InterContinental has announced the development of a new Crowne Plaza prototype designed to
meet demands of the emerging marketplace, both from the developers’ and
the guests’ perspectives.“We are very pleased to announce this prototype and view it as a further
growth opportunity for the Crowne Plaza brand,” said Kevin Kowalski,
vice president, Brand Management, Crowne Plaza Hotels & Resorts.
“Conversions will always play a role in the Crowne Plaza development
strategy. This prototype allows us to respond to the shift in the
development landscape which creates a ripe new-build opportunity for
emerging markets,” said Kowalski.
Through collaboration with Lane Hospitality, a hotel real estate and
management company, the brand created a prototype designed with both
owners and guests in mind. The physical plan is scalable to accommodate
different site constraints and markets and incorporates “best practices”
for a larger meetings hotel.
“We were excited to have the opportunity to work with the Crowne Plaza
brand in the development of this prototype,” said Bill Chambers, senior
vice president, Business Development, Lane Hospitality. “I believe that
together we have created a design plan that will be cost-effective to
developers and meet the needs of today’s travelers. As the developer of
the first prototype hotel, we have chosen a site that will enable it to
become a fixture of the community and an important addition to the
lodging choices in the area for the upscale corporate and leisure
traveler,” said Chambers.
Crowne Plaza also recognized the prototype as an opportunity to apply
consumer research from professional meeting planners and guests on
design and efficiency. One of the brand’s most significant findings
uncovered how today’s business traveler likes to meet and conduct
“While traditional meetings that occur in our designated meeting space
are critical, guests also desire the flexibility and control to conduct
business throughout all areas of the hotel, both formally and
informally,” said Kowalski. “We leveraged this customer insight to make
the public space design modern, efficient and relevant to today’s
traveler. For example, the lobby area and lounge contain soft seating
with adjacent hard surfaces, power sources and WIFI to accommodate
smaller, informal meetings and individuals working outside their rooms”
Through such thoughtful use of space, the new prototype allows the brand
to fully execute “THE PLACE TO MEET” positioning. Design elements for
the prototype’s designated meeting space include: natural light in all
rooms; movable partitions/walls to create a variety of flexible space;
multi-zone, controllable lighting; ergonomic chairs; and technology such
as backlit projection screens and WIFI access.
The prototype guestrooms allow the guest to sleep well and work
efficiently. Furniture, fixtures and equipment are designed for comfort
and function and replicate the residential design found in today’s
homes. Guestrooms will provide business traveler-friendly amenities,
including an interactive flat screen television with laptop plug-in;
ergonomic chair and mobile workstation; task lighting; multiple
convenient power sources; and WIFI access.
The first Crowne Plaza Prototype is scheduled to open first quarter
2008, in Milwaukee, WI. The property is owned by KL Hotel, LLC and
managed by Lane Hospitality, under a license agreement with a company in
the InterContinental Hotels Group.
InterContinental has been awarded the title of the World’s Leading Hotel Brand in 2006 by the World