Case Study: InterContinental Hotels Group (IHG)
InterContinental Hotels Group (IHG) - which offers more than 650,000 rooms in around 4,500 hotels across 100 countries - is the largest hotel group in the world by number of rooms. The business operates seven hotel brands/ InterContinental, Crowne Plaza, Hotel Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and Candlewood Suites.
First, IHG created a mobile-optimised site so visitors could check availability and book rooms at nearby IHG hotels. IHG’s interactive marketing manager for EMEA, Marco De Rosa says: “The great thing about our mobile website is that it gives us more flexibility than an app. In our case, the site takes account of visitors’ locations, so we can provide them with a more personalised service with local maps and driving directions to their hotels. Furthermore, our mobile site is now available in English, German, French, Italian, Spanish, Japanese, Chinese and Brazilian Portuguese.” Indeed, IHG saw the website as the lynchpin in the success of its mobile strategy. De Rosa comments: “Given that it can be accessed from multiple platforms, it can reach a much larger audience. It is also accessible from any mobile browser, which means people don’t have to download anything to their devices.”