IHG’s Crowne Plaza brand to get USD200 million makeover
Saturday, 06 Jun, 2016
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Intercontinental Hotels Group plans to spend up to $200 million in updating its Crowne Plaza hotel brand.
Lasting up to three years the Crowne Plaza Accelerate program for the Americas will involve a design makeover, geared more toward business travelers.
It will include the ‘WorkLife Room,’ a new guestroom design offering modern, multi-functional design and more working space.
There will also be more tech-enabled public spaces for created for ‘meetings between the meetings.’
"The Crowne Plaza brand is redefining what it means to deliver an unrivaled guest experience for the modern business traveler. Whether it is working, moving between the intersection of work and relaxation or powering down for day, the brand’s plan is meeting the evolving expectations of the modern business traveler in a new way," Eric Lent, VP, Holiday Inn and Crowne Plaza for the Americas said.
The company will also ramp up marketing activity for the brand next year with social media, digital and TV ads.
Among other things, Crowne Plaza associates will get a new designer created uniform to match the rebrand.
IHG has 171 Crowne Plaza hotels in the Americas with a further 2,200 rooms under development.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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