Meetings & Conventions - Carlson

Meetings & Conventionshttp://www.meetings-conventions.com/print.aspx?id=408183 of 8 5/4/2011 1:50 PMIn 2009, White Plains,N.Y.-based StarwoodHotels & ResortsWorldwide wrapped up athree-year, $6 billionoverhaul of its Sheratonbrand, which has grown tomore than 400 propertiesin 70 countries. Of that, $4billion was invested in thechain's North Americanhotels. The brand'srevitalization effortincluded the followinginitiatives.• The installation of100,000 new SheratonSweet Sleeper beds;• The renovation of 70,000guest rooms (50,000 inNorth America alone);• 300 lobby makeovers;and• 98 full propertyrenovations, 12 of those inthe Starwood ConventionCollection group.Last September thecompany launched Shinefor Sheraton, a global spaconcept that includescustomized products andfive signature treatments.The new program will beavailable in all Sheratonproperties by year's end."We plan to make spa acornerstone of theSheraton brandexperience," says Hoyt H.Harper II, senior vicepresident for Sheraton.S.C.; Minneapolis; Bangkok,Thailand; Guangzhou, China;New Dehli, India> In the pipeline: 125Even as Atlanta-based InterContinental Hotels Group entersthe home stretch in wrapping up the dramatic $1 billionrebranding of its Holiday Inn brand, the hotel companyalready has unveiled its master plan for a sweepingrepositioning of its midsize, upscale Crowne Plaza brand, oneof IHG's fastest-growing product lines."Crowne Plaza is a big rock for IHG, which means it's one ofthe most important things we need to get right," says StacyBedsole, director of global guest experience for CrownePlaza. "As we did with the relaunch of Holiday Inn, we willtake stock of our portfolio around the world and ensure thatall hotels have a clear vision of what it means to be a CrownePlaza, and that all hotels are meeting that high standard."This year the brand will begin rolling out a slew of newinitiatives, currently being tested at nine hotels. Its maincustomer target is the business traveler. In fact, groupsrepresent fully 40 percent of Crowne Plaza's business, andthe aim is to capture and keep that market. New conceptsinclude a lighter, brighter color palette throughout allproperties, along with upgraded guest rooms that emphasizedelivering a "premium sleep experience." In-room diningmenus are being revamped as well, to offer a greater range ofoptions.Also high on the list of priorities is revamped meeting rooms.Crowne Plaza's new Creative Meeting Space concept, pilotedat its Atlanta property, promises to take the ho-hum out oftraditional meeting rooms and transform them into spacesthat spark creativity, explains Bedsole. The redesignedspaces will feature vibrant colors, modular seating,cutting-edge technology, interactive whiteboards, interestingartwork and handheld toys, like Rubik's Cubes.The concept has been an immediate hit. "The generalmanager of our test hotel in Atlanta said he could sell moremeeting space like it -- if he just had more," says Bedsole.Also rolling out this year is a new global service programdesigned to support Crowne Plaza's repositioning. In additionto mandatory employee training sessions, the program willidentify a "Brand Champion" employee at each property whowill be given the role of literally "championing" thecommitment to higher service standards amongst the troops.