What standards does Holiday seek to maintain at Crowne Plaza hotels to promote the brand's image?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
- (a) seek to maintain high standards of quality, cleanliness, appearance and service at all Hotels using the Brand System, to promote, protect and enhance the public image and reputation of the Crowne Plaza name, and to increase the demand for services offered by the Brand System. Holiday's judgment in these matters will be controlling in all respects, and Holiday will have wide latitude in making its judgments;
Source: Item 11 — Franchisor's Assistance, Advertising, Computer Systems, and Training (FDD pages 69–81)
What This Means (2025 FDD)
According to Crowne Plaza's 2025 Franchise Disclosure Document, Holiday seeks to maintain high standards across its hotels to bolster the brand's reputation. Specifically, Holiday focuses on quality, cleanliness, appearance, and service at all hotels operating under the Brand System. This is done to promote, protect, and enhance the public image and reputation of the Crowne Plaza name, ultimately aiming to increase the demand for the services offered by the Brand System. Holiday retains control and wide latitude in judging these matters.
For a prospective franchisee, this means that Holiday has the authority to enforce its standards related to quality, cleanliness, appearance, and service. Franchisees must adhere to these standards to maintain the Crowne Plaza brand image. Holiday's judgment in these areas is controlling, giving them significant power in dictating how a Crowne Plaza hotel should operate and present itself to the public.
This also implies that franchisees may need to invest in maintaining or upgrading their hotels to meet Holiday's standards. These standards are detailed in the 'Standards' document, which franchisees have the opportunity to review before purchasing a license. Holiday can change these standards, providing 30 days' notice before the changes take effect. Franchisees are also required to participate in the CP-HMA, an association of Crowne Plaza hotels that develops and funds programs to benefit the brand.
Furthermore, Holiday provides written specifications for products and materials in the form of a Property Improvement Plan (PIP) for upgrading, constructing, and furnishing the hotel. Failure to comply with these standards and using non-approved products can result in fees up to $5,000 and the requirement to remove the non-approved items. Holiday also inspects and approves the hotel before opening to ensure compliance with all requirements, and failure to pass this inspection can result in additional fees.