InterContinental Hotels Group is to take up the duty of managing marketing and sales for the recently renovated The Rosebank hotel in Johannesburg.
Hospitality Property Fund (HPF) through the Hospitality Hotel Management Company, which manages The Rosebank, has entered into a franchise agreement with IHG that will see the hotel being branded as a Crowne Plaza. The hotel was rebranded on May 7 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 brand’s stringent standards.
HPF Deputy CEO, Andrew Rogers, says 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.
Some of the benefits of the agreement include the advanced global reservations technology system. It allows the property to attract a global audience and capitalise on conference business through the brand’s ‘Meeting for success’ conference platform and the offer of Best Available Rates through the IHG website.
This does, however, signal the end of a sales and marketing agreement signed between Protea Hotels and HPF. However HPF has stated that its remaining franchise and management agreements with the Protea group remain in place.
