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Send  Share  RSS  Twitter  11 May 2009

Business: Crowne Plaza Johannesburg – the Rosebank


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Hospitality Property Fund (HPF) through the Hospitality Hotel Management Company which manages The Rosebank, has entered into a franchise agreement with IHG which will see the hotel being branded as a Crowne Plaza. The hotel will be rebranded on the 7th May 2009 to Crowne Plaza Johannesburg – The Rosebank.

The agreement sees the return of the Crowne Plaza brand to South Africa and Crowne Plaza Johannesburg – The Rosebank is now the first hotel in the country to comply with the stringent Crowne Plaza world class standards.

IHG is the world’s largest and fastest-growing hotel group with 4 150 hotels and more than 620 000 rooms in nearly 100 countries. It incorporates the InterContinental Hotels and Resorts, Crowne Plaza Hotels and Resorts, Hotel Indigo, Holiday Inn Hotels and Resorts, Holiday Inn Express, Staybridge Suites and Candlewood Suites brands.

Crowne Plaza, the group’s premium brand offering, has 320 hotels in 50 countries with another 130 being developed. The Crowne Plaza brand has been shaped to meet the exact needs of the brand’s core market, discerning frequent business travellers, who need an environment where they can be productive and work effectively. They expect personalized service and high standards of amenities throughout. To get the most out of the experience, they also want stimulating and impressive surroundings, to meet with colleagues, to socialize and relax.

HPF Deputy CEO Andrew Rogers says the Crowne Plaza as a Global brand will effectively endorse The Rosebank as a top quality South African destination. “The Crowne Plaza stands for world class corporate hotel accommodation in business centres, which is perfect for Crowne Plaza Johannesburg - The Rosebank,” says Rogers.

The hotel retains its heritage and tradition and the association with the Crowne Plaza brand brings numerous added benefits. Foremost of these is the enormous pipeline of reservations globally which will be directed to Crowne Plaza Johannesburg - The Rosebank, as well as other IHG hotels in SA.

“Such an association with a global hospitality brand is essential today to build business relations, while for IHG the agreement gives them a base from which to expand their footprint into Africa,” says Rogers.

The marketing affiliation brings with it global brand recognition and adherence to the up-market comfort and high standards the brand signifies.

All Crowne Plaza hotels and resorts are developed to stringent global standards which have been specially developed to ensure that the guest has a superior and relaxed stay. The hallmark standards include the Club Rooms and Club Lounge, state of the art business and meeting facilities, the Crowne Plaza Sleep Advantage program and 24-hour room service. Crowne Plaza Johannesburg - The Rosebank will also become the first Crowne Plaza in the Europe, Middle East and Africa (EMEA) to offer this unique Sleep Advantage program.

Rogers says the recent completion of Crowne Plaza Johannesburg - The Rosebank’s up-market Seven Colours Spa, which offers a wide range of products and treatments, will be a further leisure enhancement to this magnificent hotel establishment.

Another prerequisite for the Crowne Plaza agreement is the training and development of all staff in the various Brand Standards and Hallmarks – “they’re very specific about this”, says Rogers. “Our staff will be exposed to the latest training in global best-practice. Prior to the formal rebranding of the hotel, every single staff member will be taken through Crowne Plaza’s training and development programmes. This ‘Hallmarks Training Programme’ is a non-negotiable on the part of the Crowne Plaza.”

Some of the benefits of the agreement include:

§ The advanced global reservations technology system, which allows the property to attract a global audience and capitalize on conference business, through the brand’s “Meeting for success” conference platform.

§ Best Available Rates through the IHG web site

§ The hotel will be incorporated into the Crowne Plaza’s contractual accommodation arrangements with multinational corporations.

Guests who are members of the Crowne Plaza’s Priority Club loyalty programme, “one of the most well recognised loyalty programmes in the industry globally”, will earn points for staying at Crowne Plaza Johannesburg - The Rosebank. The Priority Club has in excess of 42-million member’s world- wide – and they can in turn redeem their points by staying at the hotel, which brings exposure to a huge international market.

Rogers says that within SA there is a strong affinity to the IHG group, incorporating Holiday Inn which brings further benefits to Crowne Plaza Johannesburg - The Rosebank. HPF also owns and manages the newly built 300 room Holiday Inn Sandton on Rivonia Road.

The Crowne Plaza Johannesburg - The Rosebank serves two distinct markets – the business traveller and the exclusive individual tourist – and has numerous benefits for both. Its location is particularly attractive. The Rosebank shopping cluster, with its large selection of restaurants, shopping and entertainment, is just 300 metres away. It is 4km from the Wanderers Golf Club and cricket stadium while for the rugby and soccer enthusiast, Coca Cola Park is 10km away.

A 30-minute drive from OR Tambo International Airport outside of peak hours, the hotel is also close to Sandton and to the Johannesburg CBD, and is but a stone’s throw from the Rosebank Clinic and the Rosebank Police Station.

The hotel is geared up to accommodate all the needs of today’s business traveller including wireless internet access, video conferencing, and a wide range of flexible meeting facilities. An Executive Board Room is but one of the seven meeting rooms, the largest of which can accommodate up to 250 delegates.

Editors note:

While the Hotel has terminated its sales and marketing agreement with Protea Hotels, HPF’s remaining franchise and management agreements with the Protea group remain in place. These include Protea Hotel Marine, Protea Hotel Richards Bay and Protea Hotel Victoria Junction.

Crowne Plaza Johannesburg - The Rosebank is owned by HPF which has ownership of 23 hotels and resort properties in SA which are highly diversified in terms of geographic location and star grading. Its properties are independently valued at R2, 73bn.

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