IHG is in the process of field-testing changes to its Crowne Plaza brand, including making over public areas and reviewing food and beverage strategies, in an effort to reposition the brand, according to a report from Marketing Week.
According to the magazine, the brand is piloting changes in some of its U.S. properties for an eventual global overhaul. IHG Chief Marketing Officer Tom Seddon tells the publication that the company wants to differentiate Crowne Plaza while becoming more appealing to business travelers.
“While customers tell us they like the product, we think we can be more different,” Seddon says. “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 interest and enjoyment to the stay.”
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