IHG looks to reposition Crowne Plaza brand

25 Oct 2011 by BusinessTraveller

Intercontinental Hotels Group is to undertake a global repositioning of its Crowne Plaza brand, with a three-phase “Freshen Up”, “Move Up” and “Shine” programme.

IHG says that Crowne Plaza is the fourth largest upscale hotel brand in the world, generating £2.24 billion in gross revenues per year, and CEO Richard Solomons said that it was “time to differentiate the brand from its competitors in a meaningful and relevant way”.

The Freshen Up phase, which is already underway and will continue into next year, focuses on “raising product quality and consistency, primarily in the Americas, driving revenue and performance across the portfolio, refreshing the Sleep Advantage programme in the Americas and launching a new brand identity with a modern look and feel”.

The Move Up phase then aims to “elevate Crowne Plaza to focus on a new customer”, with initiatives during 2012 and 2013 including “a new global branded service training programme, development and distribution in major gateway cities and resort markets, increasing trial and brand awareness and delivering on key drivers of guest satisfaction”.

Finally the Shine phase will take place between 2013 and 2015, and will launch “new and innovative brand hallmarks”.

The repositioning follows the £1 billion programme to relaunch IHG’s Holiday Inn and Holiday Inn Express brands, which commenced in 2008 (see online news April 9, 2008), and has seen over 3,000 properties relaunched worldwide, with new logos, exterior facelifts and new lobby areas.

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Report by Mark Caswell

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