InterContinental Hotels Group is expanding its business perhaps quicker than any other multinational hotelier in China. The company is launching a hospitality training academy in Shanghai and is planning to unveil its Express by Holiday Inn brand soon. With this explosive growth, Dexter Chia, Regional Director of Sales & Marketing – Greater China for InterContinental Hotels Group, has a busy schedule.
Chia graduated from Ecole Les Roche Hotel University and gained his first hotel job as a Front Office Agent at the Kowloon Shangri-La Hotel, Hong Kong. After spending 12 years with the Shangri-La and his last post as Area Director of Sales & Marketing – South China base, Dexter joined InterContinental Hotels Group on June 1, 2005.
A Singaporean, Chia is responsible for all sales, marketing, projects and initiatives, which include Brands Marketing, Brands PR & Communications, Revenue Management and National Sales Offices in Hong Kong, Taiwan, Macau and mainland China. He is coordinating all these activities in the world's biggest country and the world's fastest growing tourism economy.
What are some of the changes you have implemented since taking the reins at InterContinental?
I have concentrated on a re-alignment of the sales and marketing structure for our Greater China operations. To this end, I have implemented a "Forecast Accuracy" concept that will keep us in better line with our growth. I have also enhanced our brand discipline and worked to strengthen our Revenue Academy participation.
How is working at IHG different from working for other hotels management companies in Asia?
IHG is a very robust global company. It requires a specific skill set and the company spends a lot of its resources on talent development and promotes "work-life-balance" across the world. It is a company with strong focus on growth, both in the number of hotels and talent that it hires.
IHG is committed to have a minimum of 125 hotels in Greater China by 2008. It is a very people-oriented company whereby everyone is equal, regardless of position, race and/or nationality. It has a strong culture of "informality" within the company and everyone addresses each other by first name, even to senior colleagues from a head office.
IHG has set a clear goal to be a 360-degree company by 2008 and a vision to be one of the best companies in the world through Brand Performance; Excellent Hotel Returns; Market Scale and Knowledge; and Alignment of our Organization.
What qualities do you seek in the people you hire?
Other than the basic experience and academic background, they must be humble, honest, passionate, loyal, fun and finally know when to be serious and when to have a good time. They should be well-rounded individuals who can deal with different situations that can ultimately help IHG provide fantastic services to its guests.
How do you see domestic Chinese travelers shaping InterContinental's brands over the next 5 years?
IHG has 4 brands in Greater China covering different market segments. InterContinental Hotels & Resorts is a luxury brand targeting high-end international travelers. Crowne Plaza is a brand focusing on meeting organization and travelers within the region. Holiday Inn and Express by Holiday Inn serve more domestic travelers in the mid-scale market.
By 2020, China outbound travelers will reach 100 million and IHG is set to increase its brand awareness and brand loyalty domestically while setting the groundwork for its hotels globally.
We also want to leverage our Priority Club Rewards (PCR) program in Greater China. Among 1.9 million PCR members in Asia Pacific, 1 out of 3 is Chinese.
What are some of the challenges to operating a hospitality business in China?
Human resources and talent development are always a challenge. We must strive to instill good skills in our hires so that they can perform accordingly within our organization.
Increasingly, owners and guests have more choice of brands, so competition is becoming fiercer. But IHG is well-positioned to seize every market that we enter.
What type of training and incentives do you offer your sales & marketing staff?
IHG provides all sorts of training and it is up to the individual to inform his or her manager on what he or she would like to be trained in. Example of our training courses include: Leadership Program, Strategic Selling Program, Time Management, Business Presentation Skill, and Specific Function Needs.
IHG rewards it employees through recognition; year-end bonuses; better pay and benefits; overseas courses or training; and promotions.
It's a great place to work where emphasis is placed on employee development. In the end, this trickles down to the great service we can provide our guests and customers.
How is InterContinental planning to expand its economy hotel business in the next few years?
Currently we have two Express by Holiday Inn open in Greater China, and the first Express by Holiday in Shanghai will open by end of this year. Ten more Express Hotels are in the pipeline.
With China's rapid economic growth seen as continuing, increased automobile manufacturing capacity, lower car prices as tariff barriers fall after World Trade Organization accession, and increasing access to loans to finance automobile purchases, the Chinese vehicle fleet is expected to continue growing in the coming years. This has a positive impact on the growth of our hotels.
This creates a high demand for budget and convenient hotels. Express by Holiday Inn can take advantage of this trend and have a wide distribution in both China's major and second tier cities.
Express by Holiday Inn is a fresh, clean, uncomplicated hotel choice offering comfort, convenience and good value. It is an international brand that has a strong appeal to both international and domestic travelers.
More Express by Holiday Inn hotels will open soon in Shanghai, Beijing, Dalian, Xi'an, Changshu, Shenzhen, and Jiuzhaigou.
As an avid diver, how does your current job afford you time to handle your hobbies?
As mentioned, IHG is a company that focuses on "work-life-balance." It has a strong belief that its employees must spend quality time with family and friends. Every year, we are encouraged to spend a minimum of two to three weeks vacation and never work or send email on weekends, unless the matter is urgent. Therefore, one never feels guilty when spending time with family or engaging in hobbies like my scuba diving.
Where is the best place you have dived and why was it so great?
I have not dived in many places other than Phuket, Koh Samui, PP Island, Langkawi, Kota Kinabaru and, Cebu. My favorite spot is still Phuket. Depending on the season, you can go as deep as 18 meters and the water is still clear without your goggles. The coral in certain islands in Phuket can be breathtaking. What makes the difference is still the service provided at the end of the day by the diving agent or instructor. You can have a great spot but if the facility, service and food are lousy, you will not return.
I look forward to my two diving destination, which are Maldives and Gold Cost of Australia.
If a traveler only has 24 hours to stay in Shanghai, how do you suggest they spend their time?
1) 1.5 hours breakfast at the Grand Hyatt Shanghai (fantastic view of Shanghai).
2) 0.5 hour at Starbuck Sidewalk Cafe along Hua Hai Road, watching the busy Shanghai people while sipping your favorite latte or cappuccino.
3) 1.5 hours lunch at Fook Lam Moon Cantonese Restaurant
4) 2.0 hours at the Yue Garden
5) 1 hour afternoon tea at the Garden Hotel
6) 2 hours in Xin Tian Di for dinner
7) 0.5 hour walking along the Bund
8) 1 hour at M on the Bund for drink
9) 2 hours at The Face Bar & Restaurant
If you could offer a rookie some advice about how to succeed in the global hospitality sector, what advice would you give?
Not only do you need to establish "who you know" but at the same time, "who knows you" is critically important. At the end of the day, talk less, listen more and don't mind the extra work. Have a big heart and be willing to help. Learn to forgive and learn to work with people that you don't like. And last but not the least, be hardworking, be honest, be sincere and love your job.