<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

HANOI OPEN UNIVERSITY

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<b>TABLE OF CONTENTS </b>

2

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

Nowaday, with the development of tourism and human needs not only stop at the essential needs of material but also spiritual, many of hotels are created to meet people’s needs.

The hotel industry is any types or forms of business which relates to providing accommodations, food and beverage and a vast variety of services that are interrelated and organised for public service.

Hotels offer enormous range of guests’ services such as banqueting, conference and fitness, sport and facilities, beauty spas, bars, sophisticated restaurant and others. The hotel sector consists of more than 15% of all the people who worked in the hospitality sector. Hotels falls into a number of different categories which includes the glamorous five-star resort international luxury chains, trendy boutiques, country house, conference, leisure or guest houses. And in this essay, we are going to learn about the Intercontinental Hotel Group – a large hotel group in the world, particularly Intercontinential Hanoi Landmark 72 – an IHG hotel in Viet Nam.

3

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

<b>MAIN CONTENT</b>

<b>1. History of hotel industry in the world and in Vietnam </b>

<b>1.1. History of hotel industry in the world 1.1.1. Concept:</b>

<b>Hotel: a hotel is a managed building or</b>

establishment, which provides guests with a place to stay overnight – on a short-term basis – in exchange for money. The precise features and services provided to guests can vary quite drastically from one hotel to another, and hotel owners generally aim to attract a particular type of customer through their pricing model and marketing strategy, or via the range of services they offer.

<b>Hotel industry: The hotel industry is the section of the service industry that deals with</b>

guest accommodation or lodgings. By most definitions, the hotel industry refers not only to hotels but also to many other forms of overnight accommodation, including hostels, motels, inns, and guest houses. However, it does not usually include long-term or permanent forms of accommodation.

<b>1.1.2. History of hotel industry in the world:</b>

Today, hotel and restaurant services have been developing extremely strongly to meet people's increasing needs. As for the economy, the tourism industry is one of the fastest growing industries in recent decades. Hotels are continuously built with different levels and facilities to support the resort for visitors. Referring to the hotel industry, many of us think that this is a new industry group that appeared and developed at a time when the scientific and technological revolution occurred. However, the revolution only accentuated the "rude" form of the previous hotel. More than 1200 years ago, people needed accommodation when moving, until money appeared, they used money as a means of exchange to get a place to stay.

<b>Medieval and Ancient Egypt:</b>

The forerunner of the modern hotel was the inn of medieval Europe. there were places where you could exchange money or goods for a roof over your head for the night. This was especially important at this time because journeys were taken by foot (or

4

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

horse and cart later), so getting places took much longer than it does now. At that time, the motel room was nothing but a place to lie down in the true sense of the word, run "part-time" by landowners, farmers, mountain guides, or missionaries.

During the period of ancient Egypt, the first accommodation facilities were rudimentary rooms to serve the overnight sleep of pedestrians. Around the churches in Egypt, Assyria, and then in Greece, houses were erected appropriately and decorated according to the guests' requirements - religious or non-religious, or ordinary travelers. often. In Greece, public and private inns are in the cities and along the roads. In addition to renting out rooms, they also sell food.

Although rudimentary, accommodations in ancient Greece and Rome laid the foundation for the modern hotel business. These establishments have introduced regulations on the responsibility of property protection for guests, the task of making a list of guests staying; taboos that could harm the operation of the establishment. Inns cropped up around Europe and the rest of the world, but traveling wasn’t particularly safe and/or common. Pilgrims, couriers, and government workers were most likely to use these services.

16th 17th century

16th century BC, when commercial activities and tourism developed and the demand for accommodation - entertainment of people, especially merchants, was increasing. Money appeared to open up opportunities for people to have trips for trade, nomadism, pilgrimage, mission, foreign trade, and tourism development, from which the demand for accommodation and food Drinking also expanded. In France and England, laws were introduced that meant innkeepers and hotel owners must keep a guest register. Around 600 inns were registered in England at this time.

These inns provided food and somewhere to sleep as well as stabling and fodder for any horses within the traveling party. Typically, an inn would consist of an inner court with bedrooms on either side, a kitchen and parlor at the front, and stables at the back.

To adapt and try to become the inn of choice in any one town, inn owners started running their lodgings more professionally. This meant proper timetables and fixed food menus. This is where we start to see likenesses to the modern hotel industry! However, at this time, the types of motels are still weak in terms of service, still at a

Coins appear as a means of exchange for accommodation

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

primitive level, poor, unsanitary, and controlled by people who are not professional, and not hospitable.

The process of formation and development of these primitive "inns" actually appeared all over the world, in many different countries. For example, this form of the inn is called “ryokan” in Japanese, “paradors” in Spanish, and “pousadas” in Portuguese. However, the motels and hotels in Europe were the first to think of applying their style, architecture, beauty, quality, etc. to their motels, forming the hotel industry that we know today.

18th - 19th century

By the mid-1700s, hotels had grown and offered more, there were signs of progress and the idea of the inn business. As the wealthy began to explore further afield and travel became an ever more leisure activity (e.g. the elite of the ancient Greco-Roman culture). The end of the 18th century and the beginning of the 19th century was the turning point of the hotel business, bringing its modern meaning. The cause of this turning point is the formation and development of capitalist socio-economic forms and especially in the industrial development stage. New public and commercial centers with convenient waterways and railways have required the rapid development of the hotel business.

For many centuries, the profession of making inns has always been passed down from father to son. By the years 1750-1825, British inns began to gain a reputation as the best inns in the world for cleanliness and quality as well as customer care.

In the thirteenth century, "The Pilgrim's Guide" can be considered the first guidebook, although suggestions and advice for travel at that time were only in the form of diaries, notes, and letters and intended for those Pilgrims.

Traditional Ryokan in Japan

The Pilgrim’s Guide

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

In 1790, the Industrial Revolution in England was born, and since then hotels were also upgraded, showing progress in people's big business ideas. An important milestone recorded in the history of the world hotel industry is the first hotel in the world was born in 1794 in the US with the name NEW YORK CITY with 73 rooms. Because during the two centuries as a British colony, the US was the place to receive many delegations from England, along with the need for accommodation, the operation of the hotel was born. However, according to the Guinness Book of Records, the first hotel in the world that is still in operation is Nishiyama Onsen Keiunkan in Yamanashi, Japan. This hotel was first opened in AD 705, run by a family of 52 generations

Hotels that become transaction centers for guests, in addition to being temporary residences, also need modern equipment and communication. In 1800, the United States was the world leader in the hotel-restaurant industry with the ability to systematically develop the hotel service industry. Mivart's Hotel opened in London in 1812 (later became Claridges), while in 1829 Tremont House Boston (USA) was built with a scale of 170 rooms – becoming the largest and most modern hotel world at that time. Thus, the previous form of dormitory inns has been replaced by a real hotel with separate, locked rooms and a full system of equipment to serve the needs of visitors. There are 1 bed, 2 beds,

there are room types with different personalities. The

individuals as separate entities are reflected in the design and organization of the entire hotel and each bedroom. This is the first place with soap, where there is a separate toilet in the bedroom with the system indoor plumbing. At the same time, a team of management and service staff is also trained.

The first hotel in the world still in operation is Nishiyama Onsen Keiunkan – Japan

Tremont House Boston Hotel

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

Thanks to the industrial revolution, there were regular but structured jobs so people had more income as well as time off. Tourism is starting to become more accessible and more attractive.

With the invention of trains and cars as well as reduced work hours and other benefits, commuting is no longer something only the wealthy can afford! The demand led to a turning point in the history of hotels as they became increasingly popular. In the 1900s, there were many hotels across the globe.

<b>THE GRAND TOUR</b>

It is impossible not to mention The Grand Tour when talking about the history of the European hotel industry. “The Grand Tour” is a long journey in the 18th century that the richest and most powerful families in England prepare for their children, they have to move through countries such as France, Italy, Germany, Austria, and Switzerland, for learning and gaining experience. A journey of The Grand Tour can last for many years.

Where there is demand, there is supply, and hotels that focus on style and quality of service begin to spring up in the lands that The Grand Tour passes through. Names such as The Dolder Grand in Zurich, Switzerland; Hotel Imperial in Vienna, Austria or The Vier Jahreszeiten in Hamburg, Germany.

20th century

As the physical aspect of traveling became easier and more ubiquitous, the hotel industry boomed. Around the end of the nineteenth century and the beginning of the twentieth century, scientific and technical advances were widely applied and penetrated the business of hotels. Therefore, the competition in accommodation is becoming

The Grand Tour

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

more and more fierce. This period is also considered the "golden era" in the history of the hotel business.

In the years from 1900 to 1930, hotel entrepreneurs knew how to research the market and capture the tastes of guests. In 1908, the Buffalo Statler hotel was built by a family with a mind for the hotel business with many outstanding improvements: equipped with a fire protection system, a large mirror for guests to see their whole body, installed a switch. Lights at the door, free daily newspaper service, well-trained staff… Because of this, Buffalo Statler became a model architectural hotel at that time. During World War I, the hotel business stalled. A series of hotels were destroyed, while others were turned into military hospitals. During the Second World War, the hotel business was not only stopped, destroyed, but also occupied, and turned into barracks. In 1930, the world economic crisis broke out, causing the hotel industry to be severely affected, a series of hotels fell into empty conditions and room occupancy was always low. Hotels have to reduce room rates to attract guests, 85% of hotels are pledged or sold cheaply to use for other purposes.

In the period 1950-1960, the hotel industry entered a period of prosperous development with the average room rate reaching 90%/year, opening a new favorable

development of the hotel business. Besides countries with typical modern hotel businesses such as Switzerland, Austria, and France. From 1959, there was also a MOTEL hotel (a combination of the two words MOTOR and HOTEL) located along highways that often have parking spaces.

From 1960 up to now, the strong development of science - technology, especially the popularity of air transport has helped the hotel-tourism industry to have more and more breakthroughs.

The hotel boom is a prominent part of tourism history. With travel becoming a more popular activity, there needs to be a lot of variety. This is why we now see beach resorts and motels, golf resorts, and budget hostels around the globe.

Buffalo Statler Hotel

MOTEL Hotel

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

And of course, the opening of international tourism means that hotels and resorts around the globe have a whole new customer base to serve: foreign tourists. People no longer just travel within the country. Now they are visiting other countries to explore, stay for longer periods and expect more from their trip.

<b>The role of the hotel:</b>

• Hotels gradually become transaction centers for merchants, in addition to the function of accommodation for them, they must also have modern facilities for convenient communication for guests.

• Today, the hotel not only serves tourists as in the past, but also provides all the necessary facilities during the process of being away from home such as: swimming pool, massage, sauna, gym...

<b>1.2. History of hotel industry in Vietnam </b>

<b>2.1.1. Who brought the hotel industry into Vietnam?</b>

Vietnam is a country located in the Asia Pacific region, surrounded by two oceans: the Pacific Ocean and the Indian Ocean. Vietnam's population is about 1000 million people, with many different ethnic groups, and has a history of thousands of years of building and defending the country. Along with the characteristics of geography, and long cultural history, besides beautiful natural landscapes such as Ha Long Bay, My Son Sanctuary, Ngang Pass, ... and many rivers, streams, sea, ... across the country. Father, He also left us many precious and precious cultural heritages, which today are recognized by UNESCO as a world cultural heritage such as the Temple of Literature, Quoc Tu Giam, and Hoi An Ancient Town. An… are favorable conditions for tourism development in Vietnam.

According to the research of historians, the French brought the hotel business into Vietnam in the 80s of the 19th century through the construction of the first hotel chains in Saigon, followed by

Hanoi and Ho Chi Minh City. Hue. Saigon is where the French first set foot in Vietnam in 1862 and this may also be the place where the first hotel in Vietnam was built. Set in the context at that time, these are interesting and unique gifts that the French have left to the three regions on the S-shaped strip of Vietnam, not only because of the massive management process but

Wang Tai Hotel 1867 the first foundation

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

also by the subtle, flexible, eye-catching features in design and enduring existence over time.

But in fact, Mr. Vuong Dai was the one who laid the first "brick" to bring the hotel industry into the Vietnamese market, and so far, people still respect Vuong Dai as the ancestor of real estate development. services in Vietnam (including hotels and general office rental). Maison Wang Tai was built in 1867 by Mr. Vuong Dai - a great businessman of Chinese origin in Saigon. residence and office. In 1874, Wang Dai moved his office and family out of the building. Until 1880, Vuong Dai sold the building to the government for 254,000 francs. The building was later renamed the Cosmopolitan hotel and became a place for wealthy travelers who wanted to enjoy European-style amenities.

<b>2.1.2. History of hotel industry in Vietnam:</b>

Read on page 295 of the book The Historical Dictionary of Ho Chi Minh City by author Justin Corfield, there is a remarkable line as follows: “There was a certain number of tourists who visited Saigon during the French colonial period. They stay at the Cosmopolitan, the Continental, or the Hotel de l’Univers.” Following these hotel names, I began to find pieces of history…

In the article "Saigon, Catinat Street in the early 20th century" Dr. Nguyen Duc Hiep, said that the first hotel in Vietnam was built and managed by the French, named Hotel Laval (also known as Fave Hotel located in Hanoi). on Catinat - Dong Khoi street today). Laval Hotel was inaugurated around 1870, designed by Mr. Élisée Fave, and built by Bazin, Cazaux, and Salvaire.

Laval Hotel is the first place where military and civilian officials from France who have just come to Saigon to work or set up a business come to temporarily reside before finding their own house. According to Mr. Arthur Delteil, a French pharmacologist, when he arrived in Saigon in 1882, the Fave Hotel consisted of 3 floors: the ground floor was the dining room with "panca" fans on the ceiling, and the upper two floors were the rooms, Each room had “robinet” water and a shower (considered a convenience at that time). The hotel was built by Mr. Fave, and with its success, he became rich when he returned to France. In Léon Caubert's 1891 Memories of China, the following conversation is

The I'Univers Hotel was demolished in December 1921 ending its heyday

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

mentioned: "Did you find a good hotel to stay at last night?" I asked him. “Yes,” he replied,” They advised me to choose “Laval Hotel to sleep and Hotel l’Univers (Olivier) to eat”.

Hotel l'Univers was built around 1872, under the direction of Mr. Lacaze. The project was initially assigned 2 floors located on Vannier street (now Ngo Duc Ke street), after being restored into 3 floors with the main entrance (of both the cafe and bar) located at 1 Turc Street (Ho Chi Minh street). Today's Vocational Training), facing the side of Rigault de Genouilly square (present-day Me Linh square). In 1886, Mr. Olivier, who was the head chef of the Governor General of Indochina, took over the hotel l'Univers with his brothers. Hotel l'Univers is a three-story building managed by Mr. Lacaze. As a chef, Mr. Olivier made the hotel famous for its delicious dishes at that time. The reputation of the hotel is said to derive more from the culinary aspect than from providing a comfortable room for the guests. This explains the meaning of the saying "Laval hotel to sleep and hotel l'Univers (Olivier) to eat" above. However, following the innovation of the times and the ultimate development of the hotel market in Saigon, the heyday of l'Univers ended and was officially broken in December 1921. In 1880, the Continental Hotel was built 1878 by Pierre Cazeau, a French manufacturer of building materials and home tools, and completed two years later in Saigon. Before 1975, the hotel experienced 2 more owners, respectively the Duke of Montpensier in 1911 and the "brother and sister" of Corsica – Mathieu Francini in 1930. In the 1960s-70s of the twentieth century, the government of Vietnam temporarily forced commercial

establishments to use Vietnamese signs, since then the hotel is also known as "Dai Luc Lu Quan". Located in a prime location in the city center between Dong Khoi intersection and Lam Son square, is the oldest hotel still operating the hotel business in Saigon. Continental Hotel has a rather modest height with a ground floor and three floors, however, This is still a favorite stop of the upper class because of the windows graceful, bas-relief pillars bold French architectural style. In 2012, Continental Hotel was honored to be awarded the certificate of "Artistic and aesthetic architectural monument" by the People's Committee of Ho Chi Minh City and was voted as one of the typical business hotels.

12

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

At the same time, when the invasion of Hanoi and the northern provinces was tense, to meet the needs of the press and French officials to Hanoi to have shelter, a hotel had sprung up in the north Sword Lake, however it is not clear who built this hotel. After taking over Hanoi in 1883, the city government started planning Sword Lake. A French capitalist owner built the Grand Hotel (Great Hotel - now Intimex company) opened in November 1885 and this is said to be the first hotel in Hanoi. According to André Masson's book Hanoi in the period 1873-1888, translated by Luu Dinh Tuan, Hai Phong Publishing House: "The Grand Hotel has a 50-seat dining room, and a billiard table was first imported into Hanoi. The windows in all the rooms are glazed and at night they are lit up with lanterns.”

In 1899, Gustave-Émile Dumoutier and Andre Ducamp contributed capital to build the Grand Hotel Métropole Palace at the corner of Henri-Rivière Avenue (present-day Ngo Quyen Street). The hotel was inaugurated and put into operation

Today, the hotel becomes one of the oldest hotels in operation in Vietnam and bears the name Sofitel Legend Metropole Ha Noi hotel. Until now, many people still mistakenly believe that Continental is the first hotel in Saigon, while Sofitel Legend Metropole is the first hotel in Hanoi. But exactly, both hotels are a rare few of the old hotels still operating so far in Vietnam.

Among the oldest hotels in Vietnam, Saigon Morin has a

The magnificent Continental Hotel still exists to this day

Sofitel Legend Metropole Ha Noi Hotel – 1 of the old hotels still in operation

Saigon Morin Hotel – one of the oldest hotels in Vietnam

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

history dating back to 1901, built by French businessman Henri Bogaert and then ceded to Alphonse Guérin, and is the only hotel in Hue city w

the Morin family bought the hotel, ushering in a glorious p

French left Vietnam. Until now, Saigon - Morin still exists and is the first

choice of international tourists when visiting the ancient capital. The hotel currently has a capacity of up to 180 rooms with the most luxurious services. This is also one of the three oldest hotels in Vietnam still operating to this day, along with the two hotels above, spread across all three regions of the country.

Morin family also established the first hotel chain in Vietnam, respectively: Morin Grand Hôtel de Hue (Hue), Morin Grand Hôtel de Tourane (Da Nang), Morin Grand Hôtel de Quy Nhon (Binh Dinh), Morin Grand Hôtel de Ba Na and Hôtel Bach Ma (Da Nang),... Along with that, the formation of the Morin hotel chain has led to the formation of tourist routes between Da Nang - Hue - Quy Nhon, ...

Next, in 1925 – the Majestic Hotel, and 1930 – the Grand Hotel. The hotels in Saigon built during this period

were mainly to serve the accommodation and entertainment needs of the officials but were not widely advertised to invite foreign guests. In Hanoi, in 1901, Sofitel Metropole was the first 5-star hotel built by 2 French investors. The hotel also has a new bomb shelter discovered in 2012.

During the 1930-1945 period, Vietnam's domestic tourism began to develop. Some motels and small hotels were built in Ha Long, Non Nuoc, Nha Trang, Vung Tau, Ha Tien... Meanwhile, a number of mountain resort centers were also built and invested in development, aiming to attract tourists such as Sapa, Tam Dao, and Da Lat, ... but tourism at that time was not strong, it affects only a minority of the urban population (the middle class, and the upper class).

Due to the influence of the war, for some time, tourism in Vietnam was delayed. In Saigon, due to the accommodation needs of the US military and especially foreign reporters coming to Vietnam to do reportage, several hotels were built in Saigon such as Caravelle, Rex, Palace, Dong Khanh, Bat Dat…

Bomb shelter of Sofitel Metropole Hanoi Hotel

</div><span class="text_page_counter">Trang 15</span><div class="page_container" data-page="15">

Later, when the country was completely liberated, the policy of opening the economy attracted large hotel groups in the world to invest in Vietnam. First is the Saigon Floating Hotel and restaurant (Saigon Floating Hotel), then the appearance of other large hotels such as Omni, Saigon Prince, New World, Sofitel Garden Plaza, Renaissance Riverside, Sheraton, etc. Legend, ... with modern facilities, equipment, new management, and marketing methods, quickly attracted and satisfied the majority of foreign tourists to stay at the hotel.

Especially since 2003, when Vietnam successfully conquered the SARS epidemic, along with the stable socio-political situation, our country has been rated as one of the safest destinations by international tourists. world. Besides, along with possessing rich natural resources, many beautiful landscapes are the main reasons for attracting more international visitors to Vietnam, contributing to strongly promoting the development of the Vietnamese economy. hotel business in the future.

In the past 20 years, the system of accommodation facilities in our country has made a strong breakthrough in both quantity and quality, making an important contribution to promoting the development of Vietnam's tourism industry. If summarized in 1998, the country had only 2,510 accommodation establishments, by the end of 2017, this number had reached 25,000 establishments with more than 500,000 rooms, including 116 5-star hotels and resorts. In particular, InterContinental Danang Sun Peninsula Resort has been honored 4 times in a row as "the most luxurious resort in the world" at the World Travel Awards - the award is likened to the "Oscar of the tourism industry".

<b>2. Introduction of the hotel group Intercontinental Hotels & Resorts:</b>

<i><b>Intercontinental</b></i> is the name of a hotel group. The full name is Intercontinental Hotels Group, abbreviated as IHG. Is a British multinational corporation, headquartered in Denham, Buckinghamshire, England. Intercontinental has about 842,749 diverse room types such as deluxe, bungalow (for resorts), double room, standard room, suite room, premier room... and 5,656 hotels distributed in nearly 100 countries across continents around the world. gender. On a global scale, it can be said that Intercontinental is the world's largest hotel brand tycoon, and no one when studying restaurant management

Saigon Floating Hotel Saigon Floating Hotel

</div><span class="text_page_counter">Trang 16</span><div class="page_container" data-page="16">

and food service - hotel management is unaware of what it is in this name. In particular, they are known for their hospitality, IHG sets a vision to become one of the great corporations in the world by creating amazing hotels that can satisfy all needs from the highest to the highest of customers.

<b>IHG brand name meaning:</b>

IHG Group has changed its brand identity to IHG Hotels & Resorts. The phrase “Hotels & Resorts” was added to the brand name to recall the group's hotel portfolio of 17 brands as a family.

The new brand identity of IHG Hotels & Resorts has been changed to better convey the brand story, reflecting the brand's purpose and meaning as "True Hospitality for Good".The brand refresh also shows that the group's portfolio has grown to 16 brands with a total of nearly 6,000 hotels spanning over 100 countries, with a large number of regular guests and a close network of members. With the new brand identity, the group will focus on increasing awareness and interaction, making the stories more relevant and attractive to guests, hotel developers, industry players, and employees talent around the world. At the same time, it is an effort to expand the group's investment portfolio.

Intercontinental Hotels Group

</div><span class="text_page_counter">Trang 17</span><div class="page_container" data-page="17">

The new brand identity of IHG Hotels & Resorts has been changed to better convey the brand story, reflecting the

brand's purpose and meaning as "True Hospitality for Good". The brand refresh also shows that the group's portfolio has grown to 17 brands with a total of nearly 6,000 hotels spanning over 100

countries, with a large number of regular guest bers. With the new brand identity, the group will focus on increasing awareness and interaction, making the stories more relevant and attractive to guests, hotel developers, industry players, and employees talent around the world. At the same time, it is an effort to expand the group's investment portfolio.

<b>The big family of Hotels & Resorts: The change from the original IHG name to the </b>

IHG Hotels & Resorts cluster aims to explain the commercial meaning more clearly, and at the same time affirms that the 16 sub-brands are all under the same management and ownership Group.

<b>New look: The new identity of the brand named IHG Hotels & Resorts contributes to a</b>

spectacular makeover, thereby helping the brand to convey attractive and closer stories to customers, especially Younger clientele, as well as investors, colleagues, and emerging talent from around the world. Along with all-new colors, styles, and fonts, this energetic, eye-catching design helps convey brand messages and resort experiences most engagingly.

<b>2.1. History of formation and development </b>

This corporation has a rather large and complex history. The origins of the InterContinental hotel group, if considered deeply, can be traced back to 1777 when William Bass founded a brewery in Burton-on-Trent and did business under his name. In 1986 the brand was formed. Their red triangle has become a recognized top brand in the UK. In 1967, Bass Brewery merged with Charringtons in London and as a result, Bass became one of the largest brewers and bar owners in the region.

Brand IHG Hotels & Resorts

</div><span class="text_page_counter">Trang 18</span><div class="page_container" data-page="18">

Since 1987, the Bass Company has owned a wide range of hotels. But an internationally significant shift in the group's hospitality industry occurred in 1988, with the acquisition of the Holiday Inn International chain, followed by the acquisition of the rest of the Holiday group business. Inn in North America in 1990. In 1997, Bass joined the high-priced hotels in the US with the introduction and development of Staybridge by Holiday Inn. Bass had the fastest brand to reach 50 units in the US. A corporate breakthrough that marked Bass's great growth in March 1998 was the acquisition of InterContinential from Pan American World.

Airlines (InterContinental was founded in 1946 to serve Pan American travelers and 40,000 employees and crew while they were on duty). Continued in January 2000 with the acquisition of Southern Pacific Hotels Corporation (SPHC) (consisting of 59 hotels under the "Parkroyal" and "Centra" brands in Australia, New Zealand, and the South Pacific as well as a number of guests). hotels in Southeast Asia) and Bristol Hotels& Resorts Inc. (including 112 hotels); has turned Bass Hotels & Resorts into one of the world's strongest groups in the hotel market.

Along with the sale of Bass Brewery to a Belgian brewery and 988 small pubs to other units. At the same time, the group's name was changed to "Six Continents PLC", marking the transition from a beer business group to a leading hotel group in the world. Six Continents PLC has continued to sell and acquire a wide range of hotels with a focus on high-priced markets. On October 1, 2002, Six Continents PLC announced the separation of the hotels and beverage businesses (known as InterContinental Hotels Group PLC) and the remainder (to become known as Mitchells & Butlers PLC). With its separation and merger, on April 15, 2003, InterContinental Hotels Group PLC (IHG) became a separate company listed on stock exchanges in the UK and the

US. Since then, InterContinental Hotels Group has become a major hotel group in the world.

</div><span class="text_page_counter">Trang 19</span><div class="page_container" data-page="19">

continuously merged and developed new brands such as Candlewood Suites (mid-priced hotel); Indigo, and the expansion of Staybridge Suites hotel system in North America, the UK, etc. This has turned InterContinental Hotels Group into a hotel system with a global reach. In 2004, IHG launched a new boutique hotel brand, Hotel Indigo, with each hotel designed to reflect the local culture and history of the surrounding area. In 2007, IHG announced a $1 billion reboot of the Holiday Inn branded “Family,” consisting of Holiday Inn and Holiday Inn Express. Holiday Inn Resort was launched in 2008, providing the perfect destination for family fun. In 2015, IHG acquired US-based Kimpton Hotels & Restaurants.

Today, the group has headquarters worldwide and European offices in Denham, Buckinghamshire in the UK. South East Asia and Korea offices in Singapore, Australasia office in Sydney, Japan office in Tokyo, India - Middle East and Africa office in Dubai and Great China offices in Pudong, Shanghai.

industry has faced unprecedented challenges, and even as we have to adapt to new realities, we have held our ground. it's core things. We have a great family of brands, centered on connecting people – strengthening family relationships between brands, building business partnerships, uniting with hotel brands around the world, and engaging with our community. Our hotel brand represents how we bring True Hospitality for Good to life for our guests, hoteliers, colleagues, and community. So as we continue to work through the pandemic, we must be clear about who we are, what we stand for, and how we can help our clients open up their world again when they're ready to travel."

However, the path for IHG to realize its above strategy was not easy at the beginning, they had to travel to 20 countries around the world to approach the hotel staff here, and learn more reasons and motivations for the hospitality service profession. The main answer given is: Employees want to be treated as individuals and want their contributions recognized and appreciated.

For IHG, the strategy of focusing on human resources is a core factor that helps them always outperform their competitors. In the coming time, IHG will continue to focus on recruiting and developing personnel to realize the landing plan and quickly dominate emerging markets such as China, India, and Russia.

Since being adopted 6 years ago, IHG's people-focused strategy has brought tangible results, as 89% of the group's employees feel satisfied with their work (up 13%). compared to the industry average), 90% of employees consider IHG a great working environment (19% higher than the average) and the group's reputation has increased by 94%.

Intercontinental Headquarters in the United Kingdom

</div><span class="text_page_counter">Trang 20</span><div class="page_container" data-page="20">

Employee engagement also directly affects the group's bottom line as every 5% increase in employee engagement will bring IHG 70 cents extra/room/night. This number is indeed not small when multiplied by IHG's system of 750,000 hotels globally.

As the world's first international luxury hotel brand, Intercontinental Hotels & Resorts has been a global pioneer in this field for over 70 years. Intercontinental prides itself on sharing international, localized know-how with its guests at each of its properties, from historic buildings to city landmarks and resorts. Intercontinental has received a series of prestigious awards for hotel service, working environment, recruitment policy, and most admired brand…. From its inception to the present.

<b>Brand Positioning:</b>

Positioning and Differentiating the Brand is the deciding factor, but the important thing is that they have a similarity between the actual image and the customer's perception. Those are the shares of Eric Pearson, Marketing Director of InterContinenta Hotel Group. Businessmen, wealthy travelers, dignitaries, celebrities, and the cast of "Glee" (the hit American musical television series makes IHG stand out from other competitors, according to the group's own Global Human Resources Department, is the people segment. This is considered a key factor in helping IHG make an amazing "transformation" from a fledgling hotel company in the early days to the image it is today – a strong hotel group that can be found

20

</div><span class="text_page_counter">Trang 21</span><div class="page_container" data-page="21">

anywhere in the world. Wherever IHG is present, the staff also shows professionalism and synchronization.

The InterContinental has had a very busy year since opening last summer as New York's largest hotel in nearly a decade. The hotel also has high-end offices for rent, with prices ranging from $350 to over $700, depending on the time of year. This summer, hotel staff also had the opportunity to dress up to welcome guests and fans to the hotel lobby, where some scenes from the final part of Glee Season 2 took place.

Eric Pearson, Marketing Director for the Americas of InterContinental Hotels Group, is responsible for leading visitors and introducing the luxury and

InterContinental apart from

InterContinental Hotels Group works with Ogilvy & Mather, Mindshare, and Weber Shandwick, as well as many other marketing communications companies around the world, and also operates Crowne Plaza, Holiday Inn, Hotel Indigo,

Candlewood Suites, and Staybridge Suites. In the lobby, oversized touch screens help customers “surf” through restaurants or theaters. The reception team is fluent in 6 languages and assists guests with the necessary information before they even arrive at the hotel. Each room is equipped with luxurious Gilchrist & Soames bathroom facilities, Keurig coffee machines, plus spacious showers, computers, and 42-inch TVs.

<b>Achievements InterContinental Hotels Group</b>

21

</div><span class="text_page_counter">Trang 22</span><div class="page_container" data-page="22">

<i><b>– Leading the world in the number of rooms</b></i>

According to the website Hotel Mule, IHG is the leading corporation in the US in terms of the number of rooms with 619,851 in 2008. Behind IHG are other famous hotel groups such as Wyndham Hotel Group; Marriott International; Hilton Hotels Corp…

In 2012, IHG increased the number of hotel rooms to nearly 700,000 rooms. The Americas is the group's most important market with nearly 450,000 rooms. Occupying 66.5% of the total number of rooms worldwide. During the global economic downturn in 2008, the Group made a strong

and profit.

To date, IHG is managing 5,795 hotels and 864,699 rooms in 17 countries across continents.

<i><b>– Guarantee quality and service</b></i>

With international 5-star operating standards, investors who cooperate with IHG can rest assured that their properties are cared for and preserved in the best way. In particular, investors can trust the world's leading hotel brand to do business through the rental pool program.

This is a unique difference and advantage only found in projects managed and operated by a high-class international brand such as InterContinental. A huge customer base helps ensure regular occupancy rates for InterContinental-branded hotels and resorts.

Number of hotel rooms by continent

</div><span class="text_page_counter">Trang 23</span><div class="page_container" data-page="23">

<b> 2 . Brands in the group </b>

The 17 brands of IHG Hotels & Resorts are divided into 4 groups:

<b>- The Luxury & Lifestyle Collection: </b>

InterContinental Hotels & Resorts: This is a luxury brand, started in 1945 by Pan American World Airlines. Most of their properties are located in major cities, and each hotel has its own unique style. Breakfast is not included to a certain standard, although each hotel has its own restaurant where you can order breakfast or other meals. They also have a special program for their loyal customers, called “Intercontinental Ambassador” – which only offers benefits if you are loyal to the brand.

Regent Hotels & Resorts: This is a hotel brand acquired by IHG. They are a small luxury chain with properties in Taipei, Berlin, Porto Montenegro, Beijing, Chongqing, and Singapore. Born in 1970, Regent Hotels' collection of modern hotels and resorts is rooted in extraordinary living, with a legacy of luxury that endures to this day.

17 brands of IHG Hotels & Resorts

Intercontinental Hotels & Resorts

</div><span class="text_page_counter">Trang 24</span><div class="page_container" data-page="24">

Hotel Indigo: This is IHG's boutique brand commonly found in major cities. There are usually a lot of colors and styles in your room. Each hotel has an on-site bar and restaurant, although breakfast is not included in the standard price.

Kimpton Hotels & Restaurants: A pioneer of the luxury hotel concept in the United States, Kimpton Hotels is renowned for making travelers feel cared for through thoughtful perks and amenities, meetings and Creative events, bold and playful designs, and sincere individuals in customer service style.

Vignette Collection: A one-of-a-kind hotel chain with a focus on novelty, where guests can satisfy a growing passion for authentic, experiential, and thoughtful stays. . A place that puts people at the center of everything, redefining high-end hospitality in an even better way.

Six Senses Hotels Resorts Spas: the resort is built in beautiful locations and focuses on sustainable development. Six Senses has many health care programs tailored to each individual and many activities such as water sports, scuba diving to see corals, sightseeing, and exploring local cultural tourism, and wildlife.

<b>- The Premium Collection:</b>

Kimpton Hotels Open in Tokyo & Bangkok

Six Senses Hotels Resorts Spas

</div>