IHG will reposition its 400-hotel portfolio if the upscale Crowne Plaza brand through a three-pronged, multi-year approach. The first phase, “Freshen Up,” is currently underway and focuses on raising product quality and consistency by refreshing the Sleep Advantage program and launching a new brand identity with a modern look and feel.
The second phase, “Move Up,” will focus on a new customer and deliver enhanced products and services to meet their needs. Activities within this phase will include a new global branded service training program, development and distribution in major gateway cities and resort markets, increasing trial and brand awareness, and delivering on key drivers of guest satisfaction. This will be the brand focus throughout 2012 and 2013.
In the final “Shine” phase, Crowne Plaza will implement “new and innovative brand hallmarks that will be rigorously tested across the globe,” IHG states.. This final phase will take place 2013 through 2015.
