InterContinental Hotels Group (IHG) has revealed plans for a majorglobal repositioning of its Crowne Plaza Hotels & Resorts brand. The threephases of the repositioning are defined as ‘Freshen Up’, ‘Move Up’ and ‘Shine’.The Freshen Up phase, which is already underway, will focus on raising productquality and consistency, driving revenue, and launching a new modern brandidentity.
The second phase, Move Up, is aimed at boosting products andservices, and will include a new global service training programme, and brandawareness. This will take place in 2012 and 2013. In the final Shine phase, CrownePlaza is planning to be”clearly differentiated from competitors through new and innovative brandhallmarks”. While the details of this phase were not revealed, the company saidthey will be tested across the globe between 2013 and 2015.
“The Crowne Plazaglobal portfolio has doubled since 2003 to nearly 400 hotels, and our globalpipeline has increased four-fold to 115 hotels. “Momentum is building for CrownePlaza, and the future isbright,” said Janis Cannon, VP ofglobal brand management at Crowne Plaza.