Strategic clarity that ignited the strongest growth in a decade
37%
increase in global revenue per available room (2022 vs 2021)
96%
of people clear on delivering their strategy
4.3%
highest net systems size growth in decade whilst taking 15% out of cost base
After years of impressive results, IHG’s growth was relatively steady, but operating in an increasingly competitive industry (and one that was moving at a staggering pace), the business needed a commercial and cultural lift. They needed a stretching commercial ambition to galvanise senior leaders, and a bold strategy to drive execution and step change their rate of growth.
Our approach
- No obvious case for change
- What business are we in?
- Sometimes the answer is not purpose
- Creating a wave of belief
IHG’s successful franchise model meant that their commercial position was relatively stable. For them, the threat was a possible long, slow decline driven by inertia. We transformed tired market analysis that the exec had become desensitised to, by reframing data to spark breakthrough conversations and get them aligned on their commercial imperative.
We helped the exec face into the elephant in the room regarding market positioning as a luxury or budget brand. The outcome was a sharper strategy to create a ‘luxury halo’ over their core mid-scale portfolio.
The launch of their purpose didn’t inspire much differentiation but there was no appetite to change it. Instead, we developed an iconic strategic narrative - 2X – a new commercial ambition to double the pace of growth, rather than scale.
To drive accelerated growth and change the culture, people needed more than clarity. They needed to believe. We designed a full business rollout campaign to enable leader - led experiences and debate to fully engage global teams at all levels.
"This was a truly defining turnaround moment for IHG. I can't imagine a prior meeting being better than this one and it will be a hard act to follow."
Senior Leader, IHG