IHG to refresh Crowne Plaza positioning
Intercontinental Hotels Group is trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand. Particular attention is being paid to the public spaces and the food offered in the hotel. It is also testing new ways of offering room service. The trials are taking places in a selection of American hotels over a six-month period, which will eventually result in a global overhaul of the chain.