IHG refreshes Crowne Plaza with "New Modern" design
CROWNE PLAZA HOTELS & Resorts, part of IHG Hotels & Resorts' portfolio, recently rolled out its “New Modern” design across U.S. properties with zones for productivity, restoration and collaboration. The design caters to the growing bleisure travel segment.
The company expects 70 percent of Crowne Plaza’s Americas estate to feature updated designs by late 2025, IHG said in a statement.
“As the once firm lines between business and leisure travel blur further, Crowne Plaza remains a trusted leader at the forefront of serving the new blended traveler,” said Ginger Taggart, IHG’s vice president, brand management for global premium brands. “Our latest design approach introduces more inviting gathering spaces that inspire connection and enable guests to balance business and social interaction.”
The design establishes zones for productivity, restoration and collaboration in public and guest spaces, the statement said. Guestrooms feature rearranged furniture and amenities to better accommodate both work and relaxation. Communal areas include designated public and private spaces for individual or group use, with food and beverage options available.
Several U.S. hotels already feature the New Modern design, including the 148-key Crowne Plaza Virginia Beach Town Center in Virginia Beach, Virginia; the 588-key Crowne Plaza Louisville Airport Expo Center in Louisville, Kentucky; the 418-key Crowne Plaza Seattle – Downtown in Seattle; the 141-key Crowne Plaza Niagara Falls NY – Riverside in Niagara Falls, New York and the 227-key Crowne Plaza Orlando – Downtown in Orlando, Florida.
“This transformation strengthens the Crowne Plaza offering, and we’ll continue exploring ways to enhance guest experiences while maximizing owner returns,” said Taggart.
IHG operates more than 400 Crowne Plaza hotels worldwide as of the third quarter of 2024, the statement said. The company plans to add over 36,000 rooms across nearly 150 hotels in the coming years, expanding the brand’s system size by more than 35 percent. Upcoming openings include a 22-story Crowne Plaza in New York City’s Times Square, set to open this spring.
In July, IHG launched the “Low Carbon Pioneers” program for energy-efficient hotels without on-site fossil fuel use, supported by renewable energy. The initiative aims to inspire other properties and promote carbon reduction across IHG’s portfolio.
The company reported a 3 percent increase in global RevPAR in the first half of 2024, including 3.2 percent growth in the second quarter, driven by U.S. market recovery.
