IHG to Invest $200 Million in Crowne Plaza Brand in the Americas
Photo courtesy of InterContinental Hotels Group.
InterContinental Hotels Group (IHG) has announced plans to invest $200 million in its Crowne Plaza Hotels & Resorts brand in the Americas.
Known as the Crowne Plaza Accelerate plan, the investment will take place over a three-year period and include a new marketing campaign set to launch in 2017, the addition of innovative and more modern amenities as well as providing enhanced resources and tools for staff.
Although IHG said the Crowne Plaza brand has grown overall guest satisfaction twice as fast as the upscale segment, the Accelerate plan aims to ensure the brand continues to meet guest needs — especially the evolving needs of today's business traveler — in the Americas.
"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 IHG's CEO of the Americas Elie Maalouf said in a statement. "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."
As mentioned, the plan will include a significant investment in the brand's sales and marketing efforts. Set to launch in early 2017, the company's new campaign will set out to show road warriors how the Crowne Plaza brand is able to meet their needs.
The design enhancments will include the introduction of the WorkLife Room, a versatile concept that will allow guests to open up space for work, socializing or relaxing.
"The Crowne Plaza brand is redefining what it means to deliver an unrivaled guest experience for the modern business traveler," said IHG's Vice President of Crowne Plaza in the Americas Eric Lent in a statement. "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."
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