IHG freshens movesup shines Crowne Plaza

first_imgSource = e-Travel Blackboard: N.J InterContinental Hotels Group (IHG) unveiled a new three step global repositioning strategy this week that will ‘freshen up, move up and shine’ its Crowne Plaza properties. Speaking at the Americas Investors and Leadership Conference in Las Vegas on Tuesday, the Group’s chief executive Richard Solomons explained that while the brand generated up to $3.5 billion in gross revenue it was time to “differentiate the brand from its competitors”.Splitting the process up into three phases; ‘Freshen Up’, ‘Move Up’ and ‘Shine’, the first stage is already in motion within the Americas, with the company aiming to raise product quality and consistency with a new brand identity and a modern look and feel.Aiming to drive in more revenue and performance, the Freshening-Up process will continue through into 2012 before kicking-off the second step ‘Move-up’ which will see Crowne Plaza shift its focus on new customers as well as deliver products that meet their needs.Running through 2012 and 2013, the second adjustment will include implementing 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.Meanwhile the final phase is expected to kick off from 2013 to 2015 and will see the Crowne Plaza ‘Shine’ with rigorous tests that determine its differentiation from competitors.“Momentum is building for Crowne Plaza, and the future is bright,” the company’s global brand management vice president Janis Cannon said last_img read more

Read More →