1 2011 IAHI Membership Survey Key Findings & Results August 2011
Dec 13, 2014
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2011 IAHI Membership SurveyKey Findings & Results
August 2011
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2011 IAHI Membership Survey Objectives
Gain better understanding of IAHI member perspectives on:
1. Satisfaction With IAHI Performance
2. Priorities for IAHI Owner Support
3. Current Economic Environment and Hotel Performance
4. Key IAHI Strategic Issues
5. Member IAHI Involvement
© IAHI Owners’ Association 2011 Member Survey
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Membership Survey Methodology
• Survey targeted entire IAHI membership• IAHI sent out online survey link in late May• Deadline for responses was late May, extended to early June• Response was highest ever:
• Response provided 4% margin of error at 95% confidence level• Individual questions analyzed separately, partial surveys included in
analysis
2008 2010 2011
Respondents 283 578 612
Completed 241 473 496
Completed % 85% 82% 81%
Non-US % 13% 29% 31%
© IAHI Owners’ Association 2011 Member Survey
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3091 Total Member Hotels
69%73%
13%
17% 7%3% 6%4%
2%1%
Members Respondents
Distribution Of Members and Respondents By Region
Respondents representative of IAHI membership
477 Members*
Canada
Mexico
EMEA
United States
• Number of members responding to this question.Other - Q1: “What is your region?” * Total open hotels: 4380; Total Member hotels: 3091
Asia Pacific 0%
Australasia
Latin America 1%
Australasia
Canada
Mexico
EMEA
United States
1% Asia Pacific 2% Latin America
© IAHI Owners’ Association 2011 Member Survey
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Distribution Of Respondents By IHG Brand
All Brands were well represented
3091 Total Member Hotels 477 Members*
0%
* Number of members responding to this question.
© IAHI Owners’ Association 2011 Member Survey
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82% of respondents were Owners
Role With IHG Hotels
Owner Only
Owner, Manage Hotels and Provide Third Party Services
Owner and Serve as GM
GM or Other Manager (Not Owner)
Third Party Management Co. (Not Owner)
Owner and Use Third Party Services
Other - Q3: “Please select which of the following best describes your role”
© IAHI Owners’ Association 2011 Member Survey
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65% of respondents are involved as Members only
Respondents by Involvement with IAHI
Involvement - Q1: “How do you currently participate in the IAHI?”
Member OnlyAmbassador Involvement (U.S. Only)
Committee Involvement
Country Committee Involvement (EMEA Only)
Officer Involvement Global Board Involvement
© IAHI Owners’ Association 2011 Member Survey
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2011 IAHI Member Survey Key Findings Summary
Economic Environment
Member hotels are performing much better and Owners are optimistic, thinking that financial performance will return to pre-recession levels in next 1-2 years.
Member Satisfaction
Members are much more satisfied with IAHI support, increasing from 64% to 79% Top 2 box, possibly partly due to the improvement of hotel performance. In particular, Owners are more satisfied with support of owner financial performance and guest experience.
Owner Support
Owners are now more focused on growth than on debt service. Two-thirds of Owners satisfied with results of Holiday Inn relaunch.
Owner Involvement with IAHI & IHG
Members are excited about 2011 Celebrate Service and employing Green Practices.
Many IAHI members want to increase their level of IAHI involvement, with particular interest in serving on an IAHI Committee.
© IAHI Owners’ Association 2011 Member Survey
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Key Findings – Economic Environment
Member hotels are performing much better than 2010 and Owners are optimistic, thinking that financial performance will return to pre-recession levels in next one to two years.
IAHI Members are doing much better than a year ago; half of Owners have made successful recovery or are well on the way
Ability to service debt has also improved dramatically with 75% able to service debt for most or all hotels
Many Members think return to pre-recession financial performance is still one to two years away
83% of Members were very or fairly optimistic regarding the next 12 months
© IAHI Owners’ Association 2011 Member Survey
10© IAHI Owners’ Association 2011 Member Survey
Q: How is your business doing in the current economic environment?
*Based on Top 2 Satisfaction Ratings
Up 104% from 24% to
49%*2011
2010
IAHI Members are doing much better than a year ago; Half of Owners have made successful recovery or well on way
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Q: Do your hotels generate enough cash flow to support debt service and capital improvements?
Up 29% from 58% to
75%*
*Based on Top 2 Satisfaction Ratings
2011
2010
© IAHI Owners’ Association 2011 Member Survey
Ability to service debt has also improved dramatically with 75% able to service debt for most or all hotels
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Q: How long do you think it will take to hit pre-recession financial performance?
2011
2010
© IAHI Owners’ Association 2011 Member Survey
Many Members think return to pre-recession financial performance is still 1-2 years away
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Q: How optimistic are you regarding the next 12 months?
2011
2010
© IAHI Owners’ Association 2011 Member Survey
83% of Members very or fairly optimistic regarding next 12 months
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Key Findings – Member Satisfaction
IAHI Internal Use Only - Proprietary and Confidential
Members are much more satisfied with IAHI support, increasing from 64% to 79% Top 2 box, possibly partly due to the improvement of hotel performance. In particular, Owners are more satisfied with support of owner financial performance and guest experience.
Overall IAHI member satisfaction increased from 64% (Top 2 Box) in 2010 to 79% in 2011
IAHI Members much more satisfied with IAHI support of owner financial performance and guest experience
Two-thirds of IAHI Members are very satisfied or satisfied with IAHI advocacy to IHG and to industry
Two-thirds of IAHI members feel their voice is heard by IAHI leadership
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Q: How satisfied are you with the overall performance of the IAHI?
Very Satisfied
Satisfied
Somewhat Satisfied
Dissatisfied
Not Very Satisfied
N/A
64% Top 2 Box
79% Top 2 Box
© IAHI Owners’ Association 2011 Member Survey
Overall IAHI member satisfaction increased from 64% (Top 2 Box) in 2010 to 79% in 2011
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Q: How satisfied are you with IAHI’s advocacy on your behalf with respect to IHG?
Up 16% from 56% in 2010*
© IAHI Owners’ Association 2011 Member Survey
*Based on Top 2 Satisfaction Ratings
2/3 of IAHI Members are very satisfied or satisfied with IAHI advocacy to IHG
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Q: How satisfied are you with IAHI’s advocacy on your behalf at the industry level?
Up 15% from 59% in 2010*
© IAHI Owners’ Association 2011 Member Survey
*Based on Top 2 Satisfaction Ratings
2/3 of IAHI Members are very satisfied or satisfied with IAHI advocacy to industry
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Q: How satisfied are you that your voice is heard to your IAHI leadership?
Very Satisfied
Satisfied
Somewhat Satisfied
Dissatisfied
Not Very Satisfied
N/A
New question for 2011 survey
67% Top 2 Box
© IAHI Owners’ Association 2011 Member Survey
2/3 of IAHI Members feel their voice is heard by IAHI leadership
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70%66% 64%
55%53% 52%
45% 43%
28% 28%
20%17%
Owneradvocacy to
IHG
Brandcommitteestandardsoversight
Long-termstrategic inputto IHG brands
IAHIComplimentary
Room NightP rogram
Oversight ofSystem Funds
P riority ClubRewards Elite
P latinumStatus Upgrade
Networking withyour peers and
IHG brandleaders at IAHI
events
IAHIeducationalprogramsoffered at
affordable rates
Website,www.iahi.org
Emails Monthly e-newsletters
OwnerMagazine
Q: Please rate the importance of the following existing or potential IAHI offerings.
Ratings based on these categories: Very important, Important, Somewhat Important, Not Important”.Graph displays only “Very Important” ratings.
© IAHI Owners’ Association 2011 Member Survey
Most important IAHI Member offerings relate to IHG interaction followed by networking, education, and communications
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Key Findings – Owner Support
IAHI Internal Use Only - Proprietary and Confidential
Owners are now more focused on growth than on debt service.Two-thirds of Owners are satisfied with results of the Holiday Inn relaunch.
Top Owner challenges remain occupancy, room rates, and cash flow. However, compared to 2010, owners more focused on growth and than on servicing debt and refinancing
67% of IAHI Holiday Inn & Holiday Inn Express Owners are very satisfied or satisfied with Holiday Inn relaunch
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80%76%
70% 68% 66%58% 55% 54%
42% 41%37%
Drivingoccupancy
Managingaverage room
rates
Generatingenough cash
flow to servicedebt andperformcapital
improvmenets
Finding,developing
and retainingstrong
employees
Reducing costs Maintaining afully engaged
service culture
Developinggroup business
Increasingcosts related
to taxes,utilities,
payroll taxesor benefits
Finding newgrowth
opportunitiesto expand
hotel portfolio
Dealing withissues relatedto current debt
obligations
Concernsabout
upcomingrefinancing
needs
Q: Please rate each of the following challenges you face today.
Ratings based on these categories: Very important, Important, Somewhat Important, Not Important”.Graph displays only “Very Important” ratings.
Up more than 10% since 2010
Down more than 10% since 2010
© IAHI Owners’ Association 2011 Member Survey
Top challenges remain occupancy, room rates and cash flow. Compared to 2010, Owners more focused on growth than on servicing debt and refinancing
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Q: How satisfied are you with the results of the Holiday Inn relaunch?
Of Holiday Inn owners, 3% responded they have not completed re-launch.
© IAHI Owners’ Association 2011 Member Survey
67% of Holiday Inn & HI Express Owners are very satisfied or satisfied with Holiday Inn relaunch
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Key Findings –Involvement with IHG and IAHI
IAHI Internal Use Only - Proprietary and Confidential
Many IAHI members want to increase their level of IAHI involvement. 37% would like to increase their level of IAHI involvement. Of those, 78% would like to serve on a committee and 27% would like to be
appointed to a Board position.
IAHI Members are very interested in participating in Green Engage 2.0, IHG’s program to reduce energy costs and create sustainable hotel practices.
64% plan to enroll in Green Engage 2.0 versus 39% who used Green Engage v1.0 87% are interested in employing green practices
Members were excited about 2011 Celebrate Service, a program fostered by IAHI in partnership with IHG to recognize the contributions of those who deliver guest service in their hotels.
Over 2/3 of Members participated in Celebrate Service, and of those who did, 75% were very satisfied or satisfied.
IAHI Members planning to participate in Celebrate Service rose from 50% in 2010 to 65% in 2011.
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Q: Did you participate in the Celebrate Service Program in 2010? How satisfied were you?
No
Yes
Satisfied
Very Satisfied
Somewhat Satisfied
N/ADissatisfied
Not Very Satisfied
© IAHI Owners’ Association 2011 Member Survey
Over 2/3 of Members participated in Celebrate Service. Of those who did, 75% were very satisfied or satisfied
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Q: Do you plan to participate in the Celebrate Service program in 2011?2011
2010
© IAHI Owners’ Association 2011 Member Survey
IAHI Members planning to participate in Celebrate Service went up from 50% in 2010 to 65% in 2011
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Q: Please answer the following questions with respect to the Green Engage program.
Graph reflects “Yes” answers.
High number of members plan to begin participating
in Green Engage 2.0
© IAHI Owners’ Association 2011 Member Survey
IAHI Members are very interested in participating in Green Engage 2.0 (64% versus 39% in v1.0) and in employing green practices (87%)
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Q: How much would you like to be involved with the IAHI?Q: In what ways would you like to be involved with the IAHI?
Desired Level of IAHI Involvement
Like Current Level
Ways Wish to Be More Involved
Get More Involved
(same as 2010)
Be Less Involved
© IAHI Owners’ Association 2011 Member Survey
Up from 64% in 2010
Many Members would like to increase their level of IAHI involvement. Of those, 78% would like to be on a committee.