IHG turns its attention to Crowne Plaza revamp

Intercontinental Hotels Group, having
completed the US$1bn (£624m) relaunch of its Holiday Inn brand, is set to reveal
plans of a revamp its Crowne Plaza brand.

The world’s biggest hotel company, which also
owns the Staybridge and Indigo chains, is expected to officially announce the
plans when it reveals its full-year results 15
February.

The 3,000 revamped Holiday Inn and Holiday
Inn Express properties, post refurbishment, are now reporting an average uplift
of six per cent in RevPAR.

Analysts forecast the Crowne Plaza modernisation is not likely to be
anything on the same scale as Holiday Inn, yet it is IHG’s
third biggest brand, with 380 properties in 60 countries
. Crowne Plaza supplies a fifth of the group’s
total revenues and is the world’s fourth biggest chain after Hilton, Marriott
and Sheraton. 

The template for the new Crowne Plaza
look could be based on the 43 hotels that IHG has opened under the brand in
China.

Holiday Inn and Crowne Plaza are also investing £9m in upgrading
technology across 61 of its UK Managed Estate hotels owned by
LRG.

The upgrade will make these the first hotel
in the UK to offer guests Panorama High
Definition (HD), digital interactive entertainment
systems.

Do you have a news story for CN? Email: pcolston@mashmedia.net

Paul Colston

Author

Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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