InterContinental Hotels Group (IHG) has outlined a global reposition strategy for its Crowne Plaza Hotels & Resorts brand during the annual Americas Investors & Leadership Conference in Las Vegas.

Close to 5,000 conference attendees heard plans for a multi-year process with a clear three-phased approach.

“Crowne Plaza is in good shape with a solid foundation for future growth, and we have much to be proud of,” explained Richard Solomons, chief executive officer for IHG.

However, changed was necessary added Solomons: “Crowne Plaza is a top priority for IHG, and the time is now to differentiate the brand from its competitors in a meaningful and relevant way.”

The three phases of the repositioning are defined as “Freshen Up”, “Move Up” and “Shine”.

The first “Freshen Up” phase will focus on raising product quality and consistency, primarily in the Americas, driving revenue and performance across the portfolio, refreshing the Sleep Advantage programme in the Americas and launching a new brand identity with a modern look and feel.

Crowne Plaza hotels are currently underway in the “Freshen Up” phase; activity will continue into 2012.

The second phase, “Move Up”, will elevate Crowne Plaza to focus on a new customer and deliver enhanced products and services to meet their needs.

Activities within this phase will include a new global branded service training programme, development and distribution in major gateway cities and resort markets, increasing trial and brand awareness and delivering on key drivers of guest satisfaction.

This will be the brand focus throughout 2012 and 2013.

In the final “Shine” phase, Crowne Plaza will be clearly differentiated from competitors through new and innovative brand hallmarks that will be rigorously tested across the globe.

This final phase will take place in 2013 through 2015.

“The Crowne Plaza global portfolio has doubled since 2003 to nearly 400 hotels, and our global pipeline has increased fourfold to 115 hotels,” said Janis Cannon, vice president, global brand management, Crowne Plaza Hotels & Resorts.

Crowne Plaza is the fourth largest upscale hotel brand in the world with a strong pipeline for future growth.

It presently generates £2.24 billion in gross revenues for IHG globally.