InterContinental In Bangladesh
It is a homecoming like no other. An overwhelming feeling of excitement mixed with nostalgia. A landmark of Dhaka City is reincarnated. After 35 years of absence, InterContinental has returned to Dhaka. The romanticism in its arrival isn’t missed by many.
Back at the location, it vacated 35 years ago, is a witness to countless pivotal moments of the country. The InterContinental logo on the top of the completely renovated building is met with a nod of approval from the neighbors, who are thrilled to see the jewel back on the crown. Guests have started pouring in from the very first day.
If unaware of the glorious past, they certainly need no introduction to the brand. InterContinental Hotels Group is the biggest name in the hospitality industry all over the world with 204 hotels operating across the continents. The excellence of the service is matched with other establishments across the World. It is reflected in the features of the newly renovated building. It might appear unchanged from outside, inside it’s anything but. The building offers 226 rooms. Of which, 201 are premium or deluxe rooms, 10 deluxe suites, five superior suites, five diplomatic suites, and five presidential suites. There are two ballrooms and seven meeting rooms which provide more than 21,000 square feet for conferences and exhibitions. Patrons will be able to enjoy the premium dining experience in one of the five restaurants, which includes all-day dining with buffet, lobby café, club bar, pool bar, and restaurant and specialty restaurant.
The brand identity of InterContinental is certainly helping the guests to connect with the one in Dhaka. It is one of the key factors in the hospitality industry to attract repetitive guests. Aware of the fact, they initiated a brand loyalty program “IHG Rewards Club”. It enables patrons to redeem reward benefits within IHG’s extensive network of hotels around the world. However, the hospitality industry in Bangladesh being different from the rest of the world, it requires a distinct marketing approach. The packages are designed to appeal to business travelers rather than tourists. For room business, InterContinental tries to push through most online platforms like IHG website by encouraging direct booking & OTA (Online Travel Agency). When trying to attract the local guests, it uses Social Media Platforms and Print Media to promote restaurants & banquet facilities. Since the start, their marketing team has been remarkable. They ran successful marketing campaigns, seldom seen in the hospitality industry. The most successful was this year’s Valentine’s Day promotion. During the campaign, they offered 3 different packages for couples. The most exclusive one was “Pool Gazebo” where the guests got to dine with their partners in a private gazebo surrounded by water. It was a unique feature in town, and the Gazebo was fully sold out for three days prior to Valentine’s Day. The hotel’s all-day dining restaurant “Elements” was sold out not only on Valentine’s Day but also the following day.
According to the industry insiders, increased consumer spending fueled by rapid economic growth has provided the opportunity to capitalize on local consumers – who are more accessible now more than ever through digitalization. It has enabled marketers to reach consumers who rarely visit any hotel. It is one of the major key tools for promotions. It creates such a platform for the guests that they can actually get to know about their desired service instantly or can access the booking platform to book their stay directly. It is helping the hotel to augment its comeback. The echoes from the past are glorious and intriguing to live up to. However, InterContinental Dhaka has made a beautiful beginning.