The Crowne Plaza brand has offered up additional details on its sweeping improvement plans, according to various reports.
The initial step of the project—‘Freshen up’—has been started at all the brand’s hotels in the U.S. and Canada and will be underway at all Crowne Plaza properties in the Americas by early 2013. This initial phase is dedicated to six areas—quality, service, sleep, meetings, brand identity and Green Engage, a sustainability program.
The next phase of the brand revamp—‘Move up’—is dedicated to such guest experiences as arrival and check-in, guest rooms, dining, and fitness and recreation. The effort intends to focus on elements already in play that add little or no expense to operations.
Crowne Plaza intends to test arrival concepts such as mobile check-in, and will also provide a ‘lobby host’ for a variety of needs.
The brand is also striving toward improved guest room connectivity with free Wi-Fi, one-click printing and international electrical outlets.
Crowne Plaza is aiming to provide fresh menu items in 15 minutes or less, as well as promptly served high-quality breakfast fare. In the realm of fitness, the brand will experiment a few offerings—including exercise mats and fitness videos in guest rooms.
Crowne Plaza now has 390 hotels worldwide, though the ongoing refresh will likely do away with some of these properties.
