January 25, 2006

1983 2003 – 2004

Began as a line extension

Holiday Inn Crowne Plaza“me-too” on standards

Rapid growth years, due to nature of the

industry

1995 –

1997

Becomes simply Crowne Plaza

1993

More focus with The Place To Meet

and Sleep Advantage

Historically, we have not had a consistent or well differentiated strategy

A period of name changes and

positioning changes

Crowne Plaza puts their meetings expertise to work for

me

Expertise Support

Crowne Plaza makes it easy to achieve my goals

Productivity Success Ease

Crowne Plaza’s people understand and appreciate my

needs

Customer intimacy Sophisticated understanding

Supporting Pillars

For seasoned planners and business travelers,

Crowne Plaza makes memorable and productive meetings happen

With people, products and processes that are uniquely focused on enabling great meetings

The obligatory positioning statement

That changed in 2003 with a laser focus on the meetings segment

Ad-hoc Planner

Specialize in planning meetings for multiple internal, corporate clients

Typically work with one initiator to take care of the adminMeeting-planning is one of many roles

Outside contractors, typically working for commission, who plan the entire meeting from start to finish

Corporate Planner Independent Planner

Meeting Planner Universe

Specialize in site selection as well as guest room and meeting room procurement

Third Party Planner

Meeting Planners are our core target

Ad-hoc Planner

Specialize in planning meetings for multiple internal, corporate clients

Typically work with one initiator to take care of the adminMeeting-planning is one of many roles

Outside contractors, typically working for commission, who plan the entire meeting from start to finish

Corporate Planner Independent Planner

Meeting Planner Universe

Specialize in site selection as well as guest room and meeting room procurement

Third Party Planner

But the landscape is larger than just planners

Own the meeting objectives and big picture success/failure

Meeting Initiator

Ad-hoc Planner

Specialize in planning meetings for multiple internal, corporate clients

Typically work with one initiator to take care of the adminMeeting-planning is one of many roles

Outside contractors, typically working for commission, who plan the entire meeting from start to finish

Corporate Planner Independent Planner

Meeting Planner Universe

Specialize in site selection as well as guest room and meeting room procurement

Third Party Planner

But the landscape is larger than just planners

Own the meeting objectives and big picture success/failure

Meeting Initiator

“Relaxed Attendees”

Able to take a few days out from the routine and immerse themselves in the meeting

Stretched for time and eager to be productive in and out of the meetings

“Stretched Business Traveler”

Plans meetings is typically less than 50% of their job. Usually some level of administrative assistant, so less likely to belong to professional planning associations

Responsibility/ Career

Meeting Size/Type

Involvement

Meetings skew toward less complex, smaller and/or more localized, especially repeat meetings done annually, quarterly, etc.

Range of responsibilities from location research and coordination to attendee recruitment Initiator more closely involved than with other planner types:

Meetings are a break from usual job, but don’t have full responsibility for all decisions Initiator input is critical in selection of actual property

May or may not attend actual event

DonnaAge 53

Administrative Assistant Plans about seven meetings a year Five meetings are offsite, two-day sales meetings Uses a variety of mid-level hotels Relies heavily on phone contact and email Often goes back to “where she has been before”

Ad-hoc planners

Plan wide range of meetings from large scale events to local roundtable May do on-site meeting coordination as well

Responsibility/ Career

Meeting Size/Type

Involvement

Fully engaged: Scouts locations, is a key member of the property decision-making process along with Initiator, attends event, and conducts follow up surveys

Wears many ‘hats’ (e.g. travel coordinator, fundraiser, speaker arranger, marketer, expense manager) Long-term focus: Manage annual meeting budget, planning 1yr+ of events

In-house meeting coordinator for major corporations, law firms, academic institutions or associations Career planner with multiple years of experience at different organizations, well-entrenched in

planning associations and love what they do

MarshaAge 38

Corporate Director of Planning Came up through the ranks, used to be admin Plans about 20-30 meetings a year Uses all levels of hotels depending on need.

Knows all of the hotels in her area. Goes outside her city about 25% of the time.

Full time corporate planners

Responsibility/ Career

Meeting Size/Type

Involvement

Member of key planning associations – stays on pulse of meeting market External meeting planner brought in to deliver expert planning guidance to large and small clients Career planner paid on commission or flat fee, many with prior experience as in-house coordinator Sometimes hired by corporate planner to function as the specialist and own a portion of the process

Tend to do larger events, when a higher level of sophistication/skills is needed, from galas to multi-day conferences

Fully-engaged, similar to corporate planner Totally dedicated from scoping initial stages through to review of final bill, while likely simultaneously

planning another event

DanniAge 32

Independent Planner Used to work for DRS Corporation and got laid off – now

thriving on her own Plans about 50-60 meetings a year Typically uses high-end for “incentive” meetings and

events, or mid-range hotels for trainings and short conferences

Independent planners

Responsibility/ Career

Meeting Size/Type

Involvement

Extremely knowledgeable about the group meetings market Member of key planning associations – stays on pulse of meeting market Paid on commission Clients include Fortune 500 companies, professional associations, and government agencies

Tend to do larger events, and may offer on-sight meeting coordination

Limited engagement, once contract is handed off to client Understands that client makes final decisions pertaining to specific meeting details

Steve

Age 45

Independent contractor Used to work on property at large convention hotels Plans about 60-80 meetings a year Typically negotiates all details of RFP with hotel, and then

hands off final proposal to client

Third party planners

Meeting Initiator

Individuals that ‘own’ the meeting Primary focus is to achieve ‘big picture success

Relaxed Attendee Able to take a few days out from the routine and immerse themselves in the meeting experience

Head of Sales Initiates about 8 meetings a year Needs to keep sales team informed and motivated Very focused on the corporate image and taking care of VIPs

and speakers Typically plans an incentive meeting

Joe: Age 51

Government employee working for the Department of Transportation

Attends about four to six meetings per year

Mary: Age 35

The attendees

Stretched for time and eager to be productive in and out of the meetingStretched Traveler

Ray: Age 55

CPA with a well-known company Attends regional meetings hosted by region director

and national conferences with entire personal accountant base

The attendees

We provide an industry leading experience for meeting planners

2-Hour Response Guarantee

Crowne Meetings Director

Daily Meeting Debrief

Reinforced by extensive hotel level training and measurement tools

• Engage Training in 2003

• MSTS in 2003

• Re-engage Training in 2004

• CMD Boot Camp ongoing

• Internal Branding and

CROWNE-ometer in 2005

• Planners– Loyalty/Points program (in development)

– Business center capabilities in planner suites

– Improved meeting planner Web portal and tools

• Attendees– Improved comfortable meeting room chairs (in development)

– Enhanced meeting room lighting– Enhanced bathroom features (in development)

Future innovations will continue to focus on our meetings audience