What elements are included in the Crowne Plaza Brand System, as designated by IHG?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
The Brand System includes all elements which are designed to identify "Crowne Plaza®" hotels to the public or are designed to be associated with those hotels or to contribute to such identification or association and all elements which identify or reflect the quality standards and business practices of such
hotels, all as specified in this License or as designated from time to time by IHG. The Brand System at present includes, but is not limited to:
- (1) the principal trade and/or service mark "Crowne Plaza®", the service marks "IHG One Rewards" and "IHG Concerto™" and the other Marks (as defined in paragraph 6.B. (below) and intellectual property rights made available to licensees of the Brand System by reason of a license;
- (2) standards, specifications and policies for construction, furnishings, operation, appearance and service of the Hotel, standards and specifications for interior and exterior design and décor, and other requirements as stated or referred to in this License and from time to time in IHG's brand standards for Brand System hotels (the "Standards") or in other communications to Licensee;
- (3) registered and unregistered intellectual property, including without limitation copyrights, trademarks, service marks, logos, designs, know-how, confidential or proprietary information standards, specifications and policies for construction, furnishing, operation, appearance and service of hotels operating as Brand System hotels, and similar property rights;
- (4) all rights to the domain names and other identifications or elements used in electronic commerce as may be designated from time to time by IHG in accordance with IHG's specifications to be part of the Brand System;
- (5) access through IHG to the technology systems, loyalty programs, sales and catering system and other related systems operated in accordance with specifications established by IHG;
- (6) access through IHG to multiple call centres and central reservations offices around the world handling reservations;
- (7) access through IHG to brand marketing services and distribution marketing services including global advertising and publicity and other marketing programs and materials;
- (8) training programs and materials;
- (9) a worldwide hotel distribution of Brand System hotels;
- (10) a guest loyalty program (currently named IHG® One Rewards);
- (11) a recognized presence on the internet;
- (12) an e-commerce team and presence for the given IHG brand and other IHG brands on the internet;
- (13) a global sales team;
- (14) global market coverage; and
- (15) programs for inspecting the Hotel, measuring and assessing service and consumer opinion.
Source: Item 23 — Receipts (FDD pages 100–424)
What This Means (2025 FDD)
According to the 2025 Crowne Plaza Franchise Disclosure Document, the Brand System encompasses all features designed to identify Crowne Plaza hotels to the public, contribute to this identification, or reflect the quality standards and business practices of these hotels, as specified in the license agreement or designated by IHG.
The Brand System includes the principal trademark "Crowne Plaza®", the service marks "IHG One Rewards" and "IHG Concerto™", other marks, and intellectual property rights made available to licensees. It also includes standards, specifications, and policies for hotel construction, furnishings, operation, appearance, and service, along with interior and exterior design and décor standards, as detailed in the license and IHG's brand standards. The Brand System also encompasses registered and unregistered intellectual property such as copyrights, trademarks, service marks, logos, designs, know-how, and confidential information related to hotel operations.
Furthermore, the Brand System includes all rights to domain names and other elements used in electronic commerce as designated by IHG, access to IHG's technology systems, loyalty programs, sales and catering systems, and multiple call centers and central reservation offices. Franchisees also gain access to brand and distribution marketing services, including global advertising and publicity, training programs and materials, a worldwide hotel distribution network, a guest loyalty program (IHG® One Rewards), a recognized internet presence, an e-commerce team, a global sales team, global market coverage, and programs for inspecting the hotel and assessing service and consumer opinion.
For a prospective franchisee, this means that IHG provides a comprehensive system covering brand identity, operational standards, marketing support, and technological infrastructure. However, IHG retains the right to periodically change the Brand System by adding, modifying, altering, and/or deleting elements of the Brand System. Franchisees must adhere to these changes to maintain uniformity and quality across all Crowne Plaza hotels.