IHG to reposition Crowne Plaza Hotels & Resorts

 The InterContinental Hotels Group has announced the global repositioning strategy for the Crowne Plaza Hotels & Resorts.

The global repositioning is a multi-year process with a three-phased approach 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. Crowne Plaza hotels are currently underway in the “Freshen Up” phase; activity will continue into 2012.

The second phase, “Move Up”, will focus on a new customer and deliver enhanced products and services. 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.”

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