Crowne Plaza

PROBLEM:

A brand that had lost its way.

Lost relevance in guests’ minds.

Lost revenue and was being considered for disposal.

SOLUTION:

Adopt a challenger brand mentality.

Led by a deep understanding of our target guest, emphatically re-position as a brand for the modern business traveller.

“We’re all business, mostly“

RESULTS:

Crowne Plaza is challenging the hotel industry with its human approach to business travel. The revitalized brand tunes into the new values of millennial guests, for whom the mojito can be as important as the meeting. This resulted in growth of guest occupancy, RevPar and new hotel signings.

 

PURPOSE

We exist to champion a better way of business travel within the new world of business with its focus on collaboration, flexibility and empathy. We’re the modern challenger brand aligning business with humanity, impact and attitude. We want our guests to associate Crowne Plaza® with Inspiring Success and Embracing Life.

CUSTOMER

We serve the Modern Business Traveler with a contemporary “lifeaholic” mindset whose approach to life and business is blurred and blended. Aged 25-54, they have a millennial mindset, are 40/60 female/male, and 55% are married.

PERSONALITY

We provide professional, modern swagger in a “sea of sameness.” We’re ambitious, energizing, effortless and bold — inspiring guests to both succeed and embrace life. This is what
we mean by “We’re All Business, mostly.”

WHERE WE PLAY

We compete in the upscale and upper upscale business category. At the end of 2016, we had 401 hotels: 165 in Americas, 89 in Europe, 76 in Greater China and 71 in AMEA. A global brand, 19% of our business is inter-regional travel.

POINTS OF DIFFERENCE

  • We’re the hotel for modern business productivity. Our guests rely on our empowered service, always-on connectivity, innovative rooms and flexible co-working spaces.
  • We help our guests recharge and be inspired with our signature Sleep Advantage® program, fitness facilities, healthy food and partnerships that enhance downtime and worktime.
  • We’re easy to do business with, offering hubs in commercial centers worldwide, state-of-the-art conference facilities and a new meeting booking portal. And we’re part of IHG Rewards Club, the world’s largest hotel loyalty program.
  • We deliver big on meetings of any size, delivering high satisfaction scores with our innovative breakout spaces, large conference venues and signature Crowne Plaza Meeting Directors.

 

 

DESIGN STYLE

New Modern expresses productivity, efficiency and performance, as well as comfort, warmth and relaxation. With a delivery that delights, we surprise and inspire the Modern Business Traveller. This is achieved through a carefully considered juxtaposition of different elements, bringing a sense of personality, quality and energy to a space.

 

 

We’re all business, mostly.