Prevue July-August 2017 - 9
Crowne Plaza's Acceleration
All eyes are on the transformation & growth of the Crowne Plaza brand
Embracing the World
Crowne Plaza WorkLife Space
ver the past year, Crowne Plaza
has quietly been investing in
the future of its brand through a
program called "Accelerate." A new facet
of Accelerate, "We're All Business, Mostly,"
launched this spring with the goal of making
business travel more fulfilling and positioning
the brand "at the forefront of the new way
of doing business with design-led, culturally
relevant and technology-enabled solutions."
Here's how they're doing it.
The First Impression
The first individuals that visitors encounter
when they step into a hotel is the
staff. Crowne Plaza's parent company,
InterContinental Hotels Group (IHG),
appointed New York-based designer Timo
Weil as style director for the Crowne Plaza
brand to refine this first impression. His
mission: to develop new uniform designs for
all the hotels in The Americas. Hotel team
members in Mexico, Central and South
America and the Caribbean will don his newly
designed collection, "Momentum by Timo
Weiland," by the third quarter of this year.
Crowne Plaza's new WorkLife Room made
its debut earlier this year. The interior
designers for the rooms, London-based
PearsonLloyd, created the look with the
understanding that business travel is
a blend of work and life. The modern,
mid-century design includes more flexible
living space, a focused workstation area,
enhanced connectivity, an enhanced sleep
experience and freshly designed bathrooms.
Also making their debut starting with
the Crowne Plaza Midtown Atlanta are
the new Plaza Workspaces-flexible lobbybased meeting areas for solo workers or
groups of up to 10 people. Understanding
business travelers' meeting needs, whether
the desire for a quick lunch meeting or
an intense planning session, was the
foundation for the design. There's a choice
of individual tech seating for privacy and
connectivity or "huddle spots," which are
fully connected spaces for a small group.
Elevated counter seating includes a flat
screen and a built-in tablet with food and
beverage options. For complete privacy,
"The Studio" has sofas, televisions and a
communal space where teams can work.
IHG has been expanding the Crowne Plaza
portfolio beyond North America, having just
opened the Crowne Plaza Barranquilla,
the brand's return to Colombia. The 76-room
new-build hotel is located within the Torres del
Atlantico business complex, comprised of two
identical contemporary towers with stunning
city and Caribbean Sea views. The 13-floor
hotel has three meeting rooms, the largest of
which can accommodate up to 150 guests.
There's also the San Blas restaurant, with a
blend of international and Colombian flavors,
and on the top floor, a Skybar, fitness center
and infinity swimming pool.
Several Crowne Plaza properties in
Mexico, Central and South America and the
Caribbean are undergoing major renovations
and upgrades to their meeting space, all
of which are expected to be completed
in 2018. The Crowne Plaza Managua
has renovated its 140 guest rooms and
convention area, as well as the lobby,
restaurants, pool and other public areas. The
hotel's design resembles the ancient Mayan
pyramids. In El Salvador, Agrisal Hoteles,
owner of the Crowne Plaza San Salvador,
has invested millions of dollars expanding
its conference center, including a new hall
that can accommodate up to 1,200 people.
The hotel now offers a total of 27 meeting
spaces. In the Caribbean, the Crowne
Plaza Santo Domingo has revamped its
196 guest rooms, conference rooms and
lobby area. Other renovations are underway
to the brand's Mexican hotels in Monterrey,
Queretaro and Toluca-Lancaster, as well as in
South America (Paraguay and Santiago).
A new campaign hopes to position the brand at
the forefront of tomorrow's business through
design-led, culturally relevant and technologyenabled solutions.
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