that kicks off on November 18 and includes 40,000 events with 10 million participants in more than 170 countries.
Ortmans says that GEN was in turn attracted to Crowne Plaza because of its innovative approach to hospitality. “We all stay in hotels but tend to view them as the exclusive domain of travelers rather than as community hubs where you can find local engagement. Being a 24/7 part of their community, Crowne Plaza’s notion that they can not only serve but connect the local innovator community as well as the business traveler appealed to us,” says Ortmans.
Crowne Plaza’s new approach is completely on trend in a world where work and personal lives are blending more than ever—and it goes back to the brand’s roots, which are deeply entrenched in the business space. After spotting a need for a hotel that catered to road warriors, the founders of Holiday Inn decided to launch Crowne Plaza in 1983, which created a more premium brand aimed at business travelers. “Groups, meetings and events are the core of our business,” says Latham.
The company is also working to improve how guests sleep with an innovative program called Sleep Advantage. This includes everything from better bed linens and pillows to products that vary from market to market, helping guests relieve stress and rest more soundly. In Paris, you’ll find sleep milk, while Asia provides calming tea. In the U.