As part of its multi-year Crowne Plaza Accelerate program, IHG has invested $200 million to transform the Crowne Plaza brand in the Americas region, which includes the U.S., Canada, Mexico, Latin America and the Caribbean. This substantial investment promises to help our brand challenge the status quo and deliver a unique experience to our guests. The Accelerate program is founded on four pillars: Aspire, Activate, Advance and Amplify.
Our global brand aspiration is to Make Business Travel Work for the Modern Business Traveler.
Our research shows the five most important things to our guests are: Wi-Fi connectivity, a great night’s sleep, service, food and beverage, and first impressions. We have invested heavily in improving the quality in each of these areas across the Crowne Plaza estate. Last year, we rolled out a new designer uniform collection to 20,000 hotel team members, helping them make a strong first impression. We also distributed 165,000 new pillows to help our guests get a great night’s sleep. We have invested in food and beverage and service programs along with Wi-Fi improvements to ensure we are meeting the evolving needs of our guests.
We have made a 5-year, $100 million investment in marketing, the largest in the brand’s history. The investment is coming to life with our strong national advertising and marketing campaign titled – “We’re all business, mostly,” which is continuing to evolve. We also participate in industry trade shows and events that are impactful for our brand. To aid in training and development, we produce events for our hotel team members including our Crowne Plaza Performance Series, which is an annual training designed to better equip our Sales teams to meet the evolving needs of Meeting Planners.
We are continuing to change the face of the brand. Today, we have around 20% of the estate in the Americas under substantial renovation and since Accelerate began, we’ve signed and opened 15 new hotels. Plaza Workspace, one of the biggest innovations in the brand’s history, went from pilot phase to brand standard in a record time of just 6 months – the fastest in IHG’s history.