The properties, managed by Valor Hospitality Europe, are based in Stratford-upon-Avon (pictured, post-refurb), Harrogate, Solihull and Plymouth.
The current staff from the Holiday Inn properties will be staying on under the new Crowne Plaza brand.
The Stratford-upon-Avon venue is set for re-launch as a Crowne Plaza this month, while work on Solihull is expected to be complete by the end of November. Plymouth and Harrogate are set to re-open in early 2017, with Plymouth in particular receiving a new restaurant, on its penthouse floor.
Each of the hotels will feature the group’s ‘fast and fresh’ menus, as well as ‘energy stations’, which offer guests local running, walking and cycling routes to help visitors maintain their fitness routines while away from home.
The hotels’ conference and meeting facilities will also be improved as part of Crowne Plaza’s aim to emphasise these features under the brand.
Operational for 18 months in the UK, Valor Hospitality Europe operates a portfolio of 19 hotels across the country ‒ under brands including Hilton, IHG, and Marriott ‒ on behalf of investment subsidiary MCAP Global Finance.
Brian McCarthy, managing director of Valor Hospitality Europe, said: “We felt that bringing the Crowne Plaza brand to each of these four hotels would be the best way to enhance our offering to our customers in these regions. Once the rebrand is complete, the hotels will focus on connectivity, wellness and business needs to ensure we’re meeting the demands of customers in these locations.”