CAPITAL MARKETS’ DAY
WHY MULTI BRAND?
Gordon McKinnon
Executive Vice President Brands, Brand Leader Hotel Missoni
(1)

SESSION AGENDA
WHY MULTI BRAND?
1. PORTFOLIO STRATEGY
2. BRAND STRATEGIES
3. HOTEL MISSONI
(2)

BUSINESS OBJECTIVE
HOW TO ACHIEVE INDUSTRY LEADING GROWTH
IN BOTH INCREASE IN ROOMS AND EBITDA MARGINS
(3)

(4)

BRAND STRATEGIES
The marketplace is ever changing
The competitive brandscape is increasingly competitive
6 clear brand positions
• each with distinct and relevant competitive advantage, each at different lifecycle stages
2 core growth brands + 3 brands in development + 1 new corporate brand
• Creating staged growth opportunities
• Brands created to generate both development and consumer demand
• Brands that understand the need for relevance through constant evolution – on a journey
• Brands that are created for cost effective roll out and efficient operational excellence
• Brands that are developing better global alignments, synergies and benefits
(5)

HOLISTIC APPROACH TO BRANDS
Rounding our triangle of excellence Promises and verifications of a brand
INVESTOR SHARE
COMMUNITY HOLDERS
CUSTOMERS
MEDIA
BRANDS
Broad brand touch points
EMPLOYEES
PARTNERS
Awareness Consideration Booking Arrival
HOTELS
HOTEL
OWNERS
Return Customers’ Journey Room
Loyalty Check Out Services
(6)

OUTLINE BRAND STRATEGIES: 2 PLUS 2
2 core brands
upper upscale:
‘new breed’, lifestyle at scale
mid market with:
‘adding colour to life’, mastering the essentials
2 brands in development
luxury:
traditional luxury with a contemporary edge, global superbrand, simply the best
lifestyle:
not just a fashion brand it’s a way of life – new luxury
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(8)

(9)

(10)

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BRAND STRATEGIES: PART OF A 4C SET PROCESSES AND CONTROLS
BUSINESS PLAN
How to achieve industry leading growth in both net increase in rooms and EBITDA margins
BUSINESS DEVELOPMENT
DEVELOPMENT PROCESSES
STRATEGIES
BRAND OPERATIONAL
STRATEGIES EXCELLENCE
+ CONTROLS
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(14)

(15)

PORTFOLIO POSITIONING AND BRAND WIDTHS
CORE COMPETENCE
Four Seasons
Morgan Our luxury brand
Ritz Carlton
W
Bvlgari
InterContinental
Our lifestyle brand
Brand Luxury
Management Our up-market
Hilton
Marriott core brand
Sheraton
Sofitel
First class
Holiday Inn
Our mid-market
Novotel growth brand
Scandic
Mid-market
Ibis
Our “up the sleeve”
brand
Culture Economy
of Service
Formule 1
Budget
Increased level of
SOURCE: HVS International
service
(16)

PORTFOLIO POSITIONING AND BRAND WIDTHS
CORE COMPETENCE
Four Seasons
Morgan Our luxury brand
Ritz Carlton
W
Bvlgari
InterContinental
Our lifestyle brand
Brand Luxury
Management Our up-market
Hilton
Marriott core brand
Sheraton
Sofitel
First class
Holiday Inn
Our mid-market
Novotel growth brand
Scandic
Mid-market
Ibis
Our “up the sleeve”
brand
Culture Economy
of Service
Formule 1
Budget
Increased level of
SOURCE: HVS International
service
(17)

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
44. Low income larger families, semis 3.3
45. Low income, older people, smaller semis 2.9
46. Low income, routine jobs, terraces and flats 1.2
HARD PRESSED N. Struggling Families 13.3 47. Low income families, terraced estates 2.5
48. Families and single parents, semis and terraces 1.9
5
49. Large families and single parents, many children 1.5
50. Single elderly people, council flats 1.6
21.2 O. Burdened Singles 4.2 51. Single parents and pensioners, council terraces 1.7
52. Families and single parents, council flats 1.0
53. Old people, many high-rise flats 0.7
P. High-Rise Hardships 1.6 54.Singles and single parents, high-rise estates 0.9
55. Multi-ethnic purpose built estates 1.1
Q. Inner City Adversity 2.1 56.Multi-ethnic, crowded flats 1.0
57.Mainly communal population
U. Unclassified

REZIDOR BRANDS:
FUTURE SEGMENT
COVERAGE
Historic segment classifications
Rezidor’s brands within each
segement
Current US market segments
Examples of developing niches and
further refining of segments
Rezidor brand’s desired position
Rezidor brand’s extended width
Derived opportunities
– market and Rezidor
(19)

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
44. Low income larger families, semis 3.3
45. Low income, older people, smaller semis 2.9
46. Low income, routine jobs, terraces and flats 1.2
HARD PRESSED N. Struggling Families 13.3 47. Low income families, terraced estates 2.5
48. Families and single parents, semis and terraces 1.9
5
49. Large families and single parents, many children 1.5
50. Single elderly people, council flats 1.6
21.2 O. Burdened Singles 4.2 51. Single parents and pensioners, council terraces 1.7
52. Families and single parents, council flats 1.0
53. Old people, many high-rise flats 0.7
P. High-Rise Hardships 1.6 54.Singles and single parents, high-rise estates 0.9
55. Multi-ethnic purpose built estates 1.1
Q. Inner City Adversity 2.1 56.Multi-ethnic, crowded flats 1.0
57.Mainly communal population
U. Unclassified

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 79%
 37m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 79%
 37m UK adults
 narrowcast 35%
 17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 62%  population 78.8%
 30m UK adults  37m UK adults
 narrowcast 35.3%
 17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent urban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 62%  population 79%
 30m UK adults  37m UK adults
 narrowcast 33%  narrowcast 36%
 16m UK adults  17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
LUXURY
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent uban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 33%  population 62%  population 79%
 16m UK adults  30m UK adults  37m UK adults
 narrowcast 33%  narrowcast 36%
 16m UK adults  17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
LUXURY
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent uban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 33%  population 62%  population 79%
 16m UK adults  30m UK adults  37m UK adults
 narrowcast 31%  narrowcast 33%  narrowcast 35%
 15m UK adults  16m UK adults  17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
LUXURY
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
LIFESTYLE 12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent uban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 40%  population 33%  population 62%  population 79%
 20m UK adults  16m UK adults  30m UK adults  37m UK adults
 narrowcast 31%  narrowcast 33%  narrowcast 35%
 15m UK adults  16m UK adults  17m UK adults

The ACORN UK Consumer Classification
CATEGORY UK Pop GROUP UK Pop TYPE UK Pop
% 1. Wealthy mature professionals, large houses 2.1
% A. Wealthy Executives 8.6
2. Wealthy working families with mortgages
3. Villages with wealthy commuters
2.2
2.1
WEALTHY ACHIEVERS 4. Well-off managers, larger houses 2.2
5. Older affluent professionals 1.9
LUXURY
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
6. Farming communities
7. Old people, detached homes
8. Mature couples, smaller detached homes
9. Older families, prosperous suburbs
10. Well-off working families with mortgages
1.9
1.9
2.1
2.3
2.6
11. Well-off managers, detached houses 3.3
LIFESTYLE 12. Large families and houses in rural areas 0.7
13. Well-off prof., larger houses & converted flats 0.8
D. Prosperous Professionals 2.1 14. Older prof in suburban houses & apartments 1.3
URBAN PROSPERITY 15. Affluent uban professionals, flats 1.1
E. Educated Urbanites 16. Prosperous young professionals, flats 1.0
5.5 17. Young educated workers, flats 0.7
2 UPPER UPSCALE
11.5
F. Aspiring Singles 3.8
18. Multi-ethnic young, converted flats
19. Suburban privately renting professionals
20. Student flats and cosmopolitan sharers
21. Singles and sharers, multi-ethnic areas
22. Low income singles, small rented flats
1.1
1.6
0.6
1.6
1.3
23. Student terraces 0.4
24. Young couples, flats and terraces 1.0
G. Starting Out 3.1
MID MARKET 25. White-collar singles/sharers, terraces 2.1
COMFORTABLY OFF 26. Younger white-collar couples with mortgages 2.2
27. Middle income, home owning areas 2.4
H. Secure Families 15.5 28.Working families with mortgages 2.6
3 27.4
I. Settled Suburbia 6.1
29. Mature families in suburban semis
30. Established home owning workers
31. Home owning Asian family areas
32. Retired home owners
33. Middle income, older couples
3.5
3.8
1.1
1.1
2.9
34. Lower incomes, older people, semis 2.1
35. Elderly singles, purpose built flats 0.8
J. Prudent Pensioners 2.7 36. Older people, flats 1.9
37.Crowded Asian terraces 0.6
K. Asian Communities 1.5 38. Low income Asian families 1.0
MODERATE MEANS
39. Skilled older families, terraces 2.7
L. Post-Industrial Families 4.7
4
40.Young working families 2.0
13.8
41. Skilled workers, semis and terraces 2.7
M. Blue-collar Roots 7.5 42. Home owning families, terraces 3.0
43. Older people, rented terraces 1.8
 population 40%  population 33%  population 62%  population 79%
 20m UK adults  16m UK adults  30m UK adults  37m UK adults
 narrowcast 20%  narrowcast 31%  narrowcast 33%  narrowcast 35%
 10m UK adults  15m UK adults  16m UK adults  17m UK adults

Q: Why?
A: Premium performing growth
Hotel Missoni will take us in to premium performing opportunities
that we wouldn’t get close to with any of our other brands.

% %
A. Wealthy Executives
Wealthy Achievers 8.6 40%
1 25.4 B. Affluent Greys
C. Flourishing Families
7.9
9.0
of total population
D. Prosperous Professionals 2.1
Urban Prosperity E. Educated Urbanites narrowcast to
11.5 5.5
2 F. Aspiring Singles 3.8
20%
G. Starting Out 3.1
Comfortably Off
H. Secure Families 15.5
10 million
UK adults
27.4
3 I. Settled Suburbia 6.1
J. Prudent Pensioners 2.7
K. Asian Communities
Moderate Means 1.5
13.8 L. Post-Industrial Families 4.7
4 M. Blue-collar Roots 7.5
N. Struggling Families 13.3
Hard-Pressed
21.2 O. Burdened Singles
5
4.2
P. High-Rise Hardships 1.6
Q. Inner City Adversity 2.1
U. Unclassified

The market and the competition
 Now a fast growing fragmented market
 5 broad baskets heading towards traditional segmentation
 Singular design independents: Design Hotels = 170 members
 Small groups: Morgan, Firmdale, Kimpton, Malmaison, Hotel du Vin
 Fashion hotels per few: Bulgari, Armani, Feragamo, Versace
 Corporates: W, Aloft, Indigo, Edition
 Emerging concepts: Citizen M, Yotel, Big Sleep, Dakota, Nylo
 Luxury and lifestyle segment still seen as the leading growth market
across all global theatres, even through recession.

Competiti
Brand Current Under
on Name Hotels Development
sample Armani
Bulgari
0
2
2
0
Columbus 1 0
Como 8 0
Dakota 3 0
Design Hotels 170 -
Firmdale 6 2
Hotel du Vin 11 5
Indigo 15 58
Kimpton 41 19
Lungarno 2 0
Malmaison 12 1
Morgan 7 5
Nylo 2 50
W Hotels 26 27
Yotel 2 40

W Hotels growth
30
25
20
15
10
5
0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2006 2007 2008

Starwood Hotels & Resorts RevPar by brand
Brand RevPAR ($) 2007 Index to W
Sheraton 105.94 45
Westin 136.83 58
St. Regis 234.07 100
Le Meridien 141.10 61
W 232.62 100
Four Points 76.85 33
Other 106.28 45
TOTAL 122.67 52

Development strategy
 A and B target locations determined as guide
 1 to 2 ratio, A to B sites
 Initial Rezidor theatre focus
 Opportunistic growth in the global mega markets
 City centres and resorts
 New build sites and total conversions

The story so far
 2005 / 2006 master license deal signed
 Rezidor pipeline analysed for suitable locations and properties
 Two came through the process, Kuwait and Edinburgh
 Real time brand development
 Core components: Hotel, Cucina, Bar
 Optional components: Spa, Meeting & Events, Caffe
 Development completing
 Launching Q1 – Q2 2009

The brand’s topline definition
 Within the design / lifestyle sector a unique position
 Iconic, eclectic, collective
 Unashamedly all that’s good about Italian life
 New luxury

What the research says
 66% of those interviewed knew the Missoni brand
 84% would consider a lifestyle hotel before any other hotel option
 93% would envisage using a Hotel Missoni
 75% would be willing to pay up to a 40% price premium to stay in a
lifestyle hotel
 81% thought that a lifestyle hotel did not need to be positioned in the
luxury category
Source: Price Waterhouse Coopers, IMHI final project, HVS International

The launch plan
 Highly targeted to Q1 / Q2 2009
 Edinburgh and Kuwait opening Q2 2009
 PR led – narrow, narrow, narrowcast
 Highly selected media mainly style based international magazines:
Intro interviews already held including Condé
Nast Traveller UK and US, Harpers & Queen,
Wallpaper, Fortune, W, Elle Décor, Herald
Tribune, New York Times
 Follow up London & New York Media Road shows planned
 Missoni / Missoni PR support
 Media relations ad support campaign
 Three phase on line launch www.hotelmissoni.com

Signage

SO WHY MULTI BRAND?
HOW TO ACHIEVE INDUSTRY LEADING GROWTH
IN BOTH INCREASE IN ROOMS AND EBITDA MARGINS
THE WORLD IS BECOMING A NICHE MARKET:
CAREFULLY SEGMENTED RELEVANT BRANDS
DRIVE PREMIUM PERFORMANCE AND CREATE MORE
BUSINESS DEVELOPMENT OPPORTUNITIES
PRE MULTI BRAND: GROWTH = 10 pa
POST MULTI BRAND: GROWTH = 50 + pa
(56)