IHG Shares Global Repositioning Strategy for Crowne Plaza(R) Hotels & Resorts

By: InterContinental Hotels Group | 1,014 Shares 91 Reads

October 25, 2011 // Franchising.com // ATLANTA – From its annual Americas Investors & Leadership Conference in Las Vegas, IHG (InterContinental Hotels Group) [LON: IHG, NYSE: IHG (ADRs)] today shared the Crowne Plaza® Hotels & Resorts global repositioning strategy with close to 5,000 conference attendees. The global repositioning is a multi-year process with a clear three-phased approach.

“Crowne Plaza is in good shape with a solid foundation for future growth, and we have much to be proud of. This is the fourth largest upscale hotel brand in the world, with a strong pipeline for future growth, and it generates $3.5 billion in gross revenues for IHG globally,” said Richard Solomons, Chief Executive Officer for IHG. “Crowne Plaza is a top priority for IHG, and the time is now to differentiate the brand from its competitors in a meaningful and relevant way.”

The three phases of the repositioning are defined as “Freshen Up”, “Move Up” and “Shine”. The first “Freshen Up” phase will focus on raising product quality and consistency, primarily in the Americas, driving revenue and performance across the portfolio, refreshing the Sleep Advantage® program in the Americas and launching a new brand identity with a modern look and feel. Crowne Plaza hotels are currently underway in the “Freshen Up” phase; activity will continue into 2012.

The second phase, “Move Up”, will elevate Crowne Plaza to focus on a new customer and deliver enhanced products and services to meet their needs. Activities within this phase will include a new global branded service training program, development and distribution in major gateway cities and resort markets, increasing trial and brand awareness, and delivering on key drivers of guest satisfaction. This will be the brand focus throughout 2012 and 2013.

In the final ”Shine” phase, Crowne Plaza will be clearly differentiated from competitors through new and innovative brand hallmarks that will be rigorously tested across the globe. This final phase will take place in 2013 through 2015.

“The Crowne Plaza global portfolio has doubled since 2003 to nearly 400 hotels, and our global pipeline has increased fourfold to 115 hotels,” said Janis Cannon, vice president, Global Brand Management, Crowne Plaza Hotels & Resorts. “Momentum is building for Crowne Plaza, and the future is bright.”

About Crowne Plaza Hotels & Resorts

As part of the IHG global portfolio, Crowne Plaza Hotels & Resorts is a dynamic hotel brand located in nearly 60 countries around the world in major urban centers, gateway cities and resort destinations. As the fourth largest upscale hotel brand in the world, Crowne Plaza was recently recognized by Lodging Hospitality magazine as one of the industry's top-growing brands and travel buyers rated Crowne Plaza as the top upscale/select-service brand in Business Travel News' 2011 U.S. Hotel Chain survey. Truly international, Crowne Plaza offers premium accommodation, designed for the discerning business and leisure traveler who appreciates simplified elegance combined with the practicality of the latest features, as well as value for money. At Crowne Plaza, guests can enjoy a 24-hour business service, wireless high speed internet access in the lobby plus fitness and leisure facilities. For reservations at Crowne Plaza properties, visit www.crowneplaza.comor call 1-800-2CROWNE. Twitter www.twitter.com/crowneplazaor Facebook www.Facebook.com/crowneplaza.

Media Contacts:
Caroline Sanfilippo, IHG, caroline.sanfilippo@ihg.com, +1(770) 604-2495
Suzette Meade, Weber Shandwick, smeade@webershandwick.com, +1(212) 445-8483

Notes to Editors:

IHG (InterContinental Hotels Group) [LON:IHG, NYSE:IHG (ADRs)] is a global company operating seven hotel brands including InterContinental® Hotels & Resorts, Hotel Indigo®, Crowne Plaza® Hotels & Resorts, Holiday Inn® Hotels and Resorts, Holiday Inn Express®, Staybridge Suites® and Candlewood Suites®. IHG also manages Priority Club® Rewards, the world’s first and largest hotel loyalty program with almost 60 million members worldwide.

IHG is the world’s largest hotel group by number of rooms and franchises, leases, manages or owns over 4,400 hotels and more than 656,000 guest rooms in 100 countries and territories, and has more than 1,100 hotels in its development pipeline.

IHG expects to recruit around 160,000 people worldwide over the next few years and is committed to gender balance throughout its business. We aspire to continue retaining a minimum of 25% female representation on the Board.

InterContinental Hotels Group PLC is the Group’s holding company and is incorporated in Great Britain and registered in England and Wales.

Visit www.ihg.com for hotel information and reservations and www.priorityclub.com for more on Priority Club Rewards. For our latest news, visit www.ihg.com/media, www.twitter.com/ihgplc or www.youtube.com/ihgplc.

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