The repositioning will roll out in three stages, aiming to raise the quality of Crowne Plaza’s estate, refresh the brand identity and improve customer service, between now and 2015.
IHG says Crowne Plaza is a “top priority” for the group and has a strong pipeline for future growth.
Crowne Plaza is currently in the first phase of the activity, which is particularly focused on raising product quality and consistency of hotels and resorts in the Americas region.
The next phase, which will roll out between 2012 and 2013, will include the introduction of a global branded service training programme to increase customer satisfaction and will also focus on increasing brand awareness and trial.
The final stage of the repositioning will see the introduction of new “innovative brand hallmarks”, which aim to clearly differentiate Crowne Plaza from its competitors.
IHG says Crowne Plaza generates around £2.34bn a year globally in gross revenue. It owns 25 hotels across the UK and Ireland and is the fourth largest “upscale” hotel brand in the world, competing with brands such as Hilton, Marriott and Radisson.
Janis Canon, vice president of global brand management, at Crowne Plaza Hotels & Resorts, says: “The Crowne Plaza global portfolio has doubled since 2003 to nearly 400 hotels, and our global pipeline has increased fourfold to 115 hotels. Momentum is building for Crowne Plaza, and the future is bright.”
IHG announced a restructure of its senior management team in July, which saw the departure of its chief marketing officer Tom Seddon, following the reposition of the role to become more brand based.