Jonobigblind
Oct 27, 09, 3:37 pm
Just got round to reading a recent copy of Marketing Week and this article stood out amongst others for obvious reasons...
Main points to note (to save you clicking the link) are:
Intercontinental Hotels Group is trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand.
Particular attention is being paid to the public spaces and the food offered in the hotel. It is also testing new ways of offering room service.
The trials are taking places in a selection of American hotels over a six-month period, which will eventually result in a global overhaul of the chain.
Tom Seddon chief marketing officer for IHG says it wants to differentiate the upscale hotel brand from its rivals and create a more pleasurable experience for business travellers.
He claims: “While customers tell us they like the product, we think we can be more different. 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.”
The review follows the $1bn Holiday Inn brand refresh which is scheduled to be completed at the end of 2010.
Doing more to make my business stay more interesting and aligned to a leisure stay would get a thumbs up and encourage me to move more stays from Radissons to CPs - an area they currently lose out from me.
http://www.marketingweek.co.uk/ihg-to-refresh-crowne-plaza-positioning/3005673.article
Main points to note (to save you clicking the link) are:
Intercontinental Hotels Group is trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand.
Particular attention is being paid to the public spaces and the food offered in the hotel. It is also testing new ways of offering room service.
The trials are taking places in a selection of American hotels over a six-month period, which will eventually result in a global overhaul of the chain.
Tom Seddon chief marketing officer for IHG says it wants to differentiate the upscale hotel brand from its rivals and create a more pleasurable experience for business travellers.
He claims: “While customers tell us they like the product, we think we can be more different. 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.”
The review follows the $1bn Holiday Inn brand refresh which is scheduled to be completed at the end of 2010.
Doing more to make my business stay more interesting and aligned to a leisure stay would get a thumbs up and encourage me to move more stays from Radissons to CPs - an area they currently lose out from me.
http://www.marketingweek.co.uk/ihg-to-refresh-crowne-plaza-positioning/3005673.article