Under what circumstances will Holiday communicate improvements and developments in the Brand System to Crowne Plaza franchisees?

According to the 2025 Crowne Plaza FDD, Holiday, the licensor, may communicate improvements and developments in the Brand System to franchisees if it chooses to do so. This includes developments in reservation services, marketing, operations, and administrative technical and support functions, facilities, and programs. Holiday also has the option to collaborate with other entities for Brand System developments and utilize their facilities, programs, services, or personnel in connection with the Brand System or its affiliates' business activities.

This communication is not guaranteed, as Holiday's decision to inform franchisees of such improvements is discretionary. This means that Crowne Plaza franchisees may not always be immediately informed of changes or advancements within the brand. Franchisees should proactively seek updates and maintain open communication with Holiday to stay informed about relevant developments.

This discretionary approach is not uncommon in franchising, where franchisors balance the need for consistency with the flexibility to innovate and adapt. However, it places the onus on the franchisee to stay informed and engaged with the brand to ensure they are implementing the latest standards and practices. Franchisees should inquire about the typical frequency and methods of communication regarding Brand System updates during their due diligence.