InterContinental Hotels Group (IHG) has unveiled a global repositioning of its Crowne Plaza brand, to take place over the next three years.
The repositioning, which will run up until 2015, will be executed through three phases designed to improve the quality of Crowne Plaza's portfolio, raise levels of customer service and refresh the brand identity to differentiate it from its competitors.
IHG said the Crowne Plaza brand was a "top priority" for the company with a "solid foundation for future growth".
Crowne Plaza is currently in the first phase of the repositioning, which is particularly focused on raising product quality and consistency of its properties in the Americas.
The second phase, which will roll out between 2012 and 2013, will focus on reaching new customers and include the launch of a global branded service training programme to increase customer satisfaction.
The final stage of the repositioning, from 2013 to 2015, will introduce new "innovative brand hallmarks", designed to clearly differentiate Crowne Plaza from its competitors.
IHG says Crowne Plaza, which has 25 hotels across the UK and Ireland and is the fourth largest "upscale" hotel brand in the world, generates around £2.34b a year globally in gross revenue.
Janis Canon, vice-president of global brand management at Crowne Plaza Hotels & Resorts, commented: "The Crowne Plaza global portfolio has doubled since 2003 to nearly 400 hotels, and our global pipeline has increased four-fold to 115 hotels. Momentum is building for Crowne Plaza, and the future is bright."
By Kerstin Kühn
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