Holiday Inn 2011 Annual Report Download - page 12

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INTERNATIONAL GROWTH SPURT
Having nearly doubled in size since 2004,
Crowne Plaza is the world’s fourth
largest full-service upscale hotel brand.
This year we opened 30 properties,
including the Crowne Plazas Istanbul –
Asia, Turkey; Beijing Chaoyang U-Town,
China; and Tuxpan, Mexico.
We debuted in St Petersburg, Russia
as well as Danang City, Vietnam and
opened our first UK resort, Crowne Plaza
Colchester Five Lakes, near Maldon
in Essex.
Crowne Plaza Albuquerque, New Mexico
– formerly a Hilton hotel – re-branded
after a $14 million renovation.
Beijing Parkview Wuzhou, China
FRESHEN UP, MOVE UP, SHINE
The worldwide repositioning of Crowne
Plaza is a top priority for our business.
With a multi-year journey ahead, we’ve
implemented a clear, three-phase
approach defined as Freshen Up,
Move Up and Shine.
In 2011 we began to ‘Freshen Up’ our
hotels, especially in The Americas, by
improving product quality and consistency,
driving revenue and rolling out a new
brand identity with a fresh look and feel.
We’ll continue this focus in 2012 and go
even further by enhancing the guest
experience with a new, brand-specific
training programme.
We will ‘Move Up’ in 2013 by focusing on
our main target consumer and increasing
our presence in key markets. IHG will
look for opportunities to invest capital
to make sure we continue our growth
story and have the right hotels in the
right markets.
In the final ‘Shine’ phase we will
announce new and innovative brand
hallmarks that will set us apart from
competitors. These hallmarks will be
globally relevant and designed to attract
a greater share of the market for
ambitious professional travellers.
FIRST CHOICE FOR TRAVEL BUYERS
For the second year in a row, Crowne
Plaza took top place among upscale
chains in the Business Travel News 2011
survey of travel buyers.
ON THE WAY
With 108 hotels in the pipeline, we are
set to open over 100 properties in the
next three to five years.
Among them is Crowne Plaza
Amstelkwartier, Amsterdam, due to
open in 2013 – Europe’s first hotel to gain
platinum status from LEED, the globally
recognised sustainability standard.
Thanks to a strategic alliance in May,
we agreed to manage two new Crowne
Plaza hotels in the Guangdong and
Jiangxi provinces for China’s state-
owned Poly Real Estate (see page 39).
We signed another 28 hotels and
8,022 rooms across 11 countries in
2011, retaining the largest pipeline
of all upscale hotel brands.
A FRESH NIGHT’S SLEEP
We began to enhance our Sleep
Advantage® programme in The Americas
in the year. Research confirmed that
improvements, including 250 thread
count linens and higher quality pillows,
appeal to guests, reduce costs and keep
us ahead of competitors.
10 IHG Annual Review and Summary Financial Statement 2011
We love to help our guests reach their personal business goals – one after the other – and
accelerate their journey to success. We do this by combining the best facilities with great
service so our guests feel productive, accomplished and re-energised during their trip –
and by always staying one step ahead of their needs. Crowne Plaza is an upscale brand
located in gateway cities, urban centres and resort destinations across 65 countries.
Travelling for Success