IHG to Invest US$ 200 Million in Crowne Plaza Brand in Americas

InterContinental Hotels Group has unveiled plans to invest US$200 million in Crowne Plaza Hotels & Resorts in the Americas region.

The Crowne Plaza Accelerate plan, which will run for a three-year period, will focus on increased sales and marketing efforts and continuous improvements to the guest experience. In addition, IHG will continue to selectively invest to secure high quality Crowne Plaza hotels in key markets throughout the region.

Elie Maalouf, CEO, The Americas, IHG said, “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. 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.”

The Crowne Plaza Accelerate plan includes:

- A significant investment behind sales and marketing, including the launch of a new marketing campaign in early 2017.

- Innovations such as the “WorkLife Room” which IHG says “turns the traditional guest room on its head by creating more space to work, socialize and rest”.

- Technology-enabled public spaces, especially in event spaces, designed for solo work and small group meetings with on-demand services such as an iPad installed in the space to order a caffeine hit or a bite to eat for example.

Eric Lent, VP, Holiday Inn and Crowne Plaza, The Americas, said, “The Crowne Plaza brand is redefining what it means to deliver an unrivaled guest experience for the modern business traveler. 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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