Matt Millington, Method
Sector: Tourism & Hospitality
Our brief: Crowne Plaza® is on a mission to bring humanity back to business travel. The brief was how could 100%Open work with Crowne Plaza to best support its internal staff and external creative agencies, by putting them at the centre of that mission and encouraging innovation that makes travel really work for the modern business traveller.
What we did: Throughout 2017, 100%Open worked with InterContinental Hotels Group (IHG®) to foster a community of co-creation, by embracing communities both offline and online. By promoting a new culture of innovation, we empowered managers and those on the frontline of service delivery, encouraging ideas to flow from the bottom up, rather than top down.
With the online Innovate crowdsourcing community, we generated new services, products and ideas that will delight Crowne Plaza guests and grow their business.
The Innovate CoLabs workshops and events championed Crowne Plaza’s network by gathering great minds from inside and outside IHG to share best practice, and to unearth opportunities for collaboration with agency partners.
What happened: We’ve taken over 100 ideas from the online community and whittled them down to just five. These have helped inform enhancements to the Crowne Plaza guest experience here in Europe. Our communities have collaboratively pushed, pulled, tweaked and refined them, online and offline, to ensure they stand up. Buoyed by these brilliant, crowd-sourced ideas, Crowne Plaza is embracing innovation like never before. On the back of this programme, owner engagement has risen and helped to inspire a culture of innovation, to bring humanity back to business travel.