Justin Alexander said his dream is that Holiday Inn F&B will become so consistent from property to property that the brand can feel confident enough to run a national ad campaign highlighting F&B as a differentiator in the market. At the Holiday Inn Downtown in Rochester, New York, Alexander, director, brand experience, Holiday Inn Americas at InterContinental Hotels Group, led the last in a series of 11 conference-style CASH F&B summits, held across the U.S. and Canada. In the series, all hotel general managers and F&B directors received in-depth, in-person training focused on driving revenue, service, and consistency throughout morning and evening dayparts. Holiday Inn has never had this level of F&B training, Elisa Slaton-Eckel, training content director of F&B, told the group assembled in Rochester.
Alexander told Hotel F&B that Holiday Inn’s research has shown that guests are willing to trade variety for quality and service and “real restaurant” presentation. That revelation led to the creation of a strong core of required familiar, favorite menu items and optional choices for properties. Alexander said that 17% of value for guests comes from F&B.
By the end of 2016, all hotels in the U.S. and Canada, representing an expected 15,000 Holiday Inn hotel employees including all property leaders and line employees, will receive in-person or video training through IHG Frontline.
At the 2015 IHG Owners Conference, the Holiday Inn brand introduced its new CASH F&B service platform, which was created to ensure Holiday Inn hotels deliver consistently great good, with great service, at a great value. The impetus for the program is the recognition that F&B is the second highest driver of overall guest satisfaction, second only to the guestroom.