Crowne Plaza Brand Orientation Facilitators Guide - January 2018

Brand
Orientation
Facilitation Guide
Contents
Welcome to Crowne Plaza® Brand Orientation Facilitation Guide 3
An overview of Brand Orientation 3
Planning Brand Orientation at your Crowne Plaza hotel 5
Preparing for Brand Orientation 6
Film 1. Our Brand: Crowne Plaza® Hotels & Resorts 8
Film 2. Our Guests: Modern Business Travelers 15
Film 3. Our Brand Promise: Making Business Travel Work 22
Film 4. Our Service Style: Dare to Connect 28
Brand Orientation key messages 35
Some questions colleagues may ask 37
Sustaining focus 40
Crowne Plaza® Brand Orientation - Facilitation Guide 2

Welcome & overview
Welcome to Crowne Plaza® Brand Orientation

Facilitation Guide
The Crowne Plaza brand is changing – challenging the status quo and standing out from the competition.
And it all begins with you, and how we work together to deliver an experience that focuses on the
professional and personal needs of today’s modern business traveler. And how we’re making business
travel work for them and us.
This guide will help you implement Brand Orientation in your hotel and support colleagues to learn more
about the Crowne Plaza brand, the Brand Promise and how we deliver on it, the guests who stay with us
and what makes us different and better than traditional business hotels.
We have designed this training with colleagues in mind – leading with our belief in humanity and
reflecting the brand’s fresh new approach and modern attitude. We encourage you to do the same – be
bold, dare to connect and let your personality shine!
Brand orientation is a video based learning program that individual colleagues can complete on their own.
Through this facilitation guide, we also provide instruction on how to complete Brand Orientation in
group sessions led by a facilitator, if you choose.
Make sure you read the Brand Orientation Facilitation Guide thoroughly, so you understand the whole
colleague learning experience – how the four films and learning journal all work together – and what you
need to say or do at each stage.
The guide also provides tips and advice on how you can support colleagues’ learning over time, as well
as suggested responses to questions colleagues may ask about Brand Orientation.
An overview of Brand Orientation

Brand Orientation is made up of four short films. Colleagues will watch each film in order and think
about what they’ve learned. They will complete activities in their learning journal to help their
understanding and, if they are in a group session, discuss their ideas with others before watching
the next film.
Each film is approximately 3 – 4 minutes long. The films explore the following topics:
Film 1. Our Brand: Crowne Plaza® Hotels & Resorts
Film 2. Our Guests: Modern Business Travelers
Film 3. Our Brand Promise: Making Business Travel Work
Film 4. Our Service Style: Dare to Connect

Overview
An overview of Brand Orientation

A Brand Orientation session will last approximately 30-45 minutes, whether colleagues are completing
Brand Orientation on their own or in a small facilitator-led group.
If you’re running a small group session, there are PowerPoint slides to help you set up and run this
Brand Orientation successfully. The slides will help you introduce each film and facilitate a debrief
discussion and activities with colleagues to ensure they understand the key messages.
Colleagues should receive a learning journal before they watch the first film.
They will write notes on each film, complete questions, and, if participating in a facilitated group session
will discuss what they’ve learned with colleagues before moving onto the next film.
After watching and reflecting on all four films, colleagues will complete a Brand Orientation
assessment on myLearning.
This is a 15-question, multiple-choice assessment based on the information in the films. Colleagues
do not need to have access to the films again to complete the assessment.
Colleagues will need to register themselves individually on myLearning using their unique Merlin ID
and record when they have completed Brand Orientation and passed the assessment. Colleagues need
to answer 12 of 15 questions correctly or 80% to pass.
To build upon what colleagues learn – and to ensure their enthusiasm and motivation remains high –
your hotel’s General Manager, Department Managers, Supervisors, Brand Champions or Trainers all need
to keep the key messages and ideas from Brand Orientation on the agenda in their regular one-to-one
conversations and team meetings.
In the appendix, you will find:
• Brand Orientation key messages.
• Examples of questions colleagues might ask – and how you might respond.
• Simple activities to run during facilitated group sessions or during your regular one-to-one
conversations and team meetings, to encourage discussion and reinforce learning.

Planning
Planning Brand Orientation at your Crowne Plaza hotel

To help you plan for a successful implementation of Brand Orientation at your Crowne Plaza hotel, you
need to think about, discuss and decide the following:
Planning and • Ensure every manager and colleague completes Brand Orientation either via
scheduling individual learning or as part of a group facilitated session, even if they have
Brand worked for the Crowne Plaza brand for several years.
Orientation • Decide if you want to bring colleagues together in small groups for a facilitated
sessions session, or if you will ask colleagues to complete the brand orientation on their
own over a specified period of time.
• If you are bringing colleagues together, decide if these will be in job role
or mixed role groups.
• Identify the best day and time, operationally, to schedule the sessions
– each session lasts approximately 90 minutes.
• Reserve the room, organize equipment and materials (see below).
• Plan for ‘catch-up’ sessions for colleagues who are on their day off, holiday
or absent, or make sure they have the proper information to complete on
their own.
• Communicate the date, time and location of the session.
• Track and check that everyone in the hotel has participated.
Note: You need to make sure any new colleagues, who join your hotel team
in the future, complete Brand Orientation. Individuals can complete Brand
Orientation on their own with a follow up conversation with their manager,
or join a facilitated group session.
Organizing Equipment: Material:

equipment • Tables and chairs • Brand Orientation PowerPoint slides
and materials • Learning journal (one per person)
• Laptop with cables to connect
to projector • Pens/pencils
• LCD projector & screen
• Speakers/sound system
Note: Learning journals are available in all hotel ready languages and are available to download/print
from myLearning.
For colleagues that complete Brand Orientation on their own, make sure they feel supported, and
check they understand the key messages of each film, before they complete the Brand Orientation
Assessment. You can do this by reviewing and discussing the questions in the learning journal and asking
them about what they learned in each film – e.g. what interested them and surprised them and what
questions they have.

Preparation
Preparing for Brand Orientation

Facilitated Session
Here are some tips to help you prepare successfully:
• Watch the four films and read this Brand Orientation Facilitation Guide, along with the PowerPoint
slides, fully – especially the notes to help you set up and debrief each film.
• Think about the room set up and the best arrangement to watch the films as well as to encourage
engaging discussion. We want colleagues to be comfortable and relaxed.
• Set up the room and equipment a minimum of 1 hour before Brand Orientation.
• Test that all four films play and the sound works successfully.
• Load and test the PowerPoint slides, so they are clear and easy to read on the screen.
• Check the temperature and lighting in the room – to ensure colleagues can watch the films clearly
and comfortably.
• Plan ahead – give your colleague(s) enough notice to attend and to arrange for their duties to be
effectively covered.
• Think about how you’ll communicate to colleagues about Brand Orientation. We want to create
excitement and interest.
• Think about questions colleagues may ask and how you can respond – there are notes in the appendix
to help you.
• Don’t worry if colleagues don’t have the exact answers or use the exact words – you can clarify/build
on their understanding through the discussion.
Individual learners
• Make sure they have a Merlin ID.
• Help them find the course in MyLearning.
• Provide them with dedicated time to take brand orientation.
• Make sure they have a learners journal to accompany the brand orientation films.
• Check back with them once they have completed the training to review any questions they may have.

Film 1. Our Brand: Crowne Plaza®
Hotels & Resorts
Facilitation notes

Set up: 4 minutes
Film 1: 3 minutes 45 seconds
Film 1 debrief: 10 minutes (depending on the number of colleagues participating)
Learning outcomes:
1. Learners can explain why they are learning about the Crowne Plaza brand.
2. Learners can understand the Crowne Plaza brand’s position in the market – a global business hotel
brand with over 30 years of experience.
3. Learners begin to understand how and why Crowne Plaza hotels are different than other business
hotels – offering a bold, different and more valuable experience to business travelers.
Set up: Welcome colleague(s) and introduce the first film (4 minutes)
Do Show slide: Welcome to Crowne Plaza® Brand Orientation.
Say “Hello, I am xxxx (your name).”
“Welcome to Crowne Plaza® Brand Orientation.”
If you have a new colleague, introduce yourself and let your personality shine! Tell them
about your role and share a bit more about your job history with the Crowne Plaza brand
or IHG to put them at ease.
Say “The Crowne Plaza brand is constantly evolving to meet the changing
needs and expectations of our guests, and to ensure we stay relevant
and better than our competitors through the experience we offer.”
Say “So it’s essential that you – who are the heart of the guest experience
– stay up to date on what we stand for, and how our brand is evolving.”
Do Show slide: What we’ll learn… and explain as follows.
Say “Brand Orientation is just one of the ways you’ll learn more about
the Crowne Plaza brand. Brand orientation is part a much bigger
service culture transformation program, which also includes IHG True
Hospitality Service Skills and, Crowne Plaza Brand Experience training.”
Say “But for now, let’s look at what we’ll learn in Brand Orientation.”

Facilitation notes
Say “Today, we’re going to watch four short films to learn more about:
• The Crowne Plaza brand and what makes us different and better
than traditional business hotels.
• Our guests – Modern Business Travelers – and what’s important
to them in a hotel experience.
• Our Brand Promise: Making Business Travel Work
• Our Service Style: Dare to Connect
Say “And we’ll learn more about the important role you play in delivering
excellent experiences that keep our guests coming back time and
time again.”
Say “We’ll watch the films one at a time and then discuss each one.”
Say “To help you think about what you’ve learned, you have
a learning journal.”
Do Give a copy of the learning journal to your colleague(s).
Do Show slide: Learning journal and explain as follows.
Say “The learning journal will help you to think about and remember the
key messages you saw and heard in each film.”
Say “After we have watched film 1, you’ll have some time to answer
questions in your learning journal – and write down your own
thoughts – and then we’ll discuss the questions together.”
Say “We’ll do the same after each film so have your learning journal with
you and ensure that you’re following along.”

Facilitation notes
Say “Take a moment now to look through your learning journal.”
Do Give the colleague(s) two minutes to look through the

learning journal.
Ask Do you have any questions before we start?
Film 1. Our Brand: Crowne Plaza® Hotels & Resorts (3 minutes 45 seconds)
Do Show slide: Film 1. Our Brand: Crowne Plaza® Hotels & Resorts.
Do Play the first film.

PLAY FILM
Do Check and adjust room lighting as appropriate.
Do Stop the first film and readjust the room lighting as appropriate.
Film 1 debrief: (10 minutes) – depending on number of colleagues participating
Do Show slide: Film 1. Our Brand: Crowne Plaza® Hotels & Resorts –
what did you learn? And explain as follows:
Say “Now read and complete the questions on film 1 in your learning
journal and think about what you saw and heard.”
“Then we’ll discuss what we learned.”

Facilitation notes
Your choice: Review and answer the questions in the learning journal individually,
or let your colleagues discuss in small groups of 2 or 3.
Do Give your colleague(s) up to 5 minutes to answer the film 1

questions, then ask the following questions:
Ask What did our host, Hotel Manager John, tell us that we would learn
about in Brand Orientation?
Answer: About our brand and what makes us different; About the
guests who stay with us and what they really value in a hotel stay;
About the valuable role we play in delivering great experiences;
About Our Brand Promise and Service Style etc.
Do Show slide: Brand Orientation icons and discuss as follows.
Ask “John also introduced us to three important icons we will see

throughout the four films – can you remember what they are
and what they stand for?”
Answer:
Key point to remember
Our Brand Promise
Our Service Style

Facilitation notes
Ask “We also learned that, as part of IHG, Crowne Plaza hotels is
committed to delivering True Hospitality for everyone – what does
True Hospitality mean?”
Answer: It means: Making everyone feel welcome and cared for,

recognized and respected, whoever and wherever they are in the
world.
Say “Each IHG brand has their own focus and delivers True Hospitality
in their own special way to the guests who stay with them.”
Ask “What type of guest is the Crowne Plaza brand primarily focused on?
Answer: The business traveler.
Ask “How many years of experience does the Crowne Plaza brand
have that shows we truly understand business travel, and business
travelers?”
Answer: Over 30 years!
Ask “What are some of the ways the world of business has changed
so rapidly?”
Answers: Growth of technology means people are able to work

anywhere at any time; people are more connected; business is more
mobile not office based; its not about a work-life balance, but a
work-life blend.
Say “While business is changing so rapidly, most business hotels are not!”
“They are just focused on providing technology and efficient but

impersonal service that might help to support business but doesn’t
show they care about their guests as people.”
Ask “What makes Crowne Plaza hotels different – how do our colleagues
support guests?”
Answer: Crowne Plaza hotels are focused on the person behind

business travel: The business traveler; and our colleagues work
together to look after our guests professionally and personally
giving them all the support they need, wherever they are in
the world.

Facilitation notes
Say “We know that many of our guests are business people traveling for
work and they have a job to do – and it’s essential we give them all
the support they need to be successful.”
“But we also know they want to make the most of their travel
experience too.”
Ask “So what’s Our Brand Promise to guests about the experience they
can expect when they stay at a Crowne Plaza hotel?”
Answer: We’re… Making Business Travel Work.
Say “We’ll talk more about Our Brand Promise after our third film, which
focuses on how we’re Making Business Travel Work.”
Do Prompt colleague(s) to check and amend/add to their responses in

the learning journal.
Do Show slide: The Crowne Plaza brand – key messages and explain
as follows.
Say “As a Crowne Plaza colleague, it’s important to know that:

• Crowne Plaza Hotels & Resorts is a global business hotel brand
with more than 30 years of experience – we truly understand
business travel!
• Crowne Plaza hotels are primarily focused on the business traveler
and Making Business Travel Work for them.
• Crowne Plaza hotels are standing out from the competition by
focusing on the person behind business travel – the Modern
Business Traveler – supporting them both professionally and
personally wherever they are in the world.
Transition:
“As John said, in our next film, we’ll meet three guests and learn what’s important to them when they’re
traveling on business – and begin to see how we’re Making Business Travel Work by Bringing Humanity
to Business Travel.”

Film 2. Our Guests:
Modern Business Travelers
Facilitation notes

Set up: 2 minutes
Film 2: 4 minutes
Film 2 debrief: 10 minutes (depending on number of colleagues participating)
Learning outcomes:
1. Learners can describe the Modern Business Traveler.
2. Learners can explain what’s important to the Modern Business Traveler and why.
3. Learners appreciate how business travelers can often feel lonely, vulnerable and stressed.
4. Learners can appreciate how the Crowne Plaza brand wants to meet the professional
and personal needs of Modern Business Travelers.
Set up: Introduce the second film (2 minutes)
Do Show slide: Film 2. Our Guests: Modern Business Travelers.
Say “In a moment, we’re going to watch our second Brand Orientation
film, and learn more about our guests – Modern Business Travelers
– and what’s important to them.”
Say “So make sure you have your learning journal open on the right page
so you’re ready to answer questions on this film.”
Ask “Just before we start, can you remember the three important icons
to look for – and what they stand for?”
Answer:
Key = Key point to remember;
Heart = Our Brand Promise and
Joined hands = Our Service Style.
Ask Do you have any questions before we start the second film?

Facilitation notes
Film 2: Our Guests – Modern Business Travelers – and what’s important to them (4 minutes)
Do Play the second film.

PLAY FILM
Do Stop the second film, and re-adjust the room lighting as appropriate.
Do Show slide: Film 2. Our Guests: Modern Business Travelers – what

did you learn? And explain as follows:

Do Show slide: Modern Business Travelers.
Ask “What kinds of things did you learn about today’s business men
and women?”
Answers: They need to be productive and get their work done; they
need flexibility to work, eat, or simply relax; they want to connect
with others.

Facilitation notes
Ask “What other things are important to the three guests in this film
when they’re traveling on business?”
Answers:
Isabella: Likes to stay fit and healthy, keep her travel blog up to date
and connect with people professionally and socially.
Kareem: Likes to explore cities, pick up souvenirs and stay in touch
with his family.
Jian: Likes to feel welcomed and valued as a loyal IHG® Rewards
Club platinum member – and tries to add fun to his business trip –
especially a Manchester United match.
Ask “What do we call our target guests like Isabella, Kareem and Jian?”
Answers: Modern Business Travelers.
Say “That’s right! Modern Business Travelers are high-achieving, ambitious

men and women who have fast paced demanding work lives – but
also want to enjoy all the experiences business travel offers.”
Say “Business travel doesn’t have to be all about business.”
“That’s why, at Crowne Plaza hotels, we say: “we’re all business…

mostly.” You may have seen this tag line already in our brand
advertising.”
Say “We also heard that business travelers spend a lot of time alone
– traveling from airports to hotels, to meeting rooms and back to
airports again – and can feel lonely; more so than leisure guests – who
usually travel with others.”
“They can feel isolated, perhaps vulnerable at times, and often miss
families and friends.”
Ask “So, as colleagues, how do we need to make them feel?”
Answers: Connected, cared about and supported.

Facilitation notes
Ask “Can you remember what the Crowne Plaza Brand Promise is?”
Answer: We’re… Making Business Travel Work by Bringing Humanity

to Business Travel.
Do Show slide: Making Business Travel Work by Bringing Humanity

to Business Travel.
Say “Our Brand Promise talks about what we do for our Modern Business
Traveler guests... and how we do it.”
Ask “What are some ways you saw colleagues in the film bringing
humanity to their interactions with Isabella, Kareem and Jian?”
Answers:
Isabella: A colleague rushed to pick up her fallen tube and carried
it for her; another colleague helped her get her presentation up
on screen;
Kareem: A colleague offered him water and showed him a running
route;
Jian: Received a personal ‘welcome back message’ and was chatting
with the barperson etc.
Do Show slide: We’re different because… to reinforce the message

below.
Note: Click to build the text on the screen for this slide after you
have asked the questions below.
Say “We’re meeting not just guests’ business needs, but their personal
needs too.”
Ask “What kinds of things do Crowne Plaza hotels offer to help our
guests to do business and get their jobs done?”
Answers: Places and spaces to work alone or with others; WiFi

throughout the hotel; Business services and support – e.g. printing;
Expert help to organize and host meetings of any size etc.
Do Click to build the text below on the slide and read it aloud.

Facilitation notes
Say “Yes, Crowne Plaza hotels provide technology, meeting facilities and
dedicated support from our Crowne Plaza colleagues to help our
guests be productive – and get their work done.”
Ask “What do our guests need personally to ensure they feel connected,
cared about and supported and to help them be successful?”
Answers: Places to relax and socialize, to be able to stay fit and

healthy when they’re traveling; Fresh and exciting food options;
Opportunities to connect with colleagues and other guests etc.
Do Click to show the three points, which you say below, on the slide.
Say “Yes, Crowne Plaza hotels provide hotel amenities, spaces and
services that help them relax, recharge, maintain balance and feel
human again, so they can be at their best.”
Say “And, most importantly, great colleagues like you that make our
guests feel connected, cared about and supported.”
Say “That’s what makes Crowne Plaza different… and special.”

Do Show slide: Our Guests: Modern Business Travelers – key messages

and explain as follows.

Facilitation notes
Say “Our Modern Business Travelers:

• Are high-achieving, ambitious men and women who are very
driven, personally and professionally.
• Live life to the fullest and want to enjoy all the experiences
business travel offers.
• Need to feel connected, cared for and supported as they can be
feel stressed and lonely when traveling – unlike leisure travelers
who are usually staying with family and friends.
At Crowne Plaza hotels, we’re different because meeting guests’
professional and personal needs.
We’re… Making Business Travel Work by Bringing Humanity to

Business Travel.”
Group engagement activity: (15 minutes) – depending on number

of colleagues participating
Say “So now we know more about our Modern Business Traveler
guest, let’s create guest profiles to bring what we’ve just learned to life.
Get together in pairs, or small groups if you prefer.”
Do Get together in pairs or small groups and create a profile of a

Modern Business Traveler guest. Give him or her a name, nationality
and job and think about how you would describe them (e.g. dynamic,
confident etc.).
Then think about what brings them to our hotel (e.g. attending a
conference, meeting clients). Be ready to introduce your guest to
others.
Transition:
“In our next film, we’ll look at how Crowne Plaza Hotels are meeting guests’ professional and
personal needs.”

Film 3. Our Brand Promise:
Making Business Travel Work
Facilitation notes

Set up: 2 minutes
Film 3: 2 minutes 45 seconds
Learning outcomes:
1. Learners can name the Crowne Plaza Brand Promise.
2. Learners can give examples of how Crowne Plaza Hotels are Making Business Travel Work by
Bringing Humanity to Business Travel.
3. Learners understand the connection between the brand hallmarks and delivery of the Brand
Promise.
4. Learners understand how Crowne Plaza Hotels & Resorts is challenging what is delivered
at a traditional business hotel.
Set up: Introduce the third film (2 minutes)
Do Show slide: Film 3. Our Brand Promise: Making Business Travel Work
Say “So far, we’ve learned that the Crowne Plaza brand is different than
other business hotels because we focus on the professional and
personal needs of Modern Business Travelers.”
Say “We’ve learned about what’s important to guests when they’re

traveling for business – how they need to be productive and get
their job done but also want to enjoy all the experiences business
travel offers.”
Say “Let’s now learn how Crowne Plaza hotels are delivering Our Brand
Promise… and Making Business Travel Work by Bringing Humanity

Facilitation notes
Set up: Introduce the third film (2 minutes)
Say “Make sure you have your learning journal open on the right page
so you’re ready to answer questions on this third film.”
Ask Do you have any questions before we start the next film?
Film 3. Our Brand Promise: Making Business Travel Work (2 minutes 45 seconds)
Do Play the third film.
Do Stop the film and re-adjust the room lighting as appropriate.
Do Show slide: Film 3. Our Brand Promise: Making Business Travel Work
– what did you learn? And explain as follows:


Facilitation notes
Say “How do older, more traditional hotels, often treat business guests?
Answers: Very formally; inflexible; like a business guest not an

individual; sometimes just as a room number or reservation.
Say “Yes, some of our competitor brands just see the guest as a ‘business
man or woman’ – not a person. They don’t recognize they have
needs and interests outside of work.”
Ask “At Crowne Plaza hotels, we champion a better way of business travel
– how are we different?”
Answers: We’re focusing on guests as people; we understand that

work is why they travel but does not define who they are; we are
more caring, flexible and supportive; we’re looking after guests’
personal not just professional needs; we speak to guests in a warm
and genuine way, like we speak to friends and peers.
Do Show slide: Championing a Better Way of Business Travel
Ask “How did you see colleagues in the film interact with Isabella,
Kareem and Jian?”
Answers:
Isabella: The colleague noticed they’d finished their meeting and
brought over menus and a wine list to help them relax and celebrate.
Kareem: The colleague said a warm goodbye and then phoned ahead
to the next hotel to request a room with a nice view for him.
Jian: The colleague offered him some special Chinese (Oolong) tea
because they know it’s his favorite.
Ask We then saw some examples of spaces, services and facilities we

offer at Crowne Plaza hotels that show we’re supporting our guests’
professional and personal needs – how many can you remember?”
Examples answers: WiFi throughout the hotel; Sleep Advantage®

Program; Great Food, Anytime Anywhere; Spaces to relax and
socialize; Flexible casual meeting spaces; Formal meetings and events
program; IHG® Rewards Club.

Facilitation notes
Do Don’t worry if colleagues don’t mention all these examples –

or use exactly the words above – you can clarify/build on their
understanding with the slide below.
Do Show slide: We’re Making Business Travel Work by Bringing

Humanity to Business Travel through… and quickly walk through
the examples to build on response(s) to the last question.
Ask “How do these spaces, services and facilities help Crowne Plaza
hotels to Make Business Travel Work by Bringing Humanity to
Business Travel?”
Answers: They show we genuinely care about our guests as people

not as business travelers or room numbers; our hotels and hotel
teams understand and support all their professional and personal
needs; we value and appreciate our guests and what’s important
to them etc.
Do Prompt colleague(s) to check and amend/add to their responses

in the learning journal.
Do Show slide: Our Brand Promise: Making Business Travel Work

by Bringing Humanity to Business Travel – key messages and explain
as follows.
Say “At Crowne Plaza Hotels & Resorts:

• We don’t just focus on the business needs of our guests… we focus
on them as people and genuinely care for them.
• We’re championing the new world of business… we’re more caring,
flexible and supportive.
• We speak to our guests in warm, genuine ways… like we speak
to friends and peers.
Crowne Plaza hotels’ spaces, services and amenities help our guests
recharge, maintain balance and feel human again so they can be
at their best.
We’re… Making Business Travel Work by Bringing Humanity


Facilitation notes
Say “But, as we heard, it’s ultimately all about you – our colleagues
– and the service you deliver; because how you make our guests
feel when they stay with us is even more important than what
we offer them.”
Transition:
“In our last film, we’ll introduce you to our Service Style: Dare to Connect and how it helps us bring
Our Brand Promise to life.”

Film 4. Our Service Style:
Dare to Connect
Facilitation notes

Set up: 2 minutes
Film 4: 4 minutes
Learning outcomes:
1. Learners can name the Crowne Plaza Service Style – Dare to Connect.
2. Learners know the essential role they play in bringing humanity to business travel when they
Dare to Connect.
3. Learners understand the four service behaviors that bring our Service Style - Dare to Connect -
to life.
Set up: Introduce the fourth film (2 minutes)
Do Show slide: Film 4. Our Service Style – Dare to Connect.
Say “The Crowne Plaza brand is different because we focus not just on
what we offer Modern Business Travelers… but on how we make them
feel when they stay with us.”
Say “Let’s watch the last Brand Orientation film and be introduced to our
Crowne Plaza Service Style – Dare to Connect.”
Say “Can you remember which icon represents Dare to Connect?”
Answer: Joined hands
Say “Make sure you have your learning journal open on the right page so
you’re ready to answer questions on this last film.”
Ask Do you have any questions before we start the fourth film?

Facilitation notes
Film 4. Our Service Style – Dare to Connect (4 minutes)
Do Play the fourth film.
Do Stop the film and re-adjust the room lighting as appropriate.
Do Show slide: Film 4. Our Service Style – Dare to Connect – what did
you learn? And explain as follows:

Ask “A nice easy question to start with: What is our Crowne Plaza
Service Style?”
Answer: Dare to Connect
Ask “What does Dare to Connect mean?”
Answer: It means we’re thinking and acting differently… working

to connect with guests and each other as colleagues in a more
personal way, to meet their business and personal needs on a peer
to peer level.

Facilitation notes
Ask “What do you learn about someone – a guest or a colleague – when

you Dare to Connect?”
Answer: More about them as a real person – what they think, feel and
need – not as a room number or co-worker; you learn what matters
to them etc.
Ask “How can learning more about our guests, as people, help us to
deliver great experiences?”
Answer: The more we learn, the more we can deliver thoughtful,

caring, personal gestures that make them feel cared about and
supported.
Ask “And how can learning more about our colleagues help us to work
even better together, and support each other to deliver great
experiences to guests?”
Answer: We learn how we can help each other; we learn what they
care about and how to respect that; we create a better working
environment where everyone can be happy and more successful etc.
Say “When you have the confidence to Dare to Connect and find out
what truly matters to the other person, you’re bringing humanity
to business travel.”
Ask “What are the four service behaviors that bring Dare to Connect to
life? They are easy to remember because, in English, they start with
the letters D.A.R.E.”
Answers:
• Dare to Make the First Move
• Adapt to the Moment
• Relate to Business Needs
• Enable Quality Downtime
Do Don’t worry if colleagues don’t use exactly the words above – you
can clarify/build on their understanding with the slide below.

Facilitation notes
Do Show slide: We Dare to Connect when we… and walk through

to build on their response(s) to the last question.
Ask “How did colleagues in the film demonstrate these service

behaviors?”
Answers: They smiled, chatted, took time to engage with guests

etc.; A colleague brought a chair over to Kareem’s table for the new
guest without being asked; the doorman noticed two guests looking
uncertain about where to go and helped them; the housekeeper
found Jian’s memory stick on the floor and left him a note; the front
desk colleague made a recommendation to Isabella etc.
Ask “What kinds of things can you do – perhaps additionally or differently

to what you do now – to demonstrate these service behaviors and
Dare to Connect with guests and each other?”
Answers: Answers: These will vary – but prompt for things like:
Being more proactive and greeting guests and taking action before
being asked; paying better attention to guests’ moods and needs and
taking action to help a guest when they need it; prioritizing guests’
business needs so they can do what’s important and be productive;
making an effort to get to know guests and how they like to spend
their free time etc. getting to know colleagues better; reading
colleagues’ moods and anticipating ways to support them.
Ask “And what’s the simple way we can tell if we’ve done a good job,
truly connected with a guest… and brought some humanity to
business travel?”
Answer: Guests will go out of their way to stop by and say a personal
thank you before they leave.


Facilitation notes
Do Show slide: Our Service Style: Dare to Connect – key messages and
explain as follows.
Say “The Crowne Plaza Service Style is Dare to Connect.
It means we’re thinking and acting differently… working together to

connect with guests and colleagues in a more personal way. To learn
what they think, feel and need. So we can deliver thoughtful, caring
gestures that make them feel cared about and supported.
There are four service behaviors that help us Dare to Connect:

• Dare to Make the First Move
• Adapt to the Moment
• Relate to Business Needs
• Enable Quality Downtime”
Say “We’ve now watched and discussed all four Brand Orientation films;
let’s look at what happens next.”
Do Show slide: What’s next? and explain as follows:
Group engagement activity: (15 minutes) – depending on number

of colleagues participating
Say “So, we know we act differently, we bring the personal touch to guest
interactions, and adopt our Service Style: Dare to Connect.
But, if I ask you what Dare to Connect means to you, how would you
answer? Again, let’s split into pairs or small groups.”
Do Divide the group into pairs/small groups. Ask them to imagine that a
new colleague will be joining the team tomorrow. The colleague asks:
“What’s Dare to Connect?” How will they reply in 30 seconds in a way
that’s motivating and inspiring?
Give the pairs/groups a few minutes to get creative (e.g. a song, rap,
poem, inspiring speech etc.). Ask for volunteers pairs to model their
ideas for others.

Facilitation notes
Say Brand Orientation assessment

“Now you have completed Brand Orientation, you’ll need to take
the assessment.”
“This is a 15-question, multiple-choice assessment based on the

information you’ve seen and heard in the films.”
“Don’t worry; it’s very straightforward and you do not need to watch
the films again to complete the assessment.”
Say “You need to register yourself, individually, on myLearning

using your unique Merlin ID and record when you have completed
Brand Orientation and passed the assessment.”
“You need to answer 12 of 15 questions correctly or 80% to pass.”
Say “The Brand Orientation assessment will help you discover how much
you have learned – and what, if any, additional support you might
need to help you understand more about the Crowne Plaza brand,
our guests and the experience we want them to have when they stay
with us.”
Say Sustaining focus

“And it’s essential that our conversations about the Crowne
Plaza brand, Our Brand Promise and our Service Style don’t stop
immediately after Brand Orientation.”
Say “So in your regular one-to-one conversations, and team meetings

with your Department Manager/Supervisor, you’ll be exploring how
you can Dare to Connect in your role.”
Say “Our General Manager will also be watching and asking about how
you’ve been daring to connect, so be sure to impress him/her!”
Say Brand Experience training

“We’ll be building on everything we’ve learned in Brand Orientation
in our Brand Experience training, where we’ll think more about
Dare to Connect and what the service behaviors look like in action,
in our roles, with guests and each other.”
Ask “Do you have any questions about what happens next?”

Facilitation notes
Do Give your colleague(s) a chance to raise any questions.
Say “Thank you for taking part in Crowne Plaza® Brand Orientation.”
“As you heard John say at the end of the last film, now it’s over
to you…”
Say “Remember our guests are not just room numbers”
“They are people like you with friends and families and interests
outside of work.”
“They have the same ups and downs… and appreciate it when people
connect with them.”
Do Show slide: How will you Dare to Connect?
Say “So, pick up John’s challenge, and ask: How will I Dare to Connect
with our guests and my colleagues?’”
Say “Remember, you could be the best part of a guest’s stay and
a colleague’s day.”
“So be confident, be daring, be creative and have fun!”
Do Thank everyone for coming and wish them every success.

Appendix
Brand Orientation key messages

The Crowne Plaza brand is part of IHG (InterContinental Hotels Group), and that means we’re committed
to delivering True Hospitality for everyone. True Hospitality means: Making everyone feel welcome and
cared for, recognized and respected – and each IHG hotel brand does it in their own special way.
At Crowne Plaza hotels, we do this by focusing primarily on the business traveler and by Making Business
Travel Work for them.
Crowne Plaza Hotels & Resorts launched in 1983, and today we have more than 400 hotels around
the world – welcoming more than 6 million guests each year, traveling for both business and leisure.
With more than 30 years of experience in business travel, we truly understand business travel.
We know that the world of business is changing rapidly. It’s more digital, more mobile and more
connected. Work and personal time are more blurred as business men and women want to work
at any time and from anywhere in the world. It’s not about a work-life balance, it’s about a work-
life blend. And while the world of business is changing – most business hotels are not. But we are!
At Crowne Plaza hotels, we get it – and we’re doing things differently and standing out from the
competition.
We’re focused on the person behind business travel: The Modern Business Traveler. High-achieving and
ambitious men and women, who are very driven, personally and professionally. They’re traveling to get
a job done, and need to be productive and successful – but they also need the flexibility to work, eat,
connect with others or simply relax whenever and wherever they need to. It’s not all about work. Even in
their time-pressured world, Modern Business Travelers want to make the most of their travel experience:
Whether that’s a great meal with colleagues or a chance to explore a stunning city and all it offers.
At Crowne Plaza hotels, we’re not just focusing on what business travelers need from a hotel, we’re
focusing on how their hotel experience makes them feel. We meet guests’ business needs and their
personal needs too – with hotel amenities, spaces and services that help them recharge, relax, stay fit
and feel human again. Our great colleagues work together to look after our guests professionally and
personally too – giving them all the support they need, wherever they are in the world.
At Crowne Plaza hotels, we know that when our guests feel connected, cared about, and supported,
they’re happy… and when they’re happy, they’re better at their work. We take care of every need…
that’s what makes us different… and what makes us special.
We’re Making Business Travel Work by Bringing Humanity to Business Travel.
We challenge the old world of business that’s overly formal, rigid and where guests feel like a room
number not a person. We embrace the new world of business with caring and flexibility – through hotel
colleagues who Dare to Connect!
Dare to Connect is how we describe the Service Style at Crowne Plaza hotels. It shows we’re thinking

Appendix
and acting differently. We’re connecting with guests – and each other – in a more personal way.
We’re showing our personalities (and sharing a little of ourselves) and learning more about the other
person… as a person, not as a room number or a co-worker. When we Dare to Connect, it means we:
• Dare to Make the First Move… we are proactive and positive… we are the first to greet and say hello,
and the first to take action and help our guests.
• Adapt to the Moment… we might not be mind readers, but we can read our guest’s moods and needs
and then change our pace, tone and take action so we can help a guest when they need it.
• Relate to Business Needs… we know that Modern Business Travelers need to be productive, so we
make sure we prioritize the right things that help our guests do what’s important.
• Enable Quality Downtime… we know our guests want more from their trip than just business, so we
make an effort to get to know them and give them recommendations that help them make the most
out of their free time.
By Daring to Connect, we learn what another person needs, and how they feel. That’s when we can
deliver something truly special… something thoughtful and caring that’s uniquely Crowne Plaza.

Appendix
Some questions colleagues may ask

Below are some questions your colleagues may ask and some suggestions for how you can respond:
Why do I need to attend Brand Orientation?
The Crowne Plaza brand is constantly evolving to meet the changing needs and expectations of our
guests, and to ensure we stay different and better than our competitors through the experience we
offer. It’s essential that all colleagues – who are the heart of the guest experience – stay up to date
on what we stand for, and how our brand is evolving, so they can continue to deliver excellent
experiences that drive guest love and loyalty.
Do I need to watch all the films?
Yes, the films tell a story of our brand, our guests and our promise to them about the Crowne Plaza
experience they can expect when they stay with us. The films also introduce what colleagues can
do to bring that promise to life through the Crowne Plaza Service Style Dare to Connect. It’s essential
to watch all four films in order to understand this story fully.
Can I watch all the films in one go?
Yes, if time allows practically and operationally at the hotel. However, every colleague needs to stop
after each film and complete the learning journal activities for that film – so they really think about
what they’ve seen and heard.
Why do I need a learning journal?
Learning is a process that takes place over time, not just a one-time event. The learning journal will help
colleagues think about what they learn (and what it means for them in their job role) as they complete
questions and capture notes on each Brand Orientation film.

Appendix
What is the assessment – what happens if I don’t pass it?
After watching all four films, colleagues will complete a 15 question multiple choice assessment based
entirely on the information in the films. If you do not feel ready to take the assessment after watching
the films, talk to your Department Manager, Supervisor, Brand Champion or Trainer. They can answer
questions, clarify any points you’re not sure of, or watch the films again with you to support your
learning.
You need to answer 12 of 15 questions correctly or 80% to pass the assessment. If you do not pass,
you need to take the assessment again.
What happens after I have watched the films and taken the assessment?
It is essential that conversations about the Crowne Plaza brand, Our Brand Promise and our Service Style
don’t stop as soon as colleagues have watched the films and completed the assessment. Department
Managers, Supervisors, Brand Champions or Trainers will keep the key messages and ideas on the agenda
in their regular one-to-one conversations and team meetings – encouraging discussions about how
ideas and behaviors can be brought to life by individuals and teams in their job roles. We will also build
on everything we learn in Brand Orientation in our Brand Experience training, where we’ll think more
about our Crowne Plaza Service Style: Dare to Connect and what it looks like in action, in our roles, with
guests and each other.

Appendix
Sustaining focus
As General Managers, Department Managers, Supervisors, Brand Champions and Trainers, your role is
essential in motivating colleagues to Dare to Connect – and recognizing and appreciating them when they
do so.
Here are a few tips to help you:
1. Remember, you need to ‘be the behavior you want to see’ – colleagues will pay much more attention
to what you do than what you say, so make sure they see you Daring to Connect with guests and
colleagues across the hotel.
2. Think about how you can ‘bring humanity’ to work too – by making sure colleagues feel connected,
cared about and supported. Take the time to learn what’s important to them and how you can deliver
thoughtful, caring, personal gestures that make them feel valued and appreciated – and proud to work
for the Crowne Plaza brand. Remember, how you make colleagues feel will be reflected in how they
make guests feel.
3. Get your colleagues involved in exploring and agreeing ways they can Dare to Connect in their job
roles. Show genuine interest in their ideas and enthusiasm for seeing them in action.
4. Take time to observe colleagues as they Dare to Connect, by demonstrating the service behaviors,
and be ready to give a few words of thanks and appreciation for their efforts – and feedback on the
difference they made. Remember, colleagues may need to build their confidence to make the first
move or make a recommendation to a guest. Your encouragement and feedback will help them to
develop – and the more you reinforce colleagues’ behavior with positive feedback and recognition,
the more they (and others) will want to repeat that behavior!

Appendix
Sustaining focus
It is essential that conversations about the Crowne Plaza brand, Our Brand Promise and our Service Style
don’t stop as soon as colleagues have completed Brand Orientation. To build upon what colleagues learn,
you need to keep the key messages and ideas from Brand Orientation on the agenda in your regular one-
to-one conversations and team meetings.
Below are some examples of questions and activities to encourage discussion and reinforce learning.
Note: These are grouped under film topics, you can move between them as appropriate.
1. How is the world of business changing – and kinds of things have you seen and heard in our hotel
that show it’s changing?
Responses may include: In pairs or small groups, discuss the kinds of things you have seen or heard
in our hotel that shows the world of business is changing. Be ready to share your ideas with others.
2. What do our Modern Business Traveler guests expect from a hotel experience?
Responses may include: Facilities, services and support to help them be productive and get their
work done and their business goals achieved; care and support for them personally; interest in them
as a person; to feel valued and cared about as business travel can be lonely at times etc.
3. What is our Crowne Plaza Brand Promise – and how does it make us different and better than
traditional business hotels?
Brand promise: Making Business Travel Work by Bringing Humanity to Business Travel. This is how
we bring the brand promise to life.
Responses may include: Traditional business hotels can see the guest as a ‘business’ man or woman’
– not a person. They don’t recognize they have needs and interests outside of work. Crowne Plaza
hotels are championing a better way of business travel by focusing on guests as people and showing we
understand that work is why they travel but does not define who they are; we are more caring, flexible
and supportive; we’re looking after guests’ personal not just professional needs etc.

Appendix
1. How would you describe the Modern Business Traveler in your own words?
Responses may include: Hard-working; ambitious; driven, wants to succeed; connected etc.
2. Get together in pairs or small groups and create a profile of a Modern Business Traveler guest. Give
him or her a name, nationality and job and think about how you would describe them (e.g. dynamic,
confident etc.). Then think about what brings them to our hotel (e.g. attending a conference,
meeting clients). Be ready to introduce your guest to others.
3. What do we mean when we say that, at Crowne Plaza hotels, “We’re all business, mostly.”?
Responses may include: We provide everything Modern Business Travelers need to be productive
and get the job done but also flexibility for them to work, eat, or simply relax whenever and wherever
they need to; we help them connect with other guests and colleagues too; business is not all about
business; Modern Business Travelers want to make the most of their travel experience; we take care
of every need, professional and personal etc.
4. In pairs or small groups, discuss and capture 4 ‘conversation starters’ that can help you connect
with, and get to know, a guest – “How are you today?” is not allowed! So be creative! Be ready
to share 1-2 great conversation starters with others.
5. How can business guests sometimes feel when they’re traveling and why – and how is this different
from leisure guests?
Responses may include: They might feel lonely at times; they might miss their families and friends
if they are on long business trips across multiple locations; they may be traveling alone; they may
not know the city or area and have no-one to explore it with etc.

Appendix
1. How do traditional business hotels often treat business guests?
Responses may include: Very formally; inflexible; like a business guest not an individual; sometime
just as a room number or booking etc.
2. How are Crowne Plaza hotels different?
Responses may include: We’re more caring and supportive; we’re looking after personal not just
professional needs; we speak to guests in a warm and genuine way etc.
3. What are some examples of spaces, services and facilities we offer, at Crowne Plaza hotels,
that show we’re supporting our guests’ professional and personal needs?
Responses may include: Innovative technology, meetings facilities and dedicated support from
Crowne Plaza meetings directors help guests be productive; hotel amenities, spaces and services –
help guests relax, recharge, maintain balance and feel human again; IHG® Rewards Club to appreciate
and reward our most loyal and repeat guests etc.
4. Divide the group into 2 smaller groups. Ask Group 1 to think of 5 professional needs a guest may
have (e.g. to print a document or presentation) and how we could help. Ask Group 2 to think of 5
personal needs a guest may have (e.g. booking dinner reservations) and how we might help.
Ask each group to share their ideas with the other group.
5. In pairs or small groups, discuss and capture 5 qualities that you associate with the word
humanity – e.g. kindness, caring etc. Then think about when and how you could demonstrate
these qualities in your conversations and interactions with guests. Be ready to share 2-3 great
examples with others.

Appendix
1. What is our Crowne Plaza Service Style and how does it help us bring humanity to business travel?
Service Style: Dare to Connect
Responses may include: When you Dare to Connect, you learn more about the guest or colleague as
a person – what they think, feel and need – not as a room number or co-worker; when you connect
with someone you learn how you can help them and deliver thoughtful, caring, personal gestures etc.
What are four ways we can Dare to Connect?
• Dare to Make the First Move… be proactive and positive, be the first to greet and say hello,
and the first to take action and help our guests.
• Adapt to the Moment… pay attention to our guest’s moods and needs and change our pace,
tone and take action to help a guest when they need it.
• Relate to Business Needs… make sure we prioritize the right things that help our guests
do what’s important and be productive.
• Enable Quality Downtime… make an effort to get to know them and give them recommendations
that help them make the most out of their free time.
2. Create simple cards/papers with each service behavior on a card and its definition on another.
Have the group match the behavior with the definition and explain what the definition means
in their own words.
3. What are some opportunities you have, in your roles, to Dare to Connect?
Responses may include: These will vary - don’t push for specifics as colleagues will explore more
specific examples in their Brand Experience training.
4. Divide the group into pairs/small groups. Ask them to imagine that a new colleague will be
joining the team tomorrow. The colleague asks: “What’s Dare to Connect?” How will they reply in
30 seconds in a way that’s motivating and inspiring?
Give the pairs/groups a few minutes to get creative - e.g. a song, rap, poem, inspiring speech etc.
Ask for volunteers pairs to model their ideas for others.
5. What do we want our guests to do that shows us we’ve done a good job, truly connected with
a guest and brought humanity to business travel?
Responses may include: We want guests to go out of their way to stop by and say a personal thank
you before they leave etc.

© 2018 InterContinental Hotels Group. All rights reserved. Proprietary and Confidential. Use of this resource, or any part thereof, is not required by any license
agreement, brand standards, or otherwise. This resource is an optional guide that owners and managers of franchised hotels may use at their sole discretion,
using or adapting only those elements, if any, that they deem appropriate for their particular IHG branded hotel. No company in IHG, or any employee or
agent thereof, seeks, requires or has any control or direction of any hiring, compensation, termination or other employment-related decisions
at franchised hotels.
©2018 IHG. All rights reserved. Most hotels are independently owned and operated. Confidential and proprietary to IHG.
Intended only for IHG and IHG®-branded hotels training.

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Brand

Welcome to Crowne Plaza® Brand Orientation Facilitation Guide 3

An overview of Brand Orientation 3

Planning Brand Orientation at your Crowne Plaza hotel 5

Preparing for Brand Orientation 6

Film 1. Our Brand: Crowne Plaza® Hotels & Resorts 8

Film 2. Our Guests: Modern Business Travelers 15

Film 3. Our Brand Promise: Making Business Travel Work 22

Film 4. Our Service Style: Dare to Connect 28

Brand Orientation key messages 35

Some questions colleagues may ask 37

Crowne Plaza® Brand Orientation - Facilitation Guide 2

Welcome to Crowne Plaza® Brand Orientation

An overview of Brand Orientation

Film 1. Our Brand: Crowne Plaza® Hotels & Resorts

Film 2. Our Guests: Modern Business Travelers

Film 3. Our Brand Promise: Making Business Travel Work

Film 4. Our Service Style: Dare to Connect

Crowne Plaza® Brand Orientation - Facilitation Guide 3

An overview of Brand Orientation

In the appendix, you will find:

• Brand Orientation key messages.

Crowne Plaza® Brand Orientation - Facilitation Guide 4

Planning Brand Orientation at your Crowne Plaza hotel

Organizing Equipment: Material:

Crowne Plaza® Brand Orientation - Facilitation Guide 5

Preparing for Brand Orientation

Here are some tips to help you prepare successfully:

• Make sure they have a Merlin ID.

• Help them find the course in MyLearning.

• Provide them with dedicated time to take brand orientation.

Crowne Plaza® Brand Orientation - Facilitation Guide 6

Film 1. Our Brand: Crowne Plaza® Hotels & Resorts

Do Show slide: Welcome to Crowne Plaza® Brand Orientation.

Say “Hello, I am xxxx (your name).”

“Welcome to Crowne Plaza® Brand Orientation.”

Do Show slide: What we’ll learn… and explain as follows.

Crowne Plaza® Brand Orientation - Facilitation Guide 8

Do Give a copy of the learning journal to your colleague(s).

Do Show slide: Learning journal and explain as follows.

Crowne Plaza® Brand Orientation - Facilitation Guide 9

Say “Take a moment now to look through your learning journal.”

Do Give the colleague(s) two minutes to look through the

Ask Do you have any questions before we start?

Do Play the first film.

Do Check and adjust room lighting as appropriate.

Film 1 debrief: (10 minutes) – depending on number of colleagues participating

“Then we’ll discuss what we learned.”

Crowne Plaza® Brand Orientation - Facilitation Guide 10

Film 1 debrief: (10 minutes) – depending on number of colleagues participating

Do Give your colleague(s) up to 5 minutes to answer the film 1

Do Show slide: Brand Orientation icons and discuss as follows.

Ask “John also introduced us to three important icons we will see

Key point to remember

Our Brand Promise

Our Service Style

Crowne Plaza® Brand Orientation - Facilitation Guide 11

Film 1 debrief: (10 minutes) – depending on number of colleagues participating

Answer: It means: Making everyone feel welcome and cared for,

Answer: The business traveler.

Answer: Over 30 years!

Answers: Growth of technology means people are able to work

“They are just focused on providing technology and efficient but