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Crowne Plaza to Freshen Up, Move Up and Then Hopefully, Shine

October 25, 2011 at 8:15 AM | by | ()

Crowne Plaza Birmingham, UK

Have you stayed in a Crowne Plaza Hotel lately? Yeah, neither have we. But this bit of news from InterContinental Hotel Group's Annual Investors & Leadership Conference today has us thinking a CP could be in our very near future.

IHG has announced that Crowne Plaza is will undergo a three-phase repositioning strategy, starting with a new brand identity and a modern look and feel for its U.S. properties (Crowne Plaza is way savvier abroad.)

This first phase, also known as the "Freshen Up", will also expand the brand's Sleep Advantage program which offers guests rooms in designated Quiet Zones and lots of pillows to get comfy with. As we type, Crowne Plazas are already getting freshened up and the makeover should last through 2012.

The second phase, called "Move Up", will focus on customer service and guest satisfaction through 2013 while the third phase, "Shine", will roll out innovative brand "hallmarks" that will aim to set Crowne Plaza apart from its competitors. We're not sure what these hallmarks might be but IHG promises they will be "rigorously tested" throughout the globe from 2013-2015.

Sounds very exciting and for the U.S., it's long overdue. We just hope the massive repositioning includes Free WiFi in the guestrooms, something that CP which goes after biz travelers should really have by now.

Have you stayed in a "freshened up" Crowne Plaza? Tell us how it went!

[Photo: Ugg Boy/HotelChatter Flickr Pool]

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