InterContinental launches repositioning of Crowne Plaza

26 October 2011 by
InterContinental launches repositioning of Crowne Plaza

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."

Bid deadline for Crowne Plaza Cambridge >>

IHG launches ‘best price guarantee' website >>

IHG weighs in to support Caterer's Slash VAT campaign >>

By Kerstin Kühn

E-mail your comments to Kerstin Kühn here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to jobs

Looking for a new job? Find your next job here with jobs

Blogs on ]( Catch up with more news and gossip on all Caterer's blogs
[E-newsletters]([ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking