Crowne Plaza Brand Orientation


With (currently) 13 different ‘names above the door’, InterContinental Hotels Group (IHG) is a brands business with service as their No1 driver of satisfaction. To improve performance and brand preference through a more differentiated and consistent guest experience, IHG wanted to implement a comprehensive training programme for Service Culture. For Crowne Plaza® this needed to start with Brand Orientation.

Our challenge was to help them in delivering their ambition of ‘Making Business Travel Work’.


We created and delivered a 70:20:10 blended learning solution which included bite-sized, direct to colleague video lessons, along with supporting materials and assessments to complete the learning experience.


We created and delivered 4 films focusing on service delivery learning topics:  Crowne Plaza® brand, guest types, brand promise and service style. These were supported with a learning toolkit and delivered in 13 languages.

PROJECTCrowne Plaza Brand Orientation
CLIENTInterContinental Hotels Group