6C Repositions Crowne Plaza As “The Place To Meet”

SAN DIEGO— Six Continents Hotels kicked off its annual Global Investors Conference last night, revealing to its franchisees that it will reposition the Crowne Plaza brand as “The Place To Meet.” “We will own the small and medium sized meetings market,” said Tom Oliver, outgoing chairman/CEO of the company. Oliver, who will officially retire next March when Six Continents Hotels officially de-merges from its brewing company, is being replaced by Richard North, currently CFO of the company. North told attendees he has been quite close to the hotels side of the business over the past few years, having negotiated the deal to purchase Bristol Hotels. He was also closely involved in the InterContinental Hotels & Resorts and Postehouse acquisitions, he said. “My vision is that we have the best portfolio of brands in every region of the world and that our brands are the first choice for our guests and for owners in every region of the world,” said North. Another goal, he added, is to provide the best financial returns for shareholders and to make good use of the company’s asset base by churning properties in order to free up funds for other investments. North showed humor in acknowledging his incumbent role as the leader of the hotel company. “I’m a Brit, and we British aren’t supposed to show emotion. But I am thrilled to be CEO of this company,” he said in a low-key fashion. In other business, George Glover, outgoing chairman of the IAHI, handed over the reins to the association to incumbent Jay Fishman. IAHI is the International Owners Association for all owners and operators of Six Continents Hotel brands. Fishman, an owner and operator for Chicago-based hotel and real estate company Seymour N. Logan Associates, encouraged those owners of 6C hotels who are not members of IAHI to join the association. He also noted that while 6C has regained a leadership position in technology, particularly with the implementation of Holidex Plus, it’s imperative that customers must be directed to the company’s proprietary websites “and not be driven to the [third-party] parasites.” Fishman also said 6C cannot ask its hotel owners to invest in technology and renovations, only to have a company-owned product built two miles away. Sir Ian Prosser, meanwhile, who heads up Six Continents worldwide, paid tribute to Oliver as he plans to retire. Prosser noted that when Oliver joined what was then Bass Hotels & Resorts five and a half years ago, the company owned only the Holiday Inn and the newly launched Crowne Plaza brands. Under Oliver’s leadership, the company launched the Staybridge Suites by Holiday Inn brand, and got its foot in the upper-upscale tier in a big way with the purchase of the InterContinental Hotels & Resorts flag, whose portfolio is largely owned by 6C. It also successfully breathed fresh life into its Priority Club loyalty program, whose membership enrollment has tripled since then. Aside from his business acumen, “Tom’s geniality, warmth and great interest in people has been a constant,” said Prosser. Six Continents today will run informational seminars on all of its brands, at which time it will reveal more details on the Crowne Plaza positioning. Kirk Kinsell, newly appointed senior vp/Americas franchising, is also on hand at the conference. Kinsell is a former Holiday Inn executive, whose return has been widely lauded by franchisees.