ACCOMMODATION - Agents must understand brands or be dropped

TTGasia.com, Jun 1 - 7, 2007

InterContinental Hotels Group (IHG) is reviewing its partners and will work with only those who understand its multibrands. Chief marketing officer, Mr Peter Gowers, said: “If customers know more about the brands than they do, these agents cannot last.” Branding, and people, are the ammunition IHG will use to win the hearts of owners and customers. As it moves ahead with its Asia-Pacific expansion, this could mean cutting off travel agent partners who do not shape up.Mr Gowers told TTG Asia the group was studying plans to move to a purely performance-driven and incentive-based model, and working only with those who knew its brands and products well. “The days of flat-rate commission are gone...We want travel agents to form strategic partnerships with our sales team. We expect our partners to deliver and perform for us. The key decision is – who do we want to partner with in the next five years?,” he said.

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