Crowne Plaza Hotels and Resorts unveils global brand makeover

by James Wilkinson

Crowne Plaza Hotels and Resorts has announced the openings of six flagship hotels in the US, Europe and China by early 2020.

These beacons of the Crowne Plaza brand illustrate the global rollout of new hallmark design innovations and the brand’s latest standards across public spaces, guest rooms, food and beverage, technology, service and more.

The flagship properties demonstrate the reinvention of one of the world’s largest upscale hotel brands and prove the commitment and investment from InterContinental Hotels Group (IHG) in building the industry’s leading choice for business-class stays.

The new Crowne Plaza flagship of the Americas, Crowne Plaza Atlanta Perimeter at Ravinia, reopened in April 2019 following a total transformation, while milestone openings and renovations in Australia, Paris, Hamburg, and London will usher in a new era for Crowne Plaza. Two additional flagship properties are scheduled to open in China by late 2019; Crowne Plaza Shenzhen Nanshan and Crowne Plaza Wuzhen.

IHG Senior Vice President, Global Marketing, Upscale Brands, Eric Lent: “From city center business hubs to best-in-class airport hotels, Crowne Plaza is revolutionizing business and leisure travel with incredible momentum.

“These openings are a significant step toward our goal to be the first and definitive choice for upscale hotel stays around the world.”

Each flagship property will feature new designs for public spaces and guestrooms that are inspired by the continued guest demand for flexible spaces. The lobby design and guestrooms include distinct areas embedded with technology, empowering both guests and locals with the ability to work efficiently and relax on their own terms. Select flagship properties will feature the flexible lobby areas featuring on-demand meeting spaces, which were created as the brand found guests wanted greater flexibility when doing business or transitioning to downtime.

Crowne Plaza Vice President, Libby Escolme: “IHG continues to heavily invest in and innovate our growing Crowne Plaza portfolio. Our pipeline is stronger than ever and our six new flagships will set the standard for the future of the brand. We can’t wait to welcome business and leisure travellers around the world to experience the new face of Crowne Plaza.”


Closer to home, Australia will continue the rollout of innovative design and functionality with three new-build Crowne Plaza hotels in Hobart, Adelaide and Sydney Darling Harbour in early 2020.

Major enhancements have also been busily underway across Australia, including the 12-month $25 million refurbishment of Crowne Plaza Melbourne Southbank. Phase one transformed the hotel’s 402 guest rooms and bathrooms with modern, muted tones, workstations and oversized bathtubs, while phase two will unveil later in the year with an overhaul of its outdoor pool area, gym, lobby and restaurant.

Crowne Plaza Coogee Beach will unveil its exciting multi-million dollar renovation just in time for summer in late 2019, involving the redesigning of all guest rooms as well as a new lobby and upgrade to the restaurant and bars. By the end of the 2019, upgraded conference and event facilities will be available to guests at the Central Coast’s Crowne Plaza Terrigal Pacific.


In Europe, IHG collaborated with design studio Conran + Partners to challenge the preconceptions of a standard business hotel and to create more inspiring, practical spaces.
Crowne Plaza Paris Republique marks the first unveiling of the new fresh and bold vision for the brand in Europe. Whilst maintaining its unique nineteenth-century architectural features, the hotel will offer modern flexible spaces within its lobby. Hotel curatorial experts are assembling art from local artists to enhance the overall design approach. The stunning new design is now finalised for the first guests to enjoy while renovations continue.

Crowne Plaza Hamburg – City Alster will debut a new, flexible lobby experience in October and will be the first Crowne Plaza Flagship in Europe to offer signature guestrooms with distinct spaces for work, relaxation and sleep. The rooms will offer an improved sense of space and ergonomics with thoughtful design, as well as a better night’s sleep with improved acoustics and enhanced bedding.

Crowne Plaza London – Heathrow will undergo significant renovation and will re-open as a new flagship in early 2020. The hotel will feature beautiful new design with an upscale restaurant and ample flexible meeting spaces.


Launched in 2016, the Crowne Plaza Accelerate program continues to drive major enhancements to the overall guest experience in the Americas. In late May, IHG launched the next multi-year phase of the program called Accelerate Ahead. This program touches every aspect of the brand, including: sales, marketing, design, F&B and service; driving performance and improving quality and consistency. Accelerate Ahead continues to focus on driving commercial success while elevating the guest experience, with a joint commitment between IHG and hotel owners and operators.

Showcasing every element of the Accelerate program, the Crowne Plaza Atlanta Perimeter at Ravinia completed its transformation in April 2019 following a nine-month closure and renovation. The hotel has reopened with 495 of the signature and patented WorkLife guestrooms; three restaurants designed in collaboration with Kimpton Hotels & Resorts, another IHG brand that focuses on delivering outstanding restaurants and bars; and also features 32,000 square feet of meeting space. The Plaza Workspace flexible lobby solution is seamlessly integrated into the common areas, with various flexible work and meeting solutions including two bookable-by-the-hour Studios.


Crowne Plaza Shenzhen WECC will be a design-forward hotel located near the Shenzhen Boa’an Int’l Airport and next to Shenzhen World Exhibition and Convention Centre, which will be the largest convention centre in the world. This hotel will also be the first Crowne Plaza in Greater China to apply new modern design of guestrooms and flexible space to offer an enhanced guest experience. The property will feature 1,400 square meters of meeting space with 5 meetings rooms, including a grand ballroom that seats up to 500 guests.

Crowne Plaza Wuzhen will offer 216 square meters of flexible event space in three meeting rooms, and another 500 square meter banquet room that seats up to 260 guests. The new flagship hotel will be conveniently located near Hangzhou Int’l Airport and close to the famous water village of Wuzhen West Scenic Zone, World Internet Conference Center and will feature full-service restaurant, CAI FENG LOU, and Tong Café for all-day dining.

At the end of March 2019 there were 427 Crowne Plaza properties and nearly 120,000 rooms around the world.