IHG to Invest $200 Million to Grow Crowne Plaza Brand in Americas
By Jesse Sokolow on 3 June 2016
A Crowne Plaza room
InterContinental Hotels Group announced that it will invest $200 million in its Crowne Plaza brand in the Americas region.
IHG said that the investment is part of what it is calling the Crowne Plaza Accelerate Plan, which will run for three years and aims to enhance the brand’s performance through various ways.
A key part of the plan will be sales and marketing, including a new marketing campaign that will launch in early 2017.
Another major aspect of the plan will be guestroom upgrades, which IHG calls “the guestroom of the future,” as well as technology-enabled public spaces.
(Photo: Accura Media Group)
