IHG to refocus Crowne Plaza on younger market

A stronger role has been found for the longstanding brand

Now that its Holiday Inn brand has been relaunched, InterContinental Hotels Group is now intent on repositioning the Crowne Plaza Hotels & Resorts brand. IHG wants a more intensive focus on staff training and improved bedding for the longstanding brand, while 10% of underperforming assets will be sold off. And in repositioning it to the upper-upscale segment, the primary target market will be “the striver” – in other words, ambitious young businesspeople who see travel as a necessity. “They want to be recognized for what they’ve earned,” says an IHG representative, “and they want a hotel experience that will restore them physically and mentally. They want things to be easy and reliable.”
[pictured: Horizon restaurant, Crowne Plaza Vilnius; courtesy IHG]

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