HI “Experience” Standards Announcement
Senior Vice President – Brand Management
Holiday Inn Brands, the Americas
Dear Holiday Inn Principal Correspondents and General Managers:
As we continue to communicate updated information regarding the future direction of Holiday Inn brands, IHG
is pleased to announce the following standards related to the “Repositioning” of your hotel with the new exterior
signage and hallmarks. As is our normal practice, each standard and standard addendum was presented to
the IAHI Holiday Inn committee and the IAHI Board; the committees did endorse and ratify these standards.
▪ New Brand Identity Trademarks Usage Standard for the Americas Region
This standard, posted online January 28, 2008, stipulates that hotels cannot use any element of the
new brand identity trademark without written approval of IHG.
▪ “Experience” Product Hallmark Standards for the Americas Region
These standards outline the hallmarks and hallmark elements required as part of the “Repositioning”
of the brand.
Additionally, these addenda have been revised to incorporate “Experience” Product Hallmarks.
o Bed Preparation Standard Addendum
o Bath Standards Addendum
▪ “Experience” Service Hallmark Standard for the Americas Region
This standard outlines the new Stay Real Service Culture and the requirement for a Guest Experience
Champion at each hotel.
Additionally, this addendum has been revised to incorporate “Experience” Service Hallmark.
o Training Standard Addendum
▪ Exterior Signage Standard Addendum for the Americas Region
This addendum replaces the existing Exterior Signage Standard and includes information regarding
the signage featuring the new brand identity.
As explained during the Regional Meetings and in the cover pages to each of the following standards,
hotels are not permitted to install the “Experience” Product Hallmarks, Hallmark Elements or New
Brand Identity Signage without the written approval of IHG.