IHG® Signs With Angora Birikim A.S. for New Crowne Plaza for Ankara, Turkey

United Kingdom, Denham. August 22, 2019

IHG® (InterContinental Hotels Group), one of the world's leading hotel companies, is continuing to expand its footprint across Turkey with the signing of Crowne Plaza Ankara. The hotel is planned to open in 2022 and is signed under a franchise agreement with first-time IHG partner Angora Birikim A.S.

Crowne Plaza® Ankara will be located right at the heart of the fast-growing Yenimahalle metropolitan district in Turkey's capital Ankara. Set on Fatih Sultan Mehmet Boulevard, one of the most important arterial roads in Ankara, the modern 4-star upscale hotel will be within walking distance of popular Gimart Outlet and Wonderland Eurasia theme park, and in close proximity to the Presidential Palace. The property will feature 189 guest rooms.

Eric Viale, Managing Director Southern Europe, IHG, commented: "Turkey is a popular European leisure destination with approximately 40 million tourist arrivals in 2018. Especially in the city of Ankara, as the countries capital and second largest economy, we see a lot of opportunity for our Crowne Plaza® brand that is catering to business and leisure travellers alike. We are thrilled to partner with our new partner Angora Birikim to bring Crowne Plaza® Ankara to the city. This signing underscores the significant momentum that the brand experiences in Europe and beyond, and it also shows that our owners and partners recognize the enormous potential of the Crowne Plaza® brand."

Mr. Yilmaz Kayaaslan, President of Angora Birikim, said: "We are very proud to be partnering with IHG, one of the world's most renowned hotel groups. We strongly believe that a globally well-known brand with a unique brand proposition such as Crowne Plaza® will be a great fit for the city of Ankara and a perfect addition to the thriving Yenimahalle metropolitan district. Together with IHG, we are hoping to elevate the hotel industry in the region and are looking forward to expand our new partnership in the future."

Next to Holiday Inn®, the Crowne Plaza® brand is one of the most popular IHG brands among owners in Turkey, making up a third of IHG's total estate in the market. As one of the world's largest upscale hotel brands with close to 430 properties worldwide, Crowne Plaza® is revolutionizing business and leisure travel alike and is specially designed for the modern business traveller. For owners, the brand offers the ability to drive higher returns by delivering exceptional business-class stays and leveraging IHG's powerful systems, including best-in-class revenue management and technology capabilities and IHG® Rewards Club, one of the world's largest hotel loyalty programmes.

IHG currently has 28 hotels open in Turkey across the brands Six Senses, InterContinental, Crowne Plaza, Holiday Inn and Holiday Inn Express. An additional 6 hotels are in the development pipeline.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.