G l o b a lE t i q u e t

te
Compendium
Launc
h March 2018

**IHG Confidential. Not for further distribution

 Agenda f o rt
oday
• Setting the Scene

• Insights: Colleagues, Guests and Competitors

• Project Objectives

• Definition of Global Etiquette Service Style

• Introducing the Service Behaviours for Global Etiquette

• Introducing the Global Etiquette Compendium

• General Manager Implementation Guide

• Frequently Asked Questions

Confidential © IHG 2017 1

 Setting the
Scene
4

Confidential © IHG 2016

 This i s m o r et h a na s e r v i c e progra
mme - we are
building a sustainable branded servic
e c u l t u r e f o re a c h b r a n dc o v e r i n g a l l t h e c r i t
ical areas s h o w nb e l o w

Confidential © IHG 2017 3

 Service
is 3 times more
impactful than the
hotel condition
Mystery Shop results for the last 3 Waves
indicated a clear focus onthe delivery of
emotionalengagement to
drive o Performance
Mystery Shop v e r a l l p o s i t i v ee x p e r i e n
ce
Brand Emotional Brand
Compliance
Standards engagement success

Ultimat Great Standards All 68 All 68 hotels deliver All 68 hotels

e goal hotels emotional deliver on the
comply engagement 3 KPIs
100% 100% 100% 100% 100% 100% 100% 100%

Club Overall Brand

Welcome Farewell TOTAL Recommend
Loung experience Image
e
Results Wave 1 59% 53% 53% 48% 51% N/A 44% N/A

Results Wave 2 74% 66% 64% 57% 62% 62% 50% 67%

Results Wave 3 75% 65% 71% 57% 64% 66% 53% 72%

Total (W1,
W2, W3)
69% 61% 63% 54% 59% 64% 49% 70%
Improved performance in Wave 3 vs Wave 2 across the majority of metrics

However there is room to improve to reach the ultimate goal!!

Confidential © IHG 5
 Where are we for Luxury Bra
n dS e r v i c e P r o g r a m m e e l
ements?

1 IHG True Hospitality

service skills (global)
Starting point for all brands, leverage
foundation programs
2 Brand orientation
(global)
Global Etiquette
Compendium (hotel
The Brand leadership tools)
Simple content, modular build and a
luxury brand specific program 3 Experience & Service
Culture Training
(global)
Operational Training on
4 the Brand experience
(regionally led)
SOPs in place
in AMEA

Confidential © IHG 2017 6

 In AMEA, the g u e s te x p e r i e n c e i n i t i a t i v e so v e r
the years havebeen focusedon improving the Se
rviceand the Club InterContinental experie
nce
2015 2016 2018 2019

Guest ‘Fix the Basics’ Club • Brand Orientation Global Etiquette Brand Experience
experience InterContinental • Refreshed Brand Compendium (Hotel and Service Culture
initiatives Standards Standards for Moments Leadership Tools) Training - Q1 2019
of Truth (Welcome, – 28 Mar 2018
Club InterContinental
and Farewell)
• Operating Procedures
for 3 Moments of
Truth (Welcome, Club
InterContinental &
Farewell)
• IHG Frontline training
videos
• InterContinental
Ambassador
Mitigation Toolkit

Confidential © IHG
2017

Confidential © IHG 2017 7

 Insights:Colleague
s, Guests and Co
mpetitors
Confidential © IHG
2017
 Insights from Hotel Leaders &
Colleagues

Bringing
Regional Support
Global Build Cultural
materials /
Etiquette to confidence
approach tools
life training
needed

Confidential © IHG 2017 9

 Insights fromGuests: Further research i
n d i c a t e d t h a t g r e a ts e r v i c ei s a b o u t b e i n g
m o r ep e r s o n a l
#1: #6:
Start with great About the
conversations – people behind
and not just a the product –
tick-box exercise every touchpoint
matters

#2:
Turning
For our guests, great #5:
data into action service is not just Individual
– not just CRM ownership –
about supported
systems but
everyday personalisation. by the team
anecdotes It’s about being more
#3: personal. #4:
Thrives on Freedom
generosity – spirit to be real – an
of trust, giving of interaction that
time, or thought feels natural and
genuine
Confidential © IHG 2017 Source: Whatif, Towards a more Personal Service, November 2014 11
I n s i g h tf r o m C o m p e t i t o r s : G r a n d H y a t t ’s s e r v
ice
philosophy is a n c h o r e di n H y a t t ’s core v
where members of theaHyatt
l u efamily
s strive toa make
n d a difference by
c uproviding
l t u r authentic
e, hospitality.

Shared values within Hyatt Corporation has been included in 2016 FORTUNE “100 Best Companies to Work
the Hyatt hotels For” for the third consecutive year. Employees shared 10 reasons why Hyatt is a great
workplace.

The members of the Hyatt
family have a shared set
of values that define their
service culture:
Respect
Hyatt cares. It gets to know
the employees more.
Hyatt celebrates individuality
and hires people for their
curiosity and passion.
Employees are trained on
how to listen beyond
what guests are saying.
Employees are trained in
design thinking to get
an entrepreneurial spirit.

Empathy They call themselves “Hyatt

Employees get subsidised
family”. General Managers’
meals during work hours in
average tenure is 22
Creativity years.
associate dining rooms.

Employees receive travel Hyatt partners with global

Integrity perks at hotels worldwide. organisations to provide
skill training to employees.

Humility
Hyatt values employee growth
through a tuition reimbursement Employees know when to
Fun programme. have a good time!

12
I n s i g h tf r o m C o m p e t i t o r s : Shangri-La is c
ommitted to providing guests with “dis
tinctive Asian standards of
hospitality and service”.
The brand believes that this service culture enables it to differentiate itself from its peers.

Overview of Shangri-La’s Service Culture

“Pride without arrogance” is of particular importance to us. We take pride in our achievements,
while remaining outwardly humble.

“In striving to delight customers each and every time they stay with us, we aim to exceed expectations
through consistent quality and value in our products and services. That’s why we look for trendsetters and
professionals who are motivated by innovation and driven by achievement".

Key guest-facing points from Shangri-La’s Shangri-La’s Vision and Mission

Guiding Principles Our Vision
• Make guest loyalty a key driver of our business To be the first choice for guests,
• Enable decision-making at the guest contact point colleagues, shareholders and
• Create an environment where our colleagues may business partners.
achieve their personal and career goals
• Demonstrate honesty, care and integrity in all Our Mission
our relationships To delight our guests every time by
• Ensure our policies and processes are guest creating engaging experiences
and colleague-friendly straight from our heart.
• Remain deeply committed to our social
responsibility by making a positive contribution to
our communities, environment, colleagues,
guests and business partners
13
 Insight from Competitors: JW Marriott’s
guest service
philosophy is driven by its core values wh
ere associates and employees are a
t t hValues
Service Core ecornerstone of itsservice.
1. To be attentive, but not intrusive  JW associates undergo extensive training to instill the
2. Focused on detail brand’s service philosophy.
3. Knowledgeable  JW believes that every employee’s interaction with
4. Committed to ensuring each guest’s authentic guests contributes to the total guest experience.
experience

Joffrey Ballet for Service training videos

JW Marriott expects that while guests will not see the
video, they will still feel the end result of the programme -
more confident and intuitive associates establishing
meaningful connections.
 The programme, Poise and Grace, contains a series of
inspirational training tutorial videos with Ashley Wheater,
artistic director of The Joffrey Ballet.
 This programme was initiated to inspire associates to develop
and bring with them a natural confidence, poise and grace in
providing excellent guest experiences.
 The video also features a training series that contains
instructions on how to incorporate the foundations of dance
into everyday guest interactions.
 In addition, the video focuses on the importance of warming
up, proper breathing, flow of movement, and connecting to the
audience with emphasis on verbal and visual cues such as
posture, squaring one’s shoulders and two-handed delivery
and engagement techniques.
 The video can be accessed through a web-based app called
Orchestr8, which allows hotel-to-hotel sharing of how
associates exhibited exceptional guest experiences.

14
 Definition ofGlob
al Etiquette Service
Style
Confidential © IHG 2017
16
 L e t sb e g i n with somedef
initions

The overarching Service Style is the service manifestation of

the Brand Proposition.
Service Style It is the way in which the brand will be brought to life through Global Etiquette
our colleagues. This serves as our overall rallying cry for
service.

• Demonstrate Worldly
Our Service Behaviours are the guiding principles for how Understanding
Service Behaviours colleagues act to deliver the service style. By living these • Share Insider
service behaviours, we are able to bring our Service Style to Wisdom
life. • Perform with
Flair
• Strive for
Perfection

Confidential © IHG 2017 17

 Introductionto Global
Etiquette

Confidential © IHG 2017 18

Introducing the Service
Behaviours for Global
Eitquette

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2017 19
 Howto bring Global Etiqu
ette toLife

Confidential © IHG 2017 20

 Introducing the Gl
obal Etiquette Com
pendium

Confidential © IHG 6
2017
 Global Etiquett
e Resources
Background:
Brand Experience Training for InterContinental Hotels and Resorts will
be launched in in Q1 2019. We recognise though that in some markets
there is a need to engage colleagues in both the service style, the
intent and the desired behaviours and actions that underpin Global
Etiquette prior to this.

For this reason we have developed a series of hotel leadership tools,

meant to be used by General Manager, Executive Committee
members, Department Heads and Manager levels (Hotel Band 1 to 4).

1. Global Etiquette Compendium (hotel leadership tools)

2. Global Etiquette Z-card
3. Global Etiquette Posters
4. Service Behaviours cards
5. Guest Outcome cards
6. Guest Examples cards
7. Guest Scenario cards
8. Coaching & Recognition worksheets
9. How-To cards

Confidential © IHG 2017 22

 Global Etiquette
Compendium
Key Highlights:

 Available as an interactive PDF format OR

printable PDF
 Easy to read booklet format
 Interactive hyperlinks embedded within the
Compendium for printing of supporting
materials
 Supporting materials are in printable PDF
format
 Artwork files for Poster and Z-card are available
for external printing
 Available in 5 languages: English (EN), Arabic
(AR), Thai (TH), Vietnamese (VI) and Japanese
(JA)
 All materials can be downloaded from the NEW
Brand Central via this link OR Merlin > Brand Central
> Asia/Middle East/Africa > InterContinental Hotels &
Resorts > type in ‘etiquette’ (keyword search)

Confidential © IHG 2017 23

 “NEW” Brand
Central

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 TRENDS AND
G
O ePnPeOr RT
a l UMNaInTaIgEeSr
ImplementationGui
de

25
Confidential © IHG 2017
 Summary of the General M
anager Implementation
Guide
Key Highlights:

 The next few slides in this section

represent a summary of the General
Manager Implementation Guide for
your ease of presentation

 On the bottom right hand-side of each

slide, you will see a reference to the
relevant page of the General
Manager Implementation Guide

 Download the full General Manager

Implementation Guide via this link OR
Merlin > Brand Central > Asia/Middle
East/Africa > InterContinental Hotels
& Resorts > type in ‘etiquette’
(keyword search)

Confidential © IHG 2017

26
 W h a ta r e y o u i m p l e m e n t i
ng?
The Global Etiquette Compendium (hotel leadership tools) is a set of tools/resources for the hotels to use
to introduce ‘Global Etiquette’ – our service style at InterContinental Hotels & Resorts.

The intent is to enable and empower the hotel leaders (ExComm, Department Heads, Managers) to coach, train and
develop guest-facing colleagues in critical thinking, backed by the Global Etiquette service behaviours framework. This will
allow colleagues to engage more and take more ownership in the service delivery process. We are hoping these tools will
provide the colleagues with the “WHYs” and the “HOWs” in a easy-to-understand manner.

Think of Global Etiquette Compendium as the foundation for the upcoming Brand Experience Training, launching in 2019. It
will eventually become part of the new Brand Experience Training and feedback from this first AMEA roll-out will be used to
refine the tools before inclusion in the final training. Note AMEA is the first region to launch these tools.

Easy-to-apply, bite-size learning activities and resources:

Briefings Activities & Coaching &

How-To
(10-15 mins) Role-
Plays Recognition

**Refer to Page 2 & 4 of the General Manager Implementation Guide

Confidential © IHG 2017

27
 Whyis it importa
nt?

1 IHG Trueskills
service Hospitality
(global)

2 Brand orientation
(global)
Global Etiquette Compendium

3 The Brand Experience & Service (hotel leadership tools)

Culture Training (global)

4 Operational Training on the Brand

experience (regionally led)
SOPs in place
in AMEA

5 People Tools
**Refer to Page 2 & 3 of the General Manager Implementation Guide

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28
 H o w w i l lt h i sb e n e f i t your
hotel?

1. Enabling your hotel leaders

2. Improve your service delivery

3. Build pride in the brand

4. Clear, bite-sized support materials for daily,

on-the-job application

5. No charge to you^
^ Except for some minimal printing costs of the materials

**Refer to Page 3 of the General Manager Implementation Guide

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29
 W h a td o y o u n e e dt o k n o w
?
WHO IS
INVOLVE
D Hotel Leadership Team
(GM, ExComm and DH) –
Implement, Embed and
Sustainment of the Global
Etiquette Compendium
All guest-facing colleagues
(any colleagues who
interact with guests) to
participate in regular
activities (from Global
Etiquette Compendium)
continuously through-out
the year
Confidential © IHG 2017
HOW TO
MEASURE
Overall Service score in
HeartBeat / Guest Love
SUCCESS
Emotional engagement
evaluation in Mystery Shop
programme; Wave 5 & 6
Coaching & recognition for
each colleague – holistic
view for each key guest-
facing department
**Refer to Page 3 & 4 of the General Manager Implementation Guide
30
 W h a td o y o u n e e dt o k n o w
?
For each Service Behaviour, this is the recommended “rhythm” around the
resources (refer to ‘Overview of Resources’ on Page 5 of the Global
Etiquette Compendium):

Day 1: Brief colleagues as part of your regular daily briefings

Day 2-5: Involve colleagues (in rotation) for role-plays and activities

Day 5-15: Coach and recognise in the moment in order to embed the desired
behaviours
Beyond Day Use ‘how-to’ cards to continue to engage and sustain
15:

**Refer to Page 4 of the General Manager Implementation Guide

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31
 KeyMilestones to rem
ember

Week of 19 Mar Week of 26 Mar 28 Mar Aug/Sep

Kick-off call with Launch call Official Launch Follow-up call

HR/Training with Hotel Hotel Bulletin with Training
Leaders Leaders & Merlin Managers

**Refer to Page 6 of the General Manager Implementation Guide

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32
 InterContinental Kuala Lumpur Timeline

FEEDBACK
LAUNCH COLLATION
CALL (email) LAUNCH
• 28 MARCH • 20 APRIL WITH TEAM
2018 2018 • 14 MAY 2018

EXCOM & FINALISE &

HOD ICKL PLAN WITH
• 12 APRIL 2018 LEADERS
• 8 MAY 2018
 LAUNCH FEEDBACK EXECUTE
CALL COLLATION WITH
• 28 MARCH (email) TEAM
2018 • 9 MAY 2018 • 4 JUNE 2018

EXCOM & PLAN WITH

HOD ICKL TEAM
KEY MILESTONES GLOBAL
• 12 APRIL • 18 MAY
2018 2018
ETIQUETTE
 W h a td o y o u n e e dt o d
o?
BEFORE LAUNCH
 Notify your leadership team and
identify which Hotel Leader will
champion the implementation of
the Global Etiquette Compendium
 Assign your HR/Training Manager
to be the overall Champion for
this initiative BUT the onus lies
on the Leadership team for
successful embedment and
sustainment of the Global
Etiquette service style
 Download and review the Global
Etiquette Compendium and
supporting materials from Brand
Central.
 Plan the briefing and
activities schedule by
departments
Confidential © IHG 2017
AT LAUNCH
 Identify the best day and time,
operationally, to schedule the
briefing sessions and role-play
activities (refer to Pg 5 of the
Global Etiquette Compendium)
 Communicate the date, time
and location for each
session, in advance
 Use the recommended
flow/rhythm for each Service
Behaviour (refer to Slide 31
of this deck)
**Refer to Page 6,7,8 of the General Manager Implementation Guide
POST LAUNCH
 Training Champion to implement
an internal departmental manual
tracker where each hotel leader
conducting the briefing/activity,
should sign off at the end of
each session
 Hotel leaders to coach and
recognise each colleague using
the appropriate worksheet/form
– one worksheet per Service
Behaviour for each colleague
 New colleague should
complete IHG True Hospitality
Service Skills and Brand
Orientation before participating
in Global Etiquette activities
35
 R e s o u r c e s Av a i l a
ble
1. Global Etiquette Compendium (hotel leadership
tools)
2. Global Etiquette Z-card
3. Global Etiquette Posters
4. Service Behaviours cards
5. Guest Outcome cards
6. Guest Examples cards
7. Guest Scenario cards
8. Coaching & Recognition worksheets
9. How-To cards
10. General Manager implementation guide

** The above materials are available in 5 languages: EN, JA,

AR, VI and TH
** Please download via via this link OR Merlin > Brand Central >
Asia/Middle East/Africa > InterContinental Hotels & Resorts > type in
‘etiquette’ (keyword search)

**Refer to Page 8 & 9 of the General Manager Implementation

Guide
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36
Coming together is a beginning.
Keeping together is progress.
Working together is success.
Henry Ford
 TRENDS AND
F r e qOuPePnOt lRT
y U NAI sTkIe d Q u
ES e s t i o n s ( FA Q )

37
Confidential © IHG 2017
 Frequently
estions..1
1. What is changing and why?
We are creating a brand service model by evolving our
service programme to reflect our updated brand strategies, to
be more specific about how hotel colleagues bring the
experiences to life and update our people tools to be best-in-
class for each brand.
Our new service training model began with the launch of
IHG® True Hospitality Service Skills, followed by the Brand
Orientation modules in early 2016. The Brand Experience and
Service Culture Training is targeted to be launched in 2019.
Prior to that, the Global Etiquette Compendium (hotel
leadership tools) will be the foundation for the upcoming
Brand Experience Training. It will eventually become part of
the new Brand Experience Training and feedback from this
first AMEA roll-out will be used to refine the tools before
inclusion in the final training. Note AMEA is the first region
to launch these tools
2. What is the timing for the launch?
It will be launched at the end of Mar 2018 for InterContinental
Hotels & Resorts in AMEA.
Confidential © IHG 2017
Asked Qu
of 2
3.On average, how long will the Global Etiquette Compendium
take to complete?
There is no fixed formula for the complete utilisation of the
resources/tools within this Compendium. There is a plethora of
briefings and activities available for a deep-dive into each Service
Behaviour. However, we would recommend a duration of 6 months
for the completion of Part 1, 2 and 3 of these Resources.
4.Is the Global Etiquette Compendium mandatory? And if so,
for who?
The resources and tools available within the Global Etiquette
Compendium are not mandatory. However, as a hotel leader, your
role is to inspire, coach, train and develop your people to be able to
handle complex guest-facing situations and to give them the
freedom to meet guests’ needs within the framework of the Global
Etiquette Service Style.
We would highly recommend that ExComm, Department Heads and
Managers/Supervisors (with direct reports) immerse themselves in
the Compendium and use it as a launching pad to engage with their
team members and ultimately develop them to take more
ownership in the service delivery process.
TIP: Guests will probably forget what you said or did but they will
never forget how you made them feel.
**Refer to Page 10 & 11 of the General Manager Implementation Guide 38
 Frequently
ions ..2
5.Will there be a formal rewards and recognition programme
linked to the Global Etiquette Compendium?
At the moment, it is not available. However, it will definitely be
part of refreshed global branded People Tools, launching in 2019.
6.Does Global Etiquette Service Behaviours replace the
previous ‘At Your Side’ service behaviours?
Yes it does. Our new Service Style, Global Etiquette has evolved
to reflect the global nature of the InterContinental brand and our
guests. Therefore, please focus on True Hospitality Service Skills
(foundational service skills), InterContinental Hotels & Resorts
Brand Orientation and InterContinental Global Etiquette
Compendium (for hotel leaders only). Please discontinue ‘At Your
Side’ branded service training with immediate effect.
7. Would French be available as one of the languages for
this new initiative?
Unfortunately, we are waiting on EUR region adoption of the
Global Etiquette Compendium. French is one of their Hotel
Ready languages. At the moment, we do not have a definite
launch timeline for EUR but we will let you know as soon as it is
confirmed.
Confidential © IHG 2017
Asked Quest
of 2
8.What about the 4 service points’ statements’ that I can see
in the current InterContinental Hotels & Resorts Brand
Orientation course in IHG MyLearning? The 4 points are:
i. Respect guest’s culture and customs
ii. Share local and international knowledge
iii. Always show the way
iv. Local greetings
They are observable actions to bring the Global Etiquette’s
service behaviours to life. Therefore, these statements are still
relevant to Global Etiquette service style. They are known as
Service Signatures that are memorable and consistently delivered
service interactions that enhances a guest’s stay. Think of Service
Behaviours as the guiding principles for how colleagues act to
deliver the service style, followed by Service Signatures that cover
observable actions/service interactions that are brand defining.
Service Signatures will be further fleshed out in the Brand
Experience and Service Culture Training, launching in Q1 2019.
39
Confidential © IHG 2017