Inside IHG's $200M Crowne Plaza Americas push

(Crowne Plaza Times Square)

InterContinental Hotels Group (IHG) is investing $200 million in Crowne Plaza Hotels & Resorts in the Americas region.

The Crowne Plaza Accelerate plan, which will run for a three-year period, will focus on increased sales and marketing efforts while improving the guest experience. In addition, IHG will continue to selectively invest to secure Crowne Plaza hotels in key markets throughout the region.

“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," said Elie Maalouf, CEO, The Americas, IHG. "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 travelers.”

The Crowne Plaza Accelerate plan includes:

  • A significant investment behind sales and marketing, including the launch of a new marketing campaign in early 2017 targeting business travelers.
  • High impact, distinctive and meaningful innovations that deliver sophisticated design and modern amenities. This includes a new guestroom – the WorkLife Room – which creates more space to work, socialize and rest. Additionally, a new approach to the “meetings between the meetings” includes technology-enabled public spaces designed for solo work and small group meetings with on-demand services.
  • A continued commitment to provide additional teams and tools to hotels.

“The Crowne Plaza brand is redefining what it means to deliver an unrivaled guest experience for the modern business traveler," said Eric Lent, VP, Holiday Inn and Crowne Plaza, The Americas. "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.”