InterContinental Hotels Group (IHG) has revealed its global repositioning strategy for the Crowne Plaza Hotels & Resorts brand.

The global repositioning is a multi-year process with a three-phased approach that includes ‘Freshen Up’, ‘Move Up’ and ‘Shine’.

Under the Freshen Up phase, the company will raise product quality and consistency, primarily in the Americas, and refresh the Sleep Advantage programme.

Crowne Plaza hotels are underway in the first phase and will continue into 2012.

Activities within the Move Up phase to take place between 2012 and 2013 will include a new global branded service training programme, development and distribution in major gateway cities and resort markets, and delivering key drivers of guest satisfaction.

In the final Shine phase, which will take place between 2013 and 2015, Crowne Plaza will be differentiated from competitors through new brand hallmarks that will be tested across the globe.

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Crowne Plaza Hotels & Resorts vice-president of global brand management Janis Cannon said the brand’s global pipeline has increased fourfold to 115 hotels.