By Dana Niland

CJ Contributor

InterContinental Hotels Group has announced a planned $200 million investment in Crowne Plaza and Hotels & Resorts in the Americas.

The project, Crowne Plaza Avanza, which will run for a period of three years, is aimed at bolstering the brand’s state as a forerunner in modern business travel.

In addition to improving the performance of the brand, the project intends to create an experience for guests with a modern attitude, innovative technology, attentive service and flexible spaces.

“Our growth strategy for IHG Americas is gaining momentum, and the Crowne Plaza brand plays an important role in achieving this success,” said Chief Executive Officer Elie Mallouf. “The brand is a world power, and this plan will accelerate its growth and performance in the Americas, increasing its leadership and results in terms of guest satisfaction at the luxury hotel segment for business travelers today.”

The Crowne Plaza Avanza plan includes significant investments in sales and marketing, including the launch of a new marketing campaign in early 2017.

It also will entail innovations such as the WorkLife Room, which is designed to offer more space to work, socialize, and relax.

“The Crowne Plaza brand is redefining what it means to provide an unparalleled experience to modern business travelers, whether working, moving between the intersection of work and relaxation, or total relaxation,” said Eric Lent, Vice President. “The brand’s plan is to meet the changing expectations of the modern business traveler in a new way.”