Wrisney Tan, Perth  (2007-05-22)

INTERCONTINENTAL Hotels Group (IHG) is studying plans to move from a flat-rate commission-based model to reward agents who sell its brands, to one that is purely performance-driven and incentive-based, and working only with those who know its bra..." />
 
Thursday . June 20 . 2019
         
 
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IHG wants agent commission based on performance, incentives
 
Wrisney Tan, Perth  (2007-05-22)

INTERCONTINENTAL Hotels Group (IHG) is studying plans to move from a flat-rate commission-based model to reward agents who sell its brands, to one that is purely performance-driven and incentive-based, and working only with those who know its brands well.

In line with IHG's strategy to build "very distinctive brands" and "designing hotels for different customers", chief marketing officer, Mr Peter Gowers, said the group was looking to partner solely with travel agents who took the time to understand the promise behind each of IHG's brands - InterContinental, Crowne Plaza and Holiday Inn.

"The days of flat-rate commission are gone," Mr Gowers said, adding, "We want travel agents to form strategic partnerships with our sales team."

He said the challenge for travel agents was customers now want to book direct through call centres and websites, so they had to increase their level of understanding of brands for chains to want to deepen their relationships with them. "If customers know more about the brands than they do, these agents cannot last!"

In order to design an incentive programme, IHG's senior vice-president of worldwide sales, Mr Stephen Powell, will be based in the group's Asia-Pacific headquarters in Singapore for at least six weeks to understand the region's agent community better.

The group commenced its three-day 2007 Asia-Pacific Leadership Conference entitled "Winning Ways" today at the Burswood Entertainment Complex comprising two of its hotels - Holiday Inn Perth Burswood and InterContinental Perth.

This year's conference is the largest with more than 600 delegates made up of key management staff and owners (including 70 from China alone).

 
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