Strategy is about making distinct and clear choices about where and how to compete in order to achieve a set of business goals. In addition, an organisation needs to be able to execute these choices with focus and measure its success using a clear set of comprehensively aligned metrics.
IHG's strategy determines a set of choices to balance the quality of our hotels and the speed at which we grow. We measure this through key performance indicators (KPIs) such as growing our RevPAR, our system size and our margins. In addition, we ensure we continue to improve employee engagement and increase the proportion of hotel room demand that we generate for our owners through our proprietary distribution and reservation systems.