Prevue September-October 2014 - (Page 12)
fresh meets
InterContinental Hotels
The Group Unveils New Small-Meeting Sales Tool
InterContinental Times Square
I
n an effort to educate its meetings sales staff in specific
industry niches and personalize the sales process,
InterContinental Hotels launched the IHG Meeting Sales
Strategy and a digital sales portal called IHG Meeting Point-
positioned as an "industry-first, sector-focused, turnkey small
meetings solution."
Meeting Point is a simplified suite of tools designed
to streamline the sourcing process for planners in the
pharmaceutical, automotive, energy and healthcare industries. It
also acts as an information hub for IHG sales teams in the rapidly
growing knowledge-sharing economy, to help them speak the
language of those specific industries.
The demand is based on a longtime challenge in the MICE
industry where planners have had to constantly educate hotel
sales staff on the nuances of their specific fields of business.
"This way, our clients are talking to someone who
understands their world and their needs," says Ingrid QuimbyHigh, director of groups/meetings worldwide sales for
InterContinental Hotels.
Previously, IHG sent a 150-page sales education binder to
each hotel, including policies for both general meeting sales and a
few for specific verticals. With the new portal, information can be
accessed and updated much more thoroughly and quickly. The
goal is to differentiate IHG from competing brands by establishing
a standard set of specialized services to drive loyalty and repeat
business within the individual sectors.
For example, the heavily regulated pharma and medical
industry meetings environment is frequently undergoing
compliance updates. This type of information is constantly
updated at IHG Meeting Point, providing a customized, higher
quality sales experience.
"Our sales teams can use the tools we've developed as
part of this strategy to increase their value to existing and new
customers, while building preferred positioning of our meeting
space for those customer's sectors," explains Quimby-High. "Our
hotels really needed access to extensive and legitimate education
on each of these sectors."
In addition, the new platform provides cost savings by
making sourcing, contracting and payment more efficient. It also
mitigates risk for both parties with the end goal of improving the
day-to-day lives of meeting professionals who are often being
asked to do more work with less resources.
The new sales strategy encompasses all nine brands under
the IHG flag. As it's being rolled out, those hotels most active in
the different sectors are benefiting the most. We asked QuimbyHigh what the feedback has been so far from planners.
"Our industry meetings approach has been very well
received by both our clients and hotels alike," she says. "Our
clients told us repeatedly that they needed an easier solution to
help both their full-time planners and their occasional planners to
streamline the process for small meetings."-Greg Oates
ihg.com
IHG Meeting Point
A turnkey process which helps reduce the time
and effort involved in delivering a small meetings
experience; uniquely designed to support any
meetings consolidation program or SMMP
Master Services Agreements with a small meeting
clause and simplified, fair terms and conditions to
enable faster negotiations, streamlined contracting
process and less risk for key clients
Simpler proposal and payment processes to help
clients maximize cost control and minimize overall
planning through per-person priced meeting
packages
An online portal dedicated to the extensive education
of hotel sales teams to allow them to become a
trusted advisor to their clients.
12 | prevue magazine
12-13_Fresh.indd 12
9/4/14 12:40 PM
http://www.ihg.com
Table of Contents for the Digital Edition of Prevue September-October 2014
Planner’s Pick: The London, Los Angeles
Fresh Meets: InterContinental Hotels
Bureau Buzz: Oakland CVB
Good Business: Virginia Beach CVB
Sea Shores: Meetings 2.0
The Future of Meeting Design
THE WEST
On Location: Phoenix
On Location: Park Hyatt Beaver Creek
FLORIDA AND THE CARIBBEAN
SOUTH AFRICA
HAWAII: DISNEY AULANI
C2MTL
On Location: Westin and Sheraton Kansas City
Checkout: Princess Grace Rose Garden, Monaco
Prevue September-October 2014
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