IHG is updating its Crowne Plaze brand to target “new-school” business travelers in the market for clean, crisp and modern accomodations.

According to Crowne Plaza’s global brand portfolio leader, Janis Cannon, the brand is capitalizing on the “softer side of business” which she deems “relaxed formality.” She see’s demand going more towards a clean functionality rather than luxury for luxury’s sake, which is a relatively greenfield area in the segment.The first phase of the Crowne Plaza reboot is already underway in all brand hotels in the United States and Canada, and will spread to the rest of the brand’s American properties by early next year. It focuses on quality, service, sleep, meetings, brand identity and sustainable development initiative. The second phase focuses on guest arrival and check-in, the guestroom, F&B and fitness and recreation.Hotel closures are part of the update, 16 hotels having been removed during the first half of 2012. 25 more hotels are expected to follow over the next two to three years.