Creating a global business
A Bass Group case study

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Page 5: Global presence

A third key synergistic benefit of the Holiday Inn acquisition relates to developing a global presence in hospitality management. Hospitality is central to Bass products and Bass employees. Prior to the Holiday Inn acquisition, Bass was an entirely UK based company. As an extension of the hospitality function, however, Holiday Inn has now given Bass a significant global presence.

Implications for consumers

Bass has pledged to continue increasing the brand value of its hotels with obvious associated benefits for the consumer:

  • A worldwide presence. Travel and tourism is the largest industry in the world. With this in mind, Holiday Inn continues to grow - with over 2,300 hotels in 64 countries.
  • Holiday Inn is dedicated to creating the highest quality standards. There has been a marked increase in the quality index, reflecting an increase in the standards of the hotel itself and the service level.
  • Bass has provided marketing support at global, national and local levels including a ‘priority club,’ a customer loyalty programme and close alliances with major airlines.
  • Detailed market research and analysis has made it possible to create sophisticated marketing plans for each Holiday Inn product.

Crowne Plaza hotels, for example, are a worldwide collection of hotels specifically designed for the business traveller. Located in major cities and resort destinations worldwide, these hotels provide full service meeting facilities, health clubs and fine restaurants.

Bass Group | Creating a global business