What requirements must a Crowne Plaza franchisee comply with regarding websites they develop and maintain relating to their hotel?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
If you choose to operate an independent website (which operation shall be at your own expense), you or your agent, must follow the guidelines contained in the Standards for independent websites (e.g. the Standards for Search Engine Marketing and the Standards for Email). Further, if Holiday is already marketing your Hotel via its global Performance Marketing programs, if you choose to do additional online marketing for your independent website you may be driving up your performance marketing costs and lowering your ROI because there may be two competing websites. You may not register any of the Marks (defined in Item 13), as part of any domain name or Uniform Resource Locator ("URL"), and/or display or use any of the marks or other intellectual property rights related to the Brand System or to any of the other brands licensed by Holiday in connection with any web site, without Holiday's advance written approval. You must comply with all of Holiday's web site requirements in connection with any web sites you develop and maintain relating to your Hotel.
Other than as mentioned in this disclosure document, Holiday is not bound by the License or related agreements to provide supervision, assistance or services to you before opening or during operation of your Hotel.
Source: Item 12 — Territory (FDD pages 81–82)
What This Means (2025 FDD)
According to Crowne Plaza's 2025 Franchise Disclosure Document, if a franchisee chooses to operate an independent website for their hotel, they must adhere to the guidelines outlined in the brand's standards for independent websites, including standards for Search Engine Marketing and Email. Crowne Plaza franchisees are prohibited from registering any of the brand's marks as part of any domain name or URL. Additionally, franchisees cannot display or use any of the marks or other intellectual property rights related to the Crowne Plaza brand or any other brands licensed by Holiday in connection with any website without prior written approval from Holiday. Franchisees must comply with all of Holiday's website requirements in connection with any websites they develop and maintain relating to their Crowne Plaza hotel.
Crowne Plaza, at its own discretion, may establish and operate websites, social media accounts, applications, keyword or ad word purchasing programs, or other means of digital advertising on the internet or any electronic communications network (collectively, "Digital Marketing"). Crowne Plaza will control all aspects of any Digital Marketing, including those related to the Hotel. Crowne Plaza will operate and maintain a website for IHG Portfolio Brand Hotels, which will include basic information related to the Hotel.
It is important to note that if Crowne Plaza is already marketing the franchisee's hotel via its global Performance Marketing programs, the franchisee's additional online marketing for their independent website may increase performance marketing costs and lower the return on investment due to potential competition between the two websites. This highlights the importance of coordinating marketing efforts with Crowne Plaza to avoid inefficiencies and ensure a cohesive brand presence.