#Moving <set color="#9cff00">with purpose</set>
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Creating the corporate reporting suite for the global hospitality company, with a purpose to provide ‘True Hospitality for Good’.

IHG Corporate Reporting

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#### In brief
IHG Hotels & Resorts is a global hospitality company with 19 hotel brands and an overriding purpose to provide ‘True Hospitality for Good’. Its ambition is to deliver industry-leading growth in its scale, enterprise platform and performance, and do this sustainably for all stakeholders. An ongoing priority for IHG is demonstrating this purpose throughout the Annual Report. 

IHG predominantly franchises its brands and manages hotels on behalf of third-party hotel owners. A core focus for the 2023 report was to explain its unique business model in a way that was clear and transparent, whilst also communicating its updated strategy to its broad stakeholder base. 

#### What we did
We supported IHG in communicating its refreshed strategy in its 2023 Annual Report, which involved streamlining the introduction to the strategy section of the report and focusing in on the core growth behaviours and strategic pillars. This approach provides a more condensed read and focuses on the core strategic elements, making it clear what IHG stands for. 

This high-level disclosure is followed by a summary of progress achieved against each strategic priority, which includes cross-references to a more thorough debrief. Each debrief includes key statistics within a ‘2023 at a glance’ segment. These varied levels of disclosure allow the reader to absorb the key facts whilst allowing for more granular detail to follow. 

To overcome the challenge of communicating IHG’s complex business model, we worked with IHG to address the issue upfront, clearly explaining its unique franchised model from the offset. 

The structure of the business model was stripped back, simplifying the core content into a table structure and removing some of the complexity. We used data to supplement the narrative and colour coding to highlight key content. This resulted in a business model that clearly articulates the unique way in which IHG generates revenue, whilst also providing the appropriate level of detail to investors. 

A key focus for IHG was on ensuring its purpose of providing ‘True Hospitality for Good’ was integrated throughout the report. This is centred around providing stakeholders with the best possible hospitality experience. IHG identifies its achievements in relation to stakeholders up front in the Annual Report, illustrating the importance of this purpose. 

Furthermore, the governance section was a key area of focus for IHG’s 2023 Annual Report, the company wanted to make it more engaging and draw attention to key governance features such as the governance structure and external board evaluation process. Formerly sterile areas of reporting such as the list of regular Board discussion points was replaced with a succinct table, categorising key areas of concern in to distinct groups, providing a more engaging read.

IHG Hotels & Resorts operates 19 world famous hotel brands across more than 100 countries, with over 6,000 open hotels and one of the industry’s largest loyalty programmes. With an overriding purpose to provide ‘True Hospitality for Good’, its ambition is to deliver industry-leading growth in its scale, enterprise platform and performance, and do this sustainably for all stakeholders. An ongoing priority for IHG is demonstrating this purpose throughout the Annual Report.

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years working with IHG PLC

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Design Bridge and Partners Corporate Communications team create the corporate reporting suite for the global hospitality company, with a purpose to provide ‘True Hospitality for Good’.

Design Bridge and Partners | IHG Corporate Reporting

Superunion and Design Bridge come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge and Superunion come together to create Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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IHG Corporate Reporting

Moving with purpose