A new marketing campaign: This will kick off in the first quarter of 2017, building on the momentum of the past 24 months, and will stretch across digital, social, and television. Expect to see buzzy catchphrases like “business blurs with life;” “modern swagger;” and “the status quo is being replaced” if Crowne Plaza’s promotional materials for owners are any indication.

New guest rooms: The new room design, called “WorkLife,” is Crowne Plaza’s approach to creating a balanced work-life environment, and was originally announced in 2014. The room designs are now available for owners to implement in their properties and Lent said that so far, there’s been “great owner feedback.”

The look of these rooms is a modern take on midcentury modern design but the most striking thing about them is, perhaps, the placement of the furniture: the beds and couches seem to be angled in a certain way. Lent said the effect is to “drive more of a cocoon-like experience” and he said guests get “increased usable square footage of the room.” We’re not so sure about having extra room to use (what about that space between the wall and the angled headboard for the beds, for instance?), but it’s an interesting concept nonetheless.

Starting this year, Crowne Plaza is also adding new mattresses and next year, new pillows, and new uniforms for its staff members, which will be designed by a well-known fashion designer, said Lent.

New public work/meeting spaces: Taking a cue from the popularity of co-working spaces and what Lent identified as “third spaces,” like coffee shops where people go to get their work done, Crowne Plaza worked with design firm IDEO to develop innovative “Flex Meetings” spaces throughout the public spaces of their hotels.