Internet Travel Monitor - Marketing, Research & Tech

November 8, 2017

Crowne Plaza Makes Flexible Meeting Spaces Part of Brand Standard
In June 2018, InterContinental Hotels Group's Crowne Plaza brand will make its Plaza Workspace flexible meeting solution a brand standard for hotels to implement during renovation.

The news comes after Crowne Plaza wrapped a conference with owners and general managers last week. The conference highlighted new programs and initiatives that grew out of the hotel company's three-year, $200 million Crowne Plaza Accelerate program, which launched in June 2016. The decision to make the meeting spaces a brand standard came after a pilot that delivered an ROI for property owners within two years, according to the company.

Plaza Workspace includes two flexible meeting space options. The first is a studio rented by the hour with a table that seats six, sofas and chairs, a whiteboard, a TV that can project presentations, and ample electrical outlets. The second option is a "huddle spot" in the lobby with a flat screen TV for presentations. The brand standard calls for two huddle spots in every hotel, and these spaces don't require a rental. The rest of the lobby will feature various individual workspaces.

The ROI for owners derives from the studio rental fee and incremental revenue from food and beverage sales. Each studio and huddle spot comes with an iPad that enables users to order from a menu. "You don’t have to interrupt the flow of the meeting. … You don't have to flag down the server," Crowne Plaza Americas head Meredith Latham told BTN. "You can actually utilize the tablet, place the order, and it will be delivered directly where you are." Each renovated Crown Plaza also will feature a marketplace with grab-and-go food and beverage.

Other initiatives coming as part of Accelerate include WorkLife guest rooms with amenities like a sofa workspace and outlets at every turn; a core dinner and bar menu that will be standard across the Americas portfolio, complemented by properties' ability to add local chef favorites; new service training for on-property staff; and a dedicated field team to work with sales operators to drive performance on the local level.

Copyright 2017 Northstar Travel Media, LLC. All rights reserved. From By Julie Sickel.
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