Welcome to The World of Swiss International Hospitality Commons The Hotel Company with Swiss Values at its core
Course Objectives • To provide all ingredients for a • productive relationship between your • property and Swiss International • Hospitality • To be familiar with the organisation, • the products and the services of • Swiss International Hospitality; with • our ‘value drivers’ and our people
Course Outline • Presentation of participants • The Past, Presence and Future of • Swiss International • Swiss International Values & Standards • Organization & International Management • Council • The License Business Model • Brands & Concepts • The Operating System • The Support system • Q&A
Swiss International Hotels becomes part of Swissair • Acquisition of the brand name by some members of the association Past, Presence & Future 1995 2003
Expansion to the Netherlands, Italy and Asia (China & India) • Leading International Company with 150 hotels worldwide • Further expansion to Eastern Europe, Middle East and Africa Past, Presence & Future 2011 2020 2012
Mission • “Proud of Swiss Quality” The company has distilled its core values from Swiss culture and these core values will be woven into the fabric of all Swiss International Hotels as they grow worldwide. Swiss International makes the difference through best-in-class hospitality and the Swiss philosophy. STAND OUT OF THE CROWD!
Swiss International Values The values typical for “Swiss” 1. Efficient 2. Accurate 3. Innovative 4. Courteous 5. Anticipating 6. Ethical 7. Committed 8. Sustainable At Swiss International, we are consistent in all thatwe do!!
Swiss International Values Anticipating Committed Innovative Efficient Sustainable Accurate Ethical Courteous Ourcore values shape the culture and define the character of our company. We, at Swiss International strive to incorporate them into everything we do - from how we run our business, to how our hotel brands should appear on the marketplace and we expect all of us to live by the same principles and share them with new connected members.
Swiss International Values Anticipating Committed Innovative Efficient Sustainable Accurate Ethical Courteous At Swiss International, we have a “can do” attitude. Our Credo: “The answer is yes: what was the question?”
Brand Characteristics “A brand must be relevant, consistent and well-positioned to achieve sustainable results in today’s highly competitive marketplace”.
Brand Health "A brand is a collection of perceptions in the mind of the consumer." Differentiation Relevance: Esteem: Reputation: USP: Swiss Quality Swiss Values Market Penetration: Global presence in 10 countries Delivery of Promises: Consistency in everything that we do and say Overall Customer Experience, Trust Swiss International Brand Strength Swiss International Brand Status
Brand Positioning • Identification of: • Specific target groups per brand on a worldwide • level
Brand Positioning • Potential partnerships with Swiss companies • operating in the same target groups; e.g. • watches, knifes, chocolates, etc. and with • International companies, e.g. credit cards • Potential Communication channels like • Social Media, Traditional Advertising, News • Letters, Internal Communication (!!) • Increase of market share per brand (number of • rooms / by total rooms available in the same • location)
Swiss International Global Brands Luxury Hotels & Resorts Upper Upscale & Upscale Hotels & Resorts Midscale City Hotels Midscale Boutique Hotels with local tradition
Brand Positioning ‘Invisibly Visible’ Personal Service based on Swiss Quality Standards | Superior Elegance & Convenience |Consistent High Value | Sophisticated & State-of-the-Art Technology |Comfortable | De Luxe Amenities Embraceable you: The philosophy of Royal Swiss is to provide the guests with an outstanding level of anticipating service in a luxury environment offering supreme comfort beyond expectation to the high demanding guest.
Brand Positioning • Segment: Luxury • Target Group: Primarily individual business/leisure guests, high/top • income bracket, professional top/senior executives • Tone of Voice: Exclusive, Sophisticated, Discrete, Refined, Authentic • Key Attributes: Highly attentive personalized service • High anticipation of guests’ needs and wants • Extensive & luxurious meeting and leisure facilities • Premier food and wine • State-of-the-art technology
Brand Positioning Brand Description & Relative Positioning: Royal Swiss (luxury full- service hotels and resorts) is the Company’s most exclusive brand targeting connoisseurs, who seek finest experience, which combine discretion, bespoke service and unrivalled courtesy. The brand expresses sophisticated luxury for high-demanding travelers seeking state-of-the art service in a refined and elegant environment. Swiss values will appear through the culture, prestige and authentic, personalized level of service.
Brand Positioning • Signature Elements: • Spectacular lobby area with high end service • Guestrooms with high-end fixtures and finishes, five-fixture • bathroom (two vanities, bathtub, separate shower and separate WC) • Luxury Spa and fitness for in-house guests only • The Bell +: an exclusive butler concierge service committed to fulfill • any guests special requests • Valet parking including car wash, limousine service • Signature restaurant with celebrity chef and private gourmet dining
Brand Positioning • Characteristics: • Minimum amount of rooms: 100 • Typical room size Europe: 28sqm +, suite size 56sqm + • Typical room size Asia/MENA: 36sqm +, suite size 56sqm + • Typical location: Key Sub Urban / Leisure Destination
Brand Positioning Showcases with exclusive luxury Swiss branded retail items for sale:
USP Swiss International Stylish | Elegant |Swiss Quality Service| Consistent Value | Sophisticated & State-of-the-Art Technology |Comfortable | De Luxe Amenities Situated in key locations, the philosophy of Swiss International Hotels & Resorts is to offer most elegant & luxurious facilities and a De Luxe level of comfort & personal service to the savvy business and leisure traveler in an elegant yet functional environment
Brand Positioning • Segment: Upscale to Upper Upscale • Target Group: Individual business/leisure guests, Corporate groups • Tone of Voice: Tasteful, innovative, discrete, responsive, efficient, friendly • Key Attributes: Caring, attentive service • Extensive meeting and leisure facilities • Appealing F&B options • Enabling technology
Brand Positioning Brand Description & Relative Positioning: Swiss International Hotels & Resorts (upscale full- service hotels and resorts) is the Company’s largest brand targeting business and leisure travellers worldwide. The brand features high standards of quality, great comfort, and unparalleled levels of services. The brand is highly competitive thanks to its direct connections with traditional Swiss values & Standards.
Brand Positioning • Signature Elements: • Luxurious & Inspiring lobby area, • Well-designed guest rooms, featuring modern furnishings, flat panel • televisions and exclusive branded bath amenities • Swiss Café, Restaurant & Lounge (all day dining) & generously sized meeting rooms and Business center, all with State-of-the-Art Technology • SwissFit & AltitudeSpa offering a variety of wellness services (+ outside membership) • The Bell: a helpful concierge service committed to fulfill guests special • requests
Brand Positioning • Characteristics: • Minimum number of rooms: 75 • Typical room size Europe: 24sqm +, suite size 48sqm + • Typical room size Asia / MENA: 28sqm +, suite size 56sqm + • Typical location: Key Sub Urban location / Leisure Destination / Airport
Brand Positioning • Swiss Connecting Elements Hotel Entrance & Lobby • Complimentary Swiss designed umbrellas • Free Ricola sweets on the reception desk • Showcase with exclusive Swiss branded retail items for sale: • SwissTreats: Upon departure, guest are offered authentic Swiss • Chocolates to take home
USP Swiss Spirit Modern | Stylish | Design | Functional | Young | Unexpected value proposition | Comfortable | Dynamic The philosophy of Swiss Spirit Inn is to surprise the guest with excellent service and hospitality in a flexible, functional and relaxing environment. Exceptional design value for an unbelievable price, no fringes but quality! Cheerful employees of Swiss Spirit Inns take care of the guests 24 hours a dayin an informal yet professional way.
Brand Positioning • Segment: Midscale (with or without F&B outlet) • Target Group: mid-upper income, primarily individual business travellers • Tone of Voice: Dynamic, Stylish, Alive, Functional, Fresh • Key Attributes: Prompt, responsive, friendly service • Convenient, appealing, creative dining options • Efficient and clever use of space • Modern and functional Rooms • Stylish urban-inspired Design & Accessible Technology
Brand Positioning Brand Description & Relative Positioning: Swiss Spirit Inns, Hotels & Suites is the Company’s second largest brand, providing today’s self-sufficient traveller with a “value-for-money” alternative featuring a straightforward and uncomplicated approach, purposeful service, functional design, in an open and friendly environment Connections with traditional Swiss values are represented through signature elements, service approach and style.
Brand Positioning • Signature Elements: • Inspiring and energizing lobby area, “Swiss connection elements” upon • arrival (hotel entrance) & inviting, cozy and open public areas for social • interaction • Self check-in kiosks • SwissConnect (Complimentary Wifi) • Functional urban-inspired guest rooms – ergonomic design and clever use of space – distinct sleep/work and relaxation areas • The Swiss Café, Restaurant & Lounge and The BOX events center • and service (meeting facilities) • SwissFit(Gym with basic equipment)
Brand Positioning • Characteristics: • Minimum number of rooms: 75, of which 20% suites • Typical room size Europe: 17sqm +, suite size 34sqm + • Typical room size Asia / MENA: 25sqm +, suite size 50sqm + • Typical location: Strategic Sub Urban location, close to public • transport, mostly situated in converted office buildings • Typical FF&E per room: $2’500
Brand Positioning • Swiss Connecting Elements Hotel Entrance & Lobby • Complimentary Swiss designed umbrellas • Free Ricola sweets on the reception desk • Showcase with exclusive Swiss branded retail items for sale: • SwissTreats: Upon departure, guest are offered authentic • Swiss cookies to take home
USP Swiss Spirit • The Box Meetings, Conference & Events Centre • Features: • Breaks in a Box | Lunch in a Box. • Meetings rooms (35m2 and 2 x 18m2) that can be converted into one room of more then 70m2, all with daylight and free wireless Internet. The rooms give capacity for more then 45 people.