therefore, it is vital that you enter either (1) the correct full street address for each attraction or (2) the latitude AND longitude for each attraction in HCM.
An example of Discover in www.intercontinental.com I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx

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5.5 rEviEWinG AnD AMEnDinG COnCiErGE DETAiLs

This section shows you how to review and amend your phone number, fax number, email address and the contact number for the local tourist office. Entries made on the Concierge page in HCM are displayed on the Local Essentials page of www.intercontinental.com The Local Essentials page lists useful contact information. 1. You need to complete the following fields: Phone numbers, including country codes, for: Concierge (this is a required field)* Concierge fax (this is a required field)* Front desk (this is a required field)* Tourist information Name and phone number of another helpful contact. Tick the N/A box as per example below. When you have made your entries click the submit All button. 2. Tick the N/A box as per example below. 3. When you have made your entries click the submit All button.
*
Example of Concierge in HCM
If any one of these fields is not completed, Concierge contact details will not be displayed on the web.
Example of Local Essentials on www.intercontinental.com I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e |
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5.6 rEviEWinG AnD AMEnDinG sHOPPinG DETAiLs

This section shows you how to review and enter your top 15 shopping recommendations on to your interactive map. Entries made on the shopping Details page in HCM are displayed on the Where to shop section of the interactive map on www.intercontinental.com. Remember that the shopping Details will be displayed in the order in which you enter them. It is recommended that venues closest to the hotel are at the top of the list but it is optional.
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The Where to shop map shows the location of your top 15 recommendations for interesting and In the Know places to shop, and gives your personal description of each one. 1. For each Where to shop destination, review and amend its: Shopping Facility Name (this is a required field)* Full Street Address (this is a required field)*, including Street number and Street Name City State or Province Country Postal Code or Latitude and Longitude of Attraction (per maps.google.com) Description (this is a required field)* Phone number, including country code Image (follow the instructions in section 4.11 of this document) Website address 2. You will be able to enter up to 15 entries for your site, but you must enter details for at least four for any entries to show on the website. We recommend you use all 15 fields.
An example of Shopping Details in HCM I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e |
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3. Tick the N/A box as per example below. 4. When you have made your entries click the submit All button. Note: Google requires very specific information in order to render points on a map. Therefore, it is vital that you enter either (1) the correct full street address for each shopping venue or (2) the latitude AND longitude for each shopping venue in HCM.
An example of Where to Shop on www.intercontinental.com I n t r o d uct I on | get t Ing started | ImplementatI on | b ro u g h t t o lIf e |
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5.7 rEviEWinG AnD AMEnDinG rEsTAurAnT DETAiLs

This section shows you how to review and amend your top 15 off-site restaurant or bar recommendations on to your interactive map (Where To Eat and Drink). You can also add or update the restaurant data in HCM (see 5.7.1 Adding or updating Restaurant data). it is important to note that the restaurant fields are for On-siTE and OFF-siTE restaurants. You have only 15 recommendations for OFF-siTE restaurants. Make sure you select the correct type in the check box. Entries made on the restaurant Details page of HCM are displayed on the Where to Eat and Drink section of the interactive map on www.intercontinental.com. Remember that the Restaurant Details will be displayed in the order in which you enter them. It is recommended that venues closest to the hotel are at the top of the list but it is optional.
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The Where to Eat and Drink map provides locations and descriptions of each item you submit. These items must be off-site restaurants and entered as Concierge recommendations. 1. For each restaurant or bar destination, review and amend: Restaurant/Bar name (this is a required field)* Full Street Address (this is a required field)*, including: Street number and Street Name City State or Province Country Postal Code or Latitude and Longitude of Attraction (per maps.google.com) Cuisine type from a drop down menu, or, if your selection is not available, enter your own description (this is a required field)* Price level, which gives an indication of prices at the venue (this is a required field)* Description (this is a required field)* Phone number, including country code (this is a required field)* Image (follow the instructions in section 4.9 of this document) Website address (URL) 2. Tick the N/A box as per the example below. 3. You will be able to enter up to 15 entries for your site, but you must enter details for at least four for any entries to show on the website. We recommend you use all 15 fields. 4. When you have made your entries click the submit All button. note: Google requires very specific information in order to render points on a map. Therefore, it is vital that you enter either (1) the correct full street address for each restaurant or bar OR (2) the latitude AND longitude for each restaurant or bar in HCM.
*If any one these fields is not completed, there will be nothing displayed on the web for this recommendation.
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An example of Restaurants in HCM I n t r o d uct I on | get t Ing started

An example of Where to Eat and Drink on www.intercontinental.com | ImplementatI on | b ro u g h t t o lIf e | a p p e n dIx
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5.7.1 rEviEWinG AnD AMEnDinG rEsTAurAnT DETAiLs

Data from Restaurant Details in HCM is used to promote two types of restaurants: Restaurants in a hotel or otherwise on hotel property Restaurants that are not on hotel property but in the local area or otherwise recommended by the Concierge or hotel staff. To make changes to the Restaurant data, follow these steps: 1. Using the HCM Explorer or the Search, navigate to the sub-category content field for Restaurant Details. 2. To add a new restaurant in the Restaurant Details section click on the Add Another button. And then under the Restaurant Details click on the Click to Expand link. or To update information about a restaurant in HCM, click on the Click to Expand link for the specific restaurant and modify the fields you wish to update.
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3. As you begin to enter the data for the Restaurant, please note that, while only three fields are required in HCM (Name, Description and Cuisine Type), it is recommended that you fill out as many fields as possible to inform your guests. important: The InterContinental brand requires more than three fields to be completed for OFF-siTE restaurants, as these display in a special Concierge content section on the brand website for participating hotels.
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4. It is critical that you select On-site or Off-site otherwise your Restaurants will not display on your hotels Dining page on the brand website or in the new Explore the Area (Concierge) section of same site. On-site = Hotels Dining page on www.intercontinental.com Off-site = Hotels Explore the Area page on www.intercontinental.com
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5. You can continue with this process until you have entered all of your restaurants. If you have many to enter you may want to move your cursor to the Search box every two or three entries to save the content. If you must walk away from your computer, please be sure to do this manual save so that your content is saved. HCM will time out after a period of no updates.
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6. After you have entered all of your Restaurants and you are ready to Submit Content to update the Revenue Channels, click on the submit All button on the bottom right of the screen. Please note its not necessary to submit content after every update but you can save submissions and update many fields at the same time. 7. After you have submitted your Restaurants it will go to Pending Approval as the content will need to be approved by the IC data team prior to updating the websites.
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8. Alternative steps: If you have entered content previously and would like to revert back, you may access Version History and revert back to any of the older versions in history. Locate the previous version and the Options button to the right and select Revert to this Version. Please note that when you use Version History it completely reverts back to the old version and overwrites what is currently listed. If you only need version history for a few restaurants, we recommend you copy and paste into a Word document for reference when adding back into HCM.
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5.8. rEviEWinG AnD AMEnDinG DETAiLED DrivinG DirECTiOns

This section shows you how to review and amend driving directions to the hotel. Entries made on the Detailed Driving Details (including Getting to the Hotel) page in HCM are displayed on the Local Essentials pages of www.intercontinental.com. Initially, the directions will be taken from the existing website for use in HCM, so it is important to verify that they are up-to-date.
Example of Local Essentials featuring Getting to in www.intercontinental.com
Example of Detailed Driving Directions in HCM
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5.9. rEviEWinG AnD AMEnDinG COnCiErGE sTAFF DETAiLs

This section shows you how to review, amend and upload your name, title, photo, signature and a short statement about you. Entries made on the Concierge staff page in HCM are displayed on the Welcome page (Explore Map), insider Tips page, Perfect Day page and Local Essentials on www.intercontinental.com and are also included in the Pre-stay Email. 1. Review and amend the following details: Concierge Name and title (this is a required field)* note that only one Concierge staff person will display on intercontinental.com (the first one entered in HCM) Headshot Image (this is a required field)* From chest up Black and white On white background JPG or GIF file Must be at least 85 pixels wide x 98 pixels high
*
If any one of these fields is not completed, Concierge Staff details will not be displayed on the web.
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5.9. rEviEWinG AnD AMEnDinG COnCiErGE sTAFF DETAiLs

Signature image (this is a required field)* On white background Black ink (using felt pen) is best Must be at least 355 pixels wide x 120 pixels high Short statement entitled About Me (this is a required field)* Include some interesting details about yourself that reflect your culture (place of birth, languages you speak, any awards or professional memberships that are relevant to your role, years of experience etc.) When you have made your entries click the submit All button.
*
If any one of these fields is not completed, Concierge Staff details will not be displayed on the web.
Example of Concierge Staff in HCM featuring About Me
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5.10. rEviEWinG AnD AMEnDinG iC COnCiErGE DETAiLs (THE WELCOME)

This section shows you how to review and amend your personalised welcome message and hotel description on the website, as well as your Pre-Stay Email Welcome Message. Entries made on the IC Concierge page in HCM are displayed on the Welcome page of www.intercontinental.com. 1. The Welcome Message (required field)* should be written specifically from the Concierge and not as a general hotel welcome. 2. You will see that fields for Twitter are included. Leave blank and tick N/A. This function will be tested with a number of hotels before being rolled out globally. 3. When you have made your entries click the submit All button.
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5.10. rEviEWinG AnD AMEnDinG iC COnCiErGE DETAiLs (THE WELCOME)
IC Concierge Welcome Message in HCM I n t r o d uct I on | get t Ing started

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5.11. rEviEWinG AnD AMEnDinG TAxi DETAiLs

This section shows you how to review and amend local taxi company phone number and details. Entries made on the Taxi Details page in HCM are displayed on the Local Essentials page www.intercontinental.com 1. You need to enter the following details for several taxi companies: Phone number, including country code (this is a required field)* Name of taxi company (this is a required field)* 2. When you have made your entries click the submit All button.
*
If these fields are not completed, there will be nothing displayed on the web for this recommendation.
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5.11. rEviEWinG AnD AMEnDinG TAxi DETAiLs
Example of Taxi details featured within Local Essentials on www.intercontinental.com
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5.12. rEviEWinG AnD AMEnDinG insiDEr TiPs AnD ArrAnGinG THE PErFECT DAY
This section shows you how to review and amend your insider Tips (local culture, what to pack, did you know?) and your descriptions for Perfect Day. Entries made on the insider Tips page in HCM are displayed on the insider Tips in Explore the Area on www.intercontinental.com. These entries include unique In the Know features and destinations in the location. 1. You need to enter between one and five recommendations for each of the following: Local culture tips, enter your own if a suitable description is not available on the drop down menu What to Pack ideas Did you Know? ideas. note: You must enter at least one for each of these topics otherwise the Insider Tips page will not display on the website.
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2. This section also includes fields to enable you to enter suggestions of how guests might like to spend their day. These recommendations can be entered into the Perfect Day Morning, Afternoon and Evening descriptions and will be displayed on the Perfect Day tab on the Explore the Area web pages. Note that if any one of the fields Morning, Afternoon and Evening includes a description then the other two must also be completed. 3. When you have made your entries click the submit All button.
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Example of Perfect Day (below Insider Tips) in HCM I n t r o d uct I on | get t Ing started |
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CONCIERGE BROUGHT TO LIFE

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COnCiErGE BrOuGHT TO LiFE

This Toolkit has covered every aspect of how Concierge services are delivered on property, and has included a step by step of how to implement our industry-leading Concierge assets. If you have all your assets live or ready to go COnGrATuLATiOns! The most important thing now is to make sure the Concierge programme works for you and your guests. To ensure the future success of your Concierge programme it is your responsibility to maintain and communicate the programme.
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1. MAinTAin THE PrOGrAMME

The content on your website, printed guide and video will never be outdated. Returning guests will be pleased to see new recommendations and be impressed that effort is being put in to continually revitalize the hotels local knowledge. Millions of guests see these assets and so it is critical that they are always up to date. Your web content should be reviewed monthly, and updates made. Make a test reservation every three months to test and review the Pre-Stay Email. Ask new colleagues to review all content as part of their onboarding and give suggestions for how they would update the content. Review guest feedback regularly via your Guest Satisfaction Surveys and Tripadvisor, and act on it to continually deliver a great guest experience.
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PuBLiC rELATiOns AnD sOCiAL MEDiA

Our Concierge positioning and offer is a big talking point on PR and social media platforms. Every day, PR colleagues supporting InterContinental are talking to journalists about our unique Concierge programme, directing them to our enhanced Concierge websites and iPad app. Likewise, our active social media outreach efforts (via twitter and facebook) means we are posting frequent links to our websites, and inviting travel enthusiasts to view our content in detail. This means that even more than before, its essential that you regularly update those pages, ensuring content remains current and that any outdated recommendations are removed. Keeping content updated is one way of ensuring your hard work does not attract any negative publicity on the programme being unreliable and inaccurate. - Exposure to your personalities on the web and the iPad app means you may be approached at desk/lounge by guests, bloggers, journalists. Always be prepared to welcome these impromptu interactions, and speak positively about your unique role.
Social Media Considerations Social media is becoming an increasingly important communications and interaction platform, reaching even high net worth travellers who stay in our hotels and are familiar with our Concierge programme We have a Concierge specific twitter feed for InterContinental, which regularly interacts and engages with updated Concierge content. Whilst we do not expect every Concierge to tweet at this point, we encourage you to visit this twitter feed regularly to understand whats being posted and spoken about. If you have ideas or content to contribute on social media, or would like to learn more about how you can play a bigger role on this new space, please speak to your hotel PR head, or contact Charles Yap (charles.yap@ihg.com).
PR Considerations You are an ambassador for the InterContinental brand, and may be called upon for interviews with the media to discuss the unique aspects of the InterContinental Concierge programme. Work with your PR Manager to develop a set of positive key messages which you should always keep in mind. I n t r o d uct I on | get t Ing started |
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THAnK YOu
For any further support on the Concierge programme, contact: Your regional brand team: AMEriCAs: Gary.nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: rebecca.Hawkins@ihg.com, Concierge Programme Manager
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APPENDIX
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inTErCOnTinEnTAL COnCiErGE PrOGrAMME AGrEEMEnT

The Programme Overview During the global repositioning project for the InterContinental brand, it was agreed, in order to bring the In the Know positioning to life in the hotels, there would be a focus on the services of our Concierge teams. The objective was to enhance and celebrate a service that truly manifested the brands ability to deliver authentic and enriching experiences during a guests stay providing the knowledge and expertise of our Concierge teams to the guest when they need it most. Guest research has proven this to be a great success. With over 140 hotels implemented into the programme, the Concierge Programme is now a global brand hallmark for InterContinental Hotels and Resorts and is mandatory for all existing and new hotels. The programme features six main assets: Concierge website tools Pre-Stay Email prompting the guest to contact the Concierge Printed Guide Destination Video In the Know Gift Bedtime Stories Such is the success and popularity of the Concierge Programme the assets are now being used for marketing campaigns both regionally and globally reaching millions of potential new guests. I n t r o d uct I on
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As a global brand hallmark it is essential that we measure our progress and several metrics have been put into place to do this. Your hotels Concierge satisfaction scores and Concierge assets click through rates will be shared with you and your regional team on a regular basis. Resources for planning and maintaining all key elements of the programme are available on Brand Central and www.intercontinentalbrand.com. These resources include: key contacts for global and regional brand team, and Concierge advisory board members regular newsletters brand guidelines Your Regional brand teams support you with the implementation and maintenance of the programme within your hotel. The hotel is responsible for funding all programme assets.
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Ongoing Commitment The Concierge Programme is a global brand hallmark for InterContinental Hotels and Resorts and an essential step in delivering a differentiated guest experience. As a result it is important that the programme is kept fresh and alive within your hotel year on year. This means keeping your website, printed guide and videos continually updated. Hotel Category With strong evidence of consumer engagement in the Concierge assets and our increasing use of them in consumer communications, it is vitally important that the assets are kept up to date and relevant. In order to best manage the cost implications of updates for hotels, all properties have been split into two groups based on feedback from their regional teams.
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Band A Hotels Hotels in key global destinations, flagship hotels or simply hotels with a very well-established and stable Concierge team whom we are proud to promote. Video and Printed Guide must be updated every two years. The video is presented by the Chef Concierge who is featured by name and by title. The video MUST be reshot if the Chef Concierge changes. Band B Hotels Hotels in secondary destinations, or hotels that have no Chef Concierge position in place at the time of shooting. Video and Printed Guide must be updated minimum every four years. The video will not necessarily feature the Chef Concierge by title. The video host (which could still be a Chef Concierge if appropriate) will be presented by their name and as A member of the Concierge team. This provides more flexibility in the choice of presenter and more longevity for the video should the presenter of the video leave the hotel. Your regional marketing team will have advised the global brand team whether your hotel is a category A or B. This is particularly important for the video refilming schedule. If you have been selected as a category B hotel, you may have the option to upgrade to category A.
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DECLArATiOn
I have read all the supporting information and agree to the programme start up and ongoing costs according to the brand standards: i agree to the selected category: Band A: signed General Manager (print name) Date start date for new hotels
Full Hotel Name Hotel Mnemonic (Holidex) Name of Chef Concierge Concierge Phone Number Concierge Email Concierge Title Hotel Address Hotel Type (Hotel, Beach Resort, Mountain Resort) Hotel Phone Hotel Fax Hotel Email General Manager General Manager Email Sales and Marketing Contact Name Sales and Marketing Contact Title Sales and Marketing Email Address Sales and Marketing Phone Number
Band B:
Please Click here here to access and complete this programme agreement form, which your GM should approve and submit via email.
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INTERCONTINENTAL CONCIERGE VIDEOS
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inTErCOnTinEnTAL COnCiErGE viDEOs viDEO GuiDAnCE nOTEs CATEGOrY A HOTELs

Overview: InterContinental Hotels and Resorts has teamed up with TurnHere Productions and TurnHeres global network of professional independent filmmakers to create short online videos as part of the new InterContinental Concierge Programme. The intent is for these 4-5 minute videos to be narrated by an InterContinental Concierge, with each video featuring authentic and local destinations and unique experiences including restaurants, nightlife, shopping and In the Know attractions. What is the goal of this video? Through our partnership with TurnHere, InterContinental wants to bring unique travel experiences to life through the lens of the Hotel Concierge and local people in the destination. The goal of each video is to: 1. Show (versus tell) how InterContinental and its staff are In the Know and can help its guests experience the destination in a unique and memorable way. 2. Help stimulate the desire to travel for InterContinentals target customer. 3. Differentiate InterContinental from other upscale hotel brands.
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What is the production process? This handout has been drafted for the Hotel Concierge. It explains about the video, about the production process and what the Concierge should expect as a key contributor to the videos success. scheduling the shoot In select cases, a filmmaker may have to travel to your destination. In these instances, it will be most appreciated if you can help arrange accommodations (a separate note will go out to General Managers about billing for these accommodations). In addition to any filmmaker travel, please be aware shoot schedules must juggle a number of variables including: weather availability of the filmmakers your availability willingness and availability of locations for shooting (e.g. nights and weekends are busy for restaurants so coordinating in advance is key for maximum cooperation). Planning the shoot (Pre-Production) The following outline provides a list of general steps for planning the shoot: 1. TurnHere makes initial contact with hotel (Concierge, manager or other designated hotel employee) to inquire about potential shooting dates and related considerations that could impact the shoot. 2. Based on the information received, TurnHere will put one of its filmmakers in direct contact with the hotel to start pre-production. Working via phone, email or in-person, filmmaker will work directly with Concierge or hotel designee to determine the best places to shoot and what special In the Know comments the Concierge will convey about each place. 3. Filmmaker creates a shoot schedule and confirms agreement with Concierge. 4. Concierge contacts the destinations/venues to get clearance (and signed releases) for video shoot per schedule. It is ideal to send a copy of the Location Release to the locations for signing in advance of the shoot (each shoot on private property requires a signed location release).
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special Considerations in Pre-Production Who will host the video? The hotels Chef/Chief Concierge will be the on-camera host in the video. Languages and accents The audio for this Concierge Video series is in English only. Therefore, it is important that accents are easily understood in English. If you have a strong accent, it may be necessary to use another member of the Concierge team or hotel staff person to share the on-camera duties. If this is the case for your video, you or the filmmaker should bring this up during pre-production so alternative solutions can be identified before the shoot begins. Local people By watching a few of the videos on InterContinentalVideo.com, you will notice that they often include soundbites of local people mixed together with the Concierges comments. This brings dimension and authenticity to the videos. If you or your team know of locals who can support the video, this will be most helpful to identify in pre-production.
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The shoot A couple of key points about the shoot itself: 1. Please plan at least two days for shooting the video with the filmmaker. 2. Relax It is the filmmakers job to make you, the Concierge, look good on camera. He/she will help you craft soundbites that are succinct and give context and meaning to the visuals being shot. Youll have the opportunity to practice and do multiple takes so dont be overly concerned about the camera only the best takes will be used. Just focus on conveying the knowledge and passion you have about your city and the filmmaker will handle the rest. 3. Attire Please wear smart casual attire (no jeans) that is appropriate to your locale. Please do not wear uniforms, suits or ties for the shots away from the hotel (we want viewers of this video to see you as an approachable, friendly local). 4. Since the videos are about the destination, not the hotel, there will be minimal shooting in the hotel itself (probably just the lobby and front entrance). With this, we do not expect the video shoot to cause any operational interruption to the hotels normal daily activities. video Treatment (Creative Brief ) The footage from each destination shoot will be edited into a 3-4 minute video made up of four (:30-:45 second) modules (or chapters) covering specific topics like those being displayed on the Concierge websites (e.g. local dining, shopping, discover). Each of the four chapters should contain two to three venues or Insider Tips with supporting visuals. The filmmakers will work with the Concierge (and designated hotel staff ) to determine what four chapters are most relevant, authentic and visually appealing for that particular destination (e.g. shopping might not work for a remote resort destination). Wherever possible, however, we would like Chapters #1, #2 and #3 to be priority considerations when deciding what to shoot.
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Module #1 Around the Hotel This module is intended to give context to the hotel as a hub for many great experiences and set the stage for talking about some of the most authentic things to do in the immediate locality of the hotel (e.g. what to explore immediately around the hotel, safe running routes, pretty walks, a nice caf round the corner). In every case that is aesthetically and operational possible, wed like this module to begin with the Concierge walking out of the front of the hotel (with a shot of the InterContinental logo or sign). See Washington DC film as example. Module #2 Dining To the extent possible, we want to focus this module on evergreen dining experiences mainly to increase the lifespan of the film with visuals and Insider Tips that are not subject to fickle trends or restaurants that may not be around in a year. We suggest two possible approaches: 1. Dining Experiences possibly defined by neighbourhood or dominant theme such as the caf culture in Paris or the special traditions of eating Moroccan or Indian food (e.g. sitting on the floor, using your hands). 2. Unique Restaurants that are a reputable known attraction but have an unknown tip or feature, cater to a particular mindset or come with a recommendation for the best day/time to go, etc. I n t r o d uct I on
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Module #3 shopping Experiences Areas/neighbourhoods, boutiques, markets, local designers. (Most relevant to city centres, not resorts.) a. Local Secrets This segment is all about taking a piece of the experience home with ideas on where to go shopping off the beaten track places that offer a local flair, e.g. little-known antique shop that sells locally-made furniture. What is that culture known for in terms of retail trade? Clothing? Rugs? Furniture? For example, if it was Bangkok, where would be a good place to go for authentic Thai silk, antique artifacts, home dcor, etc? Module #4 Discover This section is a bit of a catch-all that reveals special places or something different that makes the destination interesting with this module it is equally important to highlight little local and little-known facts that you have picked up about the city/hotel/people (e.g. Stone Mountain in Atlanta is the largest piece of granite in the world).
Module #5 Where the Crowds Go We recognise that some guests will still want to visit the Eiffel Tower when in Paris and the London Eye when in London this module offers Insider Tips on these top attractions to help our guests get a better experience b. Key Shopping Areas While the most interesting and undiscovered places (e.g. how to avoid the queues, get a better view/deal). Example: Maybe make a better story, we know some guests will still want to visit main theres a part of an attraction that should not be missed, e.g., if its an art shopping areas/markets this segment is only valuable if the film can gallery then recommend where the must-see works are and when the best capture true Insider Tips on these areas (e.g. what should be avoided, easiest way to get there, what is little known about the area, why go there?). time would be to beat the crowds to them. Include whether guests will have to book ahead, etc and whether you can arrange anything for them. Module #6 Happening Places This module is all about energy showing and talking about the happening, must-see music venues, theatre districts, art galleries, etc. For example, getting a sense of Times Square and the Broadway theatre district in NYC... be sure to capture a unique facet or offer some special advice when highlighting these places. I n t r o d uct I on | get t Ing started | ImplementatI on | b r ou g h t t o lIf e | a p p e n dIx
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Module #7 in the Know a. Local Culture info about tipping, language, getting around taxis, walking, other policies like Sunday closings for shops, nightlife). b. Did You Know? (traditional customs that can be visually captured e.g. nightlife in Rome doesnt start until 12 am, only certain sections of Paris are open for retail on Sundays, so see the Concierge for a plan). Module # 8 Art/History/Culture If the city you are filming is known for its architecture, key historical landmarks or rich cultural heritage, this module could be a montage of these sights, with the Concierge seen on-camera at select places and with a voice-over script calling out the names and special information for some (or all) of the featured sights.
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inTErCOnTinEnTAL COnCiErGE viDEOs viDEO GuiDAnCE nOTEs CATEGOrY B HOTELs

Overview: InterContinental Hotels and Resorts has teamed up with TurnHere Productions and TurnHeres global network of professional independent filmmakers to create short online videos as part of the new InterContinental Concierge Programme. The intent is for these 4-5 minute videos to be narrated by an InterContinental Concierge, with each video featuring authentic and local destinations and unique experiences including restaurants, nightlife, shopping and In the Know attractions. What is the goal of this video? Through our partnership with TurnHere, InterContinental wants to bring unique travel experiences to life through the lens of the Hotel Concierge and local people in the destination. The goal of each video is to: 1. Show (versus tell) how InterContinental and its staff are In the Know and can help its guests experience the destination in a unique and memorable way. 2. Help fuel the fantasy of travel for InterContinentals target guest. 3. Differentiate InterContinental from other upscale hotel brands. What is the production process? This handout has been drafted for the Hotel Concierge. It explains about the video, about the production process and what the Concierge should expect as a key contributor to the videos success. scheduling the shoot In select cases, a filmmaker may have to travel to your destination. In these instances, it will be most appreciated if you can help arrange accommodations (a separate note will go out to General Managers about billing for these accommodations). In addition to any filmmaker travel, please be aware shoot schedules must juggle a number of variables including: weather availability of the filmmakers your availability (and other staff who may appear on-camera) willingness and availability of locations for shooting (e.g. nights and weekends are busy for restaurants so coordinating in advance is key for maximum cooperation).
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Planning the shoot (Pre-Production) The following outline provides a list of general steps for planning the shoot: 1. TurnHere makes initial contact with hotel (Concierge, manager or other designated hotel employee) to inquire about potential shooting dates and related considerations that could impact the shoot. 2. Based on the information received, TurnHere will put one of its filmmakers in direct contact with the hotel to start pre-production. Working via phone, email or in-person, filmmaker will work directly with concierge or hotel designee to determine the best places to shoot and what special In the Know comments the Concierge will convey about each place. 3. Filmmaker creates a shoot schedule and confirms agreement with Concierge (or hotel designee). 4. Concierge (or hotel designee) contacts the destinations/venues to get clearance (and signed releases) for video shoot per schedule. It is ideal to send a copy of the Location Release to the locations for signing in advance of the shoot (each shoot on private property requires a signed location release).
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special Considerations in Pre-Production Who will host the video? The GM or DOSM or other Director should choose the person on the Concierge team or other hotel team member who will make the best on-camera presenter. If the Chef/Chief Concierge is the optimal presenter, that is fine, the important thing is that they are presented (by themselves and in the lower-third graphic) as a Concierge Team Member. The goal is to ensure a longer life of the video in the event that the Chef Concierge leaves his/her position at the hotel. Languages and accents The audio for this Concierge Video series is in English only. Therefore, it is important that accents are easily understood in English and that the presenter is selected with this in mind. Local people By watching a few of the videos on InterContinentalVideo. com, you will notice that they often include soundbites of local people mixed together with the Concierges comments. This brings dimension and authenticity to the videos. If you or your team know of locals who can support the video, this will be most helpful to identify in pre-production. The shoot A couple key points about the shoot itself: 1. Please plan at least two days for shooting the video with the filmmaker. 2. Relax It is the filmmakers job to make the presenter look good on camera. He/she will help you craft soundbites that are succinct and give context and meaning to the visuals being shot. Youll have the opportunity to practice and do multiple takes so dont be overly concerned about the camera only the best takes will be used. Just focus on conveying the knowledge and passion you have about your city and the filmmaker will handle the rest. 3. Attire Please wear upscale casual attire that is appropriate to your locale. This could be casual slacks and a nice shirt or casual sport coat or tailored jacket. Please do not wear uniforms, suits or ties for the shots away from the hotel (we want viewers of this video to see you as an approachable, friendly local). 4. Since the videos are about the destination, not the hotel, there will be minimal shooting in the hotel itself (probably just the lobby and front entrance). With this, we do not expect the video shoot to cause any operational interruption to the hotels normal daily activities.
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video Treatment (Creative Brief ) The footage from each destination shoot will be edited into a 3-4 minute video made up of four (:30-:45 second) modules (or chapters) covering specific topics like those being displayed on the Concierge websites (e.g., local dining, shopping, discover). Each of the 4 chapters should contain 2-3 venues or Insider Tips with supporting visuals. The filmmakers will work with the Concierge (and designated hotel staff ) to determine what four chapters are most relevant, authentic and visually appealing for that particular destination (e.g. shopping might not work for a remote resort destination). Wherever possible, however, we would like Chapters #1, #2 and #3 to be priority considerations when deciding what to shoot.
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Module #1 Around the Hotel This module is intended to give context to the hotel as a hub for many great experiences and set the stage for talking about some of the most authentic things to do in the immediate locality of the hotel (e.g. what to explore immediately around the hotel, safe running routes, pretty walks, a nice caf round the corner). In every case that is aesthetically and operational possible, wed like this module to begin with the Concierge walking out of the front of the hotel (with a shot of the InterContinental logo or sign). See Washington DC film as example. Module #2 Dining To the extent possible, we want to focus this module on evergreen dining experiences mainly to increase the lifespan of the film with visuals and insider tips that are not subject to fickle trends or restaurants that may not be around in a year. We suggest two possible approaches: 1. Dining Experiences possibly defined by neighbourhood or dominant theme such as the caf culture in Paris or the special traditions of eating Moroccan or Indian food (e.g. sitting on the floor, using your hands). 2. Unique Restaurants that are a reputable known attraction but have an unknown tip or feature, cater to a particular mindset or come with a recommendation for the best day/time to go, etc. I n t r o d uct I on
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Module #3 shopping Experiences Areas/neighbourhoods, boutiques, markets, local designers. (Most relevant to city centres, not resorts.) a. Local Secrets This segment is all about taking a piece of the experience home with ideas on where to go shopping off the beaten track places that offer a local flair, e.g. little-known antique shop that sells locally-made furniture. What is that culture known for in terms of retail trade? Clothing? Rugs? Furniture? For example, if it was Bangkok, where would be a good place to go for authentic Thai silk, antique artifacts, home dcor, etc? b. Key Shopping Areas While the most interesting and undiscovered places make a better story, we know some guests will still want to visit main shopping areas/markets this segment is only valuable if the film can capture true Insider Tips on these areas (e.g. what should be avoided, easiest way to get there, what is little known about the area, why go there?).
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Module #4 Discover This section is a bit of a catch-all that reveals special places or something different that makes the destination interesting with this module it is equally important to highlight little local and little-known facts that you have picked up about the city/hotel/people (e.g. Stone Mountain in Atlanta is the largest piece of granite in the world). Module #5 Where the Crowds Go We recognize that some guests will still want to visit the Eiffel Tower when in Paris and the London Eye when in London this module offers insider tips on these top attractions to help our guests get a better experience (e.g. how to avoid the queues, get a better view/deal). Example: Maybe theres a part of an attraction that should not be missed, e.g. if its an art gallery then recommend where the must-see works are and when the best time would be to beat the crowds to them. Include whether guests will have to book ahead, etc and whether you can arrange anything for them.
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Module #6 Happening Places This module is all about energy showing and talking about the happening, must-see music venues, theatre districts, art galleries, etc. For example, getting a sense of Times Square and the Broadway theatre district in NYC... be sure to capture a unique facet or offer some special advice when highlighting these places. Module #7 in the Know a. Local Culture info about tipping, language, getting around taxis, walking, other policies like Sunday closings for shops, nightlife b. Did You Know? (traditional customs that can be visually captured e.g. nightlife in Rome doesnt start until 12 am, only certain sections of Paris are open for retail on Sundays, so see the Concierge for a plan) Module # 8 Art/History/Culture If the city you are filming is known for its architecture, key historical landmarks or rich cultural heritage, this module could be a montage of these sights, with the Concierge seen on-camera at select places and with a voice-over script calling out the names and special information for some (or all) of the featured sights.
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INSTRUCTIONS FOR PRINTING GUIDES LOCALLY
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insTruCTiOns FOr PrinTinG GuiDEs LOCALLY

Please use this document to ensure adherence to InterContinental Brand Standards iTEM selecting a local printer sTAnDArD Before choosing your printer, we recommend your hotel request: 1) A sample of their work showing a 4 colour work 2) A sample of their folded work 3) Before authorising printing permission, request to see a hard copy print before giving permission to run a 2000 or 5000 print run. 4) Where possible, check with a neighbouring InterContinental Hotel to determine if they need to conduct a print run as printing definitely becomes cheaper with volume. 100gsm Claro Silk The mill brand name is EuroArt Plus (In the USA this paper can be purchased from Lindenmeyr, MAC Papers, Millcraft, Shaughnessy or Olmsted Kir) (An alternative to 100gsm Claro Silk is PolarStar + Silk produced by Moorim from Korea) iTEM Paper size and folds sTAnDArD Standard Size Guides are A3 size (420mm x 297mm) with 8 panels. The Guide is presented in 2 rows x 4 columns. Larger Size Guides are 525 x 445.5 with 15 panels. Larger Guides are 3 rows x 5 columns. The folds are along the 525 mm side, every 105mm; and along the 445.5 side every 148.5 mm. Printing is carried out in CMYK 4 colour printing of Cyan, Magenta, Yellow and Black (K). (The CMYK breakdown of the colours is used rather than the specific pantone as is shown on the InterContinental Brand website). Charcoal is C0 M0 Y15 K82 White is actually no colour or absence of colour of C0 M0 Y0 K0 The InterContinental Logo and all Gold on the guide as CMYK breakdown is C0 M8 Y60 K38 Warm Grey is C2 M5 Y10 K3 | b r ou g h t t o lIf e | a p p e n dIx
Colour palette
Paper quality
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iTEM Colour palette sTAnDArD The 4 colours of the dots on the Directory and correlated on the Map are: Discover C0 M56 Y100 K8 (orange) Eat and Drink C0 M3 Y100 K30 (yellow) Where to Shop C55 M19 Y0 K0 (blue) In the Know C40 M0 Y100 K38 (green) The 6 resort colour option for InterContinental Resorts is contained on the InterContinental Brand website, as is the Colour Palette. If you are a resort style hotel, you must ensure the colour selected is approved in accordance with your resort style and existing collateral. The CMYK Breakdown is: Orange C0 M76 Y100 K3, (eg. Al Ain Guide) Brown C23 M36 Y43 K66, (eg. Mar Menor Guide) Fuchsia C16 M100 Y11 K43, (eg. Bali Guide) Blue C100 M49 Y12 K58, (eg. Berchtesgarten Guide) Azure C100 M11 Y28 K20, (eg. Cancun Guide) Green C48 M11 Y98 K70, (as yet to produce this guide) I n t r o d uct I on
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iTEM Before authorising the print run
Before authorising the print run
sTAnDArD The Printer should forward you a proof of the print file (Map side and Reverse side (which has the copy and the front cover of the guide displayed), so you can have one final check and OK before the print run is actioned. On occasions print files can be corrupted when uploaded to print ready folders so it is important that you check what will be printed. The following is not an exhaustive list, but provides some direction as to things to look at before you approve the printer to hit the printing press: 1) Is the Guide printed the right way up? (On a standard size Guide on the Map side, the top of the map should be the most furtherest away from the Directory) 2) Bleed. (Are the print boundaries correctly established, ensuring no white space will show on the printed Guide) 3) Although this should have been approved already, give one final check that the content is correct there are no spelling mistakes on street names, telephone numbers, restaurant names, and all the dots are in the correct location. | b r ou g h t t o lIf e | a p p e n dIx
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iTEM Before authorising the print run sTAnDArD If any of these need to be changed, you must advise Lovell Johns (crissy.bond@lovelljohns.com) who will send you an updated file. 4) This should also have been checked but ensure the correct photo image is on the Reverse side which will be the Front Page of your Guide. Also check that key points of interests (POIs) are all there ie on the Map side hotel logo, scale, north direction, key. It is always better to have two sets of eyes doing this print proofing task rather than one.
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THAnK YOu
For any further support on the Concierge programme, contact: Your regional brand team: AMEriCAs: Gary.nuzum@ihg.com EMEA: Lianne.Corriette@ihg.com AA: rowena.Chan@ihg.com GC: Aster.Zhao@ihg.com Please copy into your emails: rebecca.Hawkins@ihg.com, Concierge Programme Manager
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Concierge Programme Toolkit6

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Concierge Programme Toolkit6

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concIerge programme toolkIt

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HOME welcome and contents

1. Introduction to InterContinental Concierge

3. Implementing the Concierge assets

4. Concierge brought to life

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HOME welcome and contents

1. Introduction to InterContinental Concierge

3. Implementing the Concierge assets

4. Concierge brought to life

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INTRODUCTION TO THE INTERCONTINENTAL CONCIERGE PROGRAMME TOOLKIT

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WHY DO WE HAvE THE inTErCOnTinEnTAL COnCiErGE PrOGrAMME?

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WHAT is THE BEnEFiT TO THE GuEsT?

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HOW CAn WE BE surE THAT WE ArE TruLY in THE KnOW?

The questions we need to ask are whether it is:

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WHAT ArE THE AssETs WHiCH suPPOrT THE PrOGrAMME?

in the Know Gift

From your InterContinental Concierge

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THE GuEsT JOurnEY

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WHY DO WE HAvE THE inTErCOnTinEnTAL COnCiErGE PrOGrAMME?

Leverage the knowledge and skills of Concierge teams to provide an enhanced

WHAT ArE THE iMPLEMEnTATiOn sTEPs?

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WHAT ArE THE iMPLEMEnTATiOn sTEPs?

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WHAT ArE THE iMPLEMEnTATiOn sTEPs?

in the Know gift development

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Head of sales and Marketing

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IMPLEMENTING THE CONCIERGE ASSETS

5. In the Know Gift

From your InterContinental Concierge

9. Concierge Website Explore the area

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft

iMPLEMEnTinG THE DEsTinATiOn viDEO

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft

iMPLEMEnTinG THE DEsTinATiOn viDEO

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft

iMPLEMEnTinG THE PrE-sTAY EMAiL

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InformatIon collectIon | destInatIon vIdeo | pre-staY emaIl

| prInted guIde | In the know gIft