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Crowne Plaza Franchise Fees 2024: Royalty, Marketing and Initial Fee
Crowne Plaza is an upscale brand from IHG. Here is what it charges to join and to stay in the system, where the numbers come from, and how they compare with similar brands.
Crowne Plaza fees at a glance
| Initial fee | $500 per room, minimum $75,000 |
|---|---|
| Royalty | 5% |
| Marketing or program fee | 3% (Services Contribution) |
| Royalty plus marketing | 8% of rooms revenue |
| Franchisor | IHG |
| Segment | Upscale |
| Disclosure year | 2024 |
Note: Amended 2024 FDD (issued March 28, 2024, amended June 28, 2024) on file with the Minnesota Department of Commerce; IHG has not filed a newer FDD there. Also a loyalty program contribution on member stays.
Source: Read in Crowne Plaza’s 2024 Franchise Disclosure Document (FDD). Source 1
How Crowne Plaza compares
Crowne Plaza’s royalty and marketing fees add up to 8% of rooms revenue. That is below the 8.7% average for the 11 upscale brands in our table with a comparable headline figure, the lowest of the 11.
| Upscale brand | Franchisor | Royalty | Marketing | Headline |
|---|---|---|---|---|
| voco | IHG | 5% | 3.5% (Sales and Marketing Services Contribution) | 8.5% |
| EVEN Hotels | IHG | 5% | 3.5% (Sales and Marketing Services Contribution) | 8.5% |
| Hyatt Place | Hyatt | 5% | 3.5% (Commercial Services Fee) | 8.5% |
| Sonesta Hotels, Resorts & Cruises | Sonesta | 5% of GRR | 3.5% of GRR | 8.5% |
| The Royal Sonesta | Sonesta | 5% of GRR | 3.5% of GRR | 8.5% |
| Sonesta Select | Sonesta | 5% | 3.5% (Brand Promotion Fee; can rise to 4.5%) | 8.5% |
| DoubleTree by Hilton | Hilton | 5% | 4% | 9% |
| Cambria Hotels | Choice Hotels | 6% | 3% (Marketing and Reservation Fee) | 9% |
| Radisson | Choice Hotels | 6% | 3% (Marketing and Reservation Fee) | 9% |
| Hilton Garden Inn | Hilton | 5.5% | 4% | 9.5% |
What the headline number leaves out
Royalty and marketing are only the start. Most brands also charge for reservations and distribution, loyalty-program assessments on member stays, required technology and property-management systems, training and quality assurance. Brands also negotiate: ramp-up royalty discounts, key money and conversion incentives are common. Ask IHG for its estimate of total fees as a share of rooms revenue, and read Items 5 and 6 of the current FDD before you sign. Our analysis of what owners really pay a brand puts the typical all-in bill at 10% to 13% of rooms revenue.
Other IHG brands
Holiday Inn Express · Holiday Inn · Candlewood Suites · Staybridge Suites · Atwell Suites · Garner · voco · Hotel Indigo · EVEN Hotels · Kimpton · InterContinental · Vignette Collection · Noted Collection · avid hotels
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The Hotelier Times is a publisher, not a franchise adviser. Fees change; confirm every figure in the brand’s current Franchise Disclosure Document. Spot an error? Email nathan@hoteliertimes.com.