A national sales strategy supporting IHG’s New Zealand expansion
IHG (InterContinental Hotels Group) | Market Expansion and National Sales Strategy | New Zealand | 2019
Credit: IHG
Market expansion strategy supporting six new hotel openings
National sales structure designed to prevent internal competition
Commercial collaboration model across national and property teams
Blueprint for streamlined sales processes and future growth
The Challenge
IHG was expanding its footprint in New Zealand with six new hotel openings. To maximise market share and commercial performance, the organisation required a national approach that aligned sales efforts while preventing individual properties from competing against each other.
The strategy needed to support rapid growth while strengthening collaboration between national and property-level teams.
Key challenges included
Avoiding sales cannibalisation between hotels
Aligning national and property sales operations
Responding to market trends and infrastructure investment
Embedding change management across commercial teams
Our Approach
Working closely with IHG’s commercial leadership and stakeholders, we developed a market expansion and sales strategy designed to optimise performance and support national growth.
Our methodology included
Review of market trends, relationships and investment pipeline across New Zealand
Analysis of existing national sales structures and future growth needs
Design of a collaborative national sales operating model
Development of segmented sales strategies and streamlined internal processes
Outcomes and Impact
Key Outcomes
Strategy endorsed and used to open six new hotels successfully
National sales structure supporting collaboration and efficiency
Clear market segmentation and positioning for each property
Streamlined processes supporting consistent sales delivery
Economic and Social Impact
Strengthened tourism accommodation capacity in New Zealand
Improved commercial performance across the hotel portfolio
Enhanced collaboration between national and global teams
Blueprint supporting future expansion and operational consistency
