Crowne Plaza Prepares for a Chainwide Makeover

October 21, 2009 — -- What do you think about InterContinental's Crowne Plaza chain? Think it needs some help?

Well, InterContinental Hotels Group (IHG) thinks it does - especially as other upscale chains such as Marriott's Renaissance and Starwood's Sheraton undergo chain-wide revamps.

According to UK-based Marketing Week, IHG's testing various changes at unspecified Crowne Plaza hotels in the USA to determine the best way to improve the chain. IHG's paying close attention to public spaces and hotel menus, according to the article. It's also testing new ways of offering room service, the story says.

IHG's marketing chief, Tom Seddon, told Marketing Week that they want to differentiate Crowne Plaza from their upscale hotel rivals and make the chain better for business travelers.

"While customers tell us they like the product, we think we can be more different," Seddon told Marketing Week. "One of the key insights is there is a whole group of people that don't see business travel as a chore. We want to do more to bring more interest and enjoyment to the stay."

The article does not say which Crowne Plaza hotels have been chosen for the pilot.

InterContinental is in the later stages of completing a $1 billion overhaul of its biggest chain, Holiday Inn. That overhaul is due to be completed in about a year.