Meetings & Conventions: Incentive News
INTERCONTINENTAL ADDS TO SALES FORCE, ENHANCES WEBSITE
Chain Targets Incentives
Jeff Senior of InterContinental
ondon-based InterContinental Hotels & Resorts
is getting more aggressive in the incentive arena. Among new
initiatives launching this month is an expanded incentive sales
department for the North American market.
According to Jeff Senior, InterContinental’s vice president of
brand management for the Americas, the chain has been an attractive
choice for incentives in the past, “but we have not been effective
in taking advantage of the global scope of the brand,” he said.
InterContinental has 150 properties on six continents.
To better understand the market, the company has held a series
of incentive-planner focus groups over the past few years, Senior
said. As a result, the chain will expand the size of its incentive
sales department in North America and in other global regions. In
addition, InterContinental has created a new website for incentive
planners: www.intercontinental.com/incentives. The site
eventually will include an electronic request for proposal function
that promises planners quick turnaround.
Also as a result of focus- group feedback, the chain has created
a 100-page incentive brochure highlighting international and
domestic properties that target incentives.
As for problems with consistency of service and quality at
different InterContinental properties, a criticism levied by
planners in the past, Senior said, “I have a high level of
confidence they have been overcome.”
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