IHG announces the development of a new Crowne Plaza prototype designed to meet demands of the emerging marketplace, both from the developers' and the guests' perspectives.

"We are very pleased to announce this prototype and view it as a further growth opportunity for the Crowne Plaza brand," said Kevin Kowalski, vice president, Brand Management, Crowne Plaza Hotels & Resorts. "Conversions will always play a role in the Crowne Plaza development strategy. This prototype allows us to respond to the shift in the development landscape which creates a ripe new-build opportunity for emerging markets," said Kowalski.

Through collaboration with Lane Hospitality, a hotel real estate and management company, the brand created a prototype designed with both owners and guests in mind. The physical plan is scalable to accommodate different site constraints and markets and incorporates "best practices" for a larger meetings hotel.

"We were excited to have the opportunity to work with the Crowne Plaza brand in the development of this prototype," said Bill Chambers, senior vice president, Business Development, Lane Hospitality. "I believe that together we have created a design plan that will be cost-effective to developers and meet the needs of today's travelers. As the developer of the first prototype hotel, we have chosen a site that will enable it to become a fixture of the community and an important addition to the lodging choices in the area for the upscale corporate and leisure traveler," said Chambers.

Crowne Plaza also recognized the prototype as an opportunity to apply consumer research from professional meeting planners and guests on design and efficiency. One of the brand's most significant findings uncovered how today's business traveler likes to meet and conduct business.

"While traditional meetings that occur in our designated meeting space are critical, guests also desire the flexibility and control to conduct business throughout all areas of the hotel, both formally and informally," said Kowalski. "We leveraged this customer insight to make the public space design modern, efficient and relevant to today's traveler. For example, the lobby area and lounge contain soft seating with adjacent hard surfaces, power sources and WIFI to accommodate smaller, informal meetings and individuals working outside their rooms" said Kowalski.

Through such thoughtful use of space, the new prototype allows the brand to fully execute "THE PLACE TO MEET" positioning. Design elements for the prototype's designated meeting space include: natural light in all rooms; movable partitions/walls to create a variety of flexible space; multi-zone, controllable lighting; ergonomic chairs; and technology such as backlit projection screens and WIFI access.

The prototype guestrooms allow the guest to sleep well and work efficiently. Furniture, fixtures and equipment are designed for comfort and function and replicate the residential design found in today's homes. Guestrooms will provide business traveler-friendly amenities, including an interactive flat screen television with laptop plug-in; ergonomic chair and mobile workstation; task lighting; multiple convenient power sources; and WIFI access.

The first Crowne Plaza Prototype is scheduled to open first quarter 2008, in Milwaukee, WI (USA). The property is owned by KL Hotel, LLC and managed by Lane Hospitality, under a license agreement with a company in the InterContinental Hotels Group.