InterContinental Hotels Group announces a US$200 million investment in Crowne Plaza Hotels & Resorts in the Americas region.
The Crowne Plaza Accelerate plan, which will run for a three-year period, will “help ensure that the brand remains at the forefront of the new way of doing business with design-led, culturally-relevant, technology-enabled solutions to genuinely empower, energise and inspire the modern business traveller to Make Business Travel Work”.
The plan will help enhance brand performance while also “creating a guest experience with modern swagger, innovative technology, responsive service and flexible spaces that put the modern business traveller in control as they strive to integrate work and life, socialise and recharge.”
InterContinental Hotels Group announces a US$200 million investment in Crowne Plaza Hotels & Resorts in the Americas region.
The Crowne Plaza Accelerate plan, which will run for a three-year period, will “help ensure that the brand remains at the forefront of the new way of doing business with design-led, culturally-relevant, technology-enabled solutions to genuinely empower, energise and inspire the modern business traveller to Make Business Travel Work”.
The plan will help enhance brand performance while also “creating a guest experience with modern swagger, innovative technology, responsive service and flexible spaces that put the modern business traveller in control as they strive to integrate work and life, socialise and recharge.”
IHG’s investment will focus on increased sales and marketing efforts and continuous improvement of the guest experience. In addition, IHG will continue to selectively invest to secure high quality Crowne Plaza hotels in key markets throughout the region that showcase the future of business travel.
Elie Maalouf, CEO, The Americas, IHG said: “Our growth strategy for IHG in the Americas is building great momentum and the Crowne Plaza brand plays an important role in continuing this success.
“The brand is a global powerhouse and this plan will accelerate its growth and performance in the Americas, extending its leadership and guest satisfaction performance in the upscale hotel segment for today’s business travellers.”
IHG lays out the Crowne Plaza Accelerate plan as follows:
* A significant investment behind sales and marketing, including the launch of a new marketing campaign in early 2017 to enrich business travellers’ hearts and minds about how the Crowne Plaza brand can meet their holistic needs.
* High impact, distinctive and meaningful innovations that deliver sophisticated design and modern amenities. This includes the guest room of the future – the WorkLife Room – that turns the traditional guest room on its head by creating more space to work, socialise and rest. Additionally, a revolutionary approach to the “meetings between the meetings” includes technology-enabled public spaces designed for solo work and small group meetings with on-demand services such as an iPad installed in the space to order a caffeine hit or a bite to eat while you work.
* A continued commitment to brand excellence by providing additional teams and tools to hotels. The Crowne Plaza brand has grown overall guest satisfaction twice as fast as the Upscale segment and will maintain this focus by providing additional resources to ensure every Crowne Plaza hotel delivers at the highest levels over the next 18 months.