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InterContinental Hotels and Resorts

We know what it takes Inspiring 40,000 staff in 140 hotels across 65 countries

We know what it takes is a unique, ambitious and highly successful global training programme developed by consulting and learning specialists Academee in partnership with InterContinental Hotels and Resorts, one of the world's most prestigious hotel brands. It currently holds the award for 'Excellence In Training and Development' from the Hotel and Catering Personnel and Training Association (HCPTA) Awards for Excellence.

The Challenge

InterContinental was in steady decline in occupancy and faced considerable organisational challenges. Extensive research revealed that the brand was becoming less relevant to business travellers and that staff lacked clear direction and international cohesion, affecting morale and ability to deliver a premium experience.

Following this research, InterContinental launched a major change initiative in 2002, 'Reshaping the world of InterContinental,' with the aim of attracting a new type of guest into its hotels. The We know what it takes training programme ensured the success of the reshaping initiative by motivating and inspiring 40,000 staff in 140 hotels across 65 countries.

The Objectives

• To support the external advertising programme that also makes the promise, 'We know what it takes'
• To create a training programme that was inspiring yet implementable, relevant to all cultures and to every level of the organisation
• To change the style of customer service, creating a shift away from a traditional and formal style towards very specific, targeted, more relaxed service
• To help all staff understand the reasons for change, create excitement and encourage buy-in
• To align 40,000 employees behind a specific goal
• To revitalise and remotivate the workforce.

The Team

The project leader was Jacqueline Moyse, InterContinental's director of operational marketing. Moyse has a unique role as part of InterContinental's marketing team, with responsibility for translating brand initiatives into inspiring yet practical internal communications and training programmes.

Academee, InterContinental's key consultancy and training partner for We know what it takes, provided initial consultancy, developed the training materials, facilitated key regional meetings, delivered 'Train the Trainer' programmes to all hotel training managers and project managed the entire programme. They helped integrate the overall supplier team of printers, translators and logistics. In addition, they managed an online helpdesk facility and produced regular staff newsletters.

InterContinental's three area directors of training also helped drive the programme, which was championed worldwide by the CEO, Tom Oliver and brand president, John Wright.

Hotel general managers (GMs) championed the training in each hotel, introduced each training session, briefed hotel management teams and had ultimate responsibility for ensuring training was delivered successfully.

157 change agents, mainly training managers, were identified to make change happen on a daily basis. These agents work alongside the GMs, acting as consultants and advisors as well as delivering most of the practical training.

The Timescale

April 2002:

We know what it takes is launched to 140 general managers and 100 regional support staff during two-day meetings in Miami, London and Hong Kong.

April/May 2002:

157 change agents attend one of nine 'Train the Trainer' workshops held over a four week period in nine locations worldwide.

May 2002 - ongoing:

A regular internal communications campaign to communicate key training messages to all staff, celebrate success and maintain momentum.

June - August 2002:

Change agents facilitate service delivery and culture training for all hotel staff.

19 September 2002:

Global staff launch. Six months of intense training culminates in what is believed to be the world's biggest simultaneous training session: to support the host of new global service initiatives being launched the same week, all 40,000 InterContinental staff join together across the globe in a huge training and celebration event.

February 2003 - ongoing:

Stage 2 training is reviewing, hotel by hotel, where they are with implementation, and providing any additional learning materials and support needed to help achieve outstanding targets. Measurements are in place to ensure that each hotel is delivering on the brand promises.

The Benefits

Staff motivation and buy in:

An internal audit of company staff shows that the programme is uniting different stakeholders behind the key brand promises.

Training evaluation:

• Overall rating for the programme was 68% excellent and 32% good
• Material was rated 66% excellent and 29% good
• 67% of hotels felt they had received great support in implementing the programme and 33% felt supported
• Launch events were rated as 85% excellent and 15% good
• Change agents were asked 'How was the year for you?' 70% rated 'Awesome,' 30% 'Great,' with 0% for 'OK' or 'Awful'
• The What it takes staff newsletter was recently recognised by the League of American Communications Professionals Inspire Awards.

Key Performance Indicators demonstrate:

• Comparable company managed InterContinental hotels reported stronger revenue growth than the Upper Upscale hotel segment in the US (IC: +29.2%, Upper Upscale: +12.6%. RGI, end of October '02). These hotels enjoyed their highest occupancy since November 2000, and their highest average rates since May 2001
• Overall brand occupancy has grown +3.6pp September - November 2002
• Overall brand RevPar has grown +$6.5 September - November 2002
• Overall brand ADR has grown +$4.3 September - November 2002

Guest satisfaction:

The Overall Satisfaction Index (OSI) for the three months after launch shows improvements in guest satisfaction in all three geographical regions: Americas +7%; EMEA +12%; Asia Pacific +2.5%.

Brand awareness:

Research shows that We know what it takes has proved successful in reversing long-term declines and increasing brand awareness amongst the target audience.