Under the Crowne Plaza license, what is the purpose of the Brand System?

According to the 2025 Crowne Plaza Franchise Disclosure Document, the Brand System is designed to provide a distinctive, high-quality hotel service to the public under the Crowne Plaza name. IHG (InterContinental Hotels Group) establishes high standards that are central to the Brand System. As a licensee, a franchisee enters into the license agreement to use the Brand System in operating a hotel at a specific location.

The Brand System encompasses various elements that identify Crowne Plaza hotels to the public, contribute to their recognition, and reflect the brand's quality standards and business practices. These elements include the "Crowne Plaza®" trademark, service marks like "IHG One Rewards" and "IHG Concerto™", construction standards, operational specifications, design standards, intellectual property, domain names for electronic commerce, technology systems, loyalty programs, access to call centers and reservation offices, marketing services, training programs, a worldwide hotel distribution network, a guest loyalty program, a recognized internet presence, an e-commerce team, a global sales team, global market coverage, and programs for inspecting hotels and assessing service and consumer opinion.

IHG aims to maintain high standards of quality, cleanliness, appearance, design, and service across all hotels within the Brand System. This is intended to promote, protect, and enhance the public image and reputation of the Crowne Plaza name, ultimately increasing demand for the services offered by the Brand System. IHG's judgment in maintaining these standards is controlling, and they have considerable discretion in making such judgments.