Intercontinental Hotels Group is trialling new formats at its Crowne Plaza chain with the aim of repositioning the brand.

Crowne Plaza

Particular attention is being paid to the public spaces and the food offered in the hotel. It is also testing new ways of offering room service.

The trials are taking places in a selection of American hotels over a six-month period, which will eventually result in a global overhaul of the chain.

Tom Seddon chief marketing officer for IHG says it wants to differentiate the upscale hotel brand from its rivals and create a more pleasurable experience for business travellers.

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