In order to continue providing high returns to their shareholders, they have built their brand value and loyalty. The hotel measures its performance through a set of key performance indicators that monitor its success in achieving its strategy in order to continue to generate growth. InterContinental locates its hotels in markets where the economy is growing, such as emerging markets. These markets have high demand from international travelers and have great growth potential. The company focuses on countries where it already has a strong competitive position or on creating new competition among its local competitors. Many of these countries include the United States, Canada, China, Germany, Middle East, Mexico, India, United Kingdom, Russia, and Indonesia. They are focusing on these countries to ensure their efforts of building a loyal brand to offer a unique stay to those looking for something unique and out of the ordinary. This type of approach helps the brand gather important security locations and grow its brand. The focus on these countries also helps them maintain focus on large, key cities that attract millions of international travelers who benefit from global brand awareness and increase customer loyalty.