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Crowne Plaza Sleep Advantage satisfies 7 million guests in first year; plush bedding, guaranteed wake-up calls, sleep kits drive up guest satisfaction, fuel growth

ATLANTA, May 16 /PRNewswire-FirstCall/ — More than 7 million guests have experienced the industry-leading Crowne Plaza Hotels & Resorts Sleep Advantage program in the year since it launched. The program, which goes well beyond the bed to ensure that business travelers experience a good night’s sleep, has led both guests and franchisees to sleep better.

“I can tell you that when you stay at a Crowne Plaza, you will get a good night’s sleep,” said Doug McCabe, a Boston-area business traveler who, for the past three years, has spent some 50 percent of his work days on the road, many of them at Crowne Plaza’s Atlanta-Buckhead property. “A lot of hotels have great beds, but none of them gives the extra perks like Crowne Plaza. I particularly enjoy the sleep CD.”

Since the implementation of the Sleep Advantage in May 2004, Crowne Plaza’s Guest Satisfaction Tracking Survey has measured a nearly 10.5 percent increase in bed/pillow scores. Guests also rave about the Guaranteed Wake-Up Call and other products and services that Crowne Plaza offers to promote great sleep.

“The brand took on a lot of responsibility when we launched the Sleep Advantage,” said Kevin Kowalski, vice president, brand management, Crowne Plaza Hotels & Resorts. “At each of our hotels, we changed the bedding, upgraded the sleep environments and began ensuring that every single wake-up call was made on time. But it’s paid off, as evidenced by the guest- satisfaction scores and the growth we’re experiencing.”

The Sleep Advantage program encompasses the entire sleep experience, from training staff on how to create and maintain a restful environment to providing innovative products and services. Beyond the guaranteed wake-up calls, the program includes designated quiet zones, sleep CDs, nightlights, drape clips and a sleep kit that includes an eye mask, earplugs and lavender spray. In addition, Crowne Plaza introduced a plush bedding collection featuring duvet covers, down pillows, cotton blankets and 200-thread-count sheets.

The Sleep Advantage elements are designed to work together to create an environment conducive to consistent, sound sleep. Crowne Plaza spent more than a year developing the program, working closely with Michael Breus, Ph.D., one of the nation’s foremost sleep-disorder experts and the “sleep doctor” for WebMD.

Following that year of study and research, Crowne Plaza brought the program to market in rapid fashion, rolling it out to all 113 of its North American properties – more than 32,000 rooms in all – in less than 100 days.

Kowalski attributed the feat to the hotel brand’s strong relationship with franchisees. Since the program launched, the franchisee community has embraced the program as not only a way to build loyalty among guests, but as a strategic business objective to facilitate growth.

“The program has been a great success with guests, who are seeing the benefits of getting a good night’s sleep, and with franchisees, who are looking at converting or building new Crowne Plaza hotels to strengthen their portfolios,” said Kowalski. “We currently have 18 Crowne Plaza hotels in the development pipeline in the Americas region.”

In addition to marking the one-year anniversary of the Sleep Advantage, May is Better Sleep Month, as designated by the Better Sleep Council.

Crowne Plaza Crowne Plaza Hotels & Resorts, “The Place To Meet,” is the ideal upscale hotel choice for small- to medium-sized business meetings. Crowne Plaza provides personalized service and one point of contact for hassle-free, successful meetings. In addition to superior meetings offerings, Crowne Plaza hotels provide quality fitness facilities, exceptional room accommodations and upscale dining. With more than 200 hotels and 60,000 guest rooms in 49 countries, Crowne Plaza hotels are located in major urban centers, gateway cities and resort destinations worldwide. For reservations, call 1- 800-2-CROWNE or go to . For meetings, call 1-800-MEETING.

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