The fastest growing chain in the U.S. isn’t planning to sit idly by during this industry and economic slowdown. Crowne Plaza, ranked No. 1 in Lodging Hospitality’s top growth chains last year, is in the midst of testing several programs and design initiatives that could help reshape the look and feel of the upscale business-traveler friendly brand.

“We need to have something for when things start to improve,” said David Anderson, the London-based brand leader, at InterContinental Hotels Group’s annual conference in November. “We need continued improvement to make sure the brand stays relevant—to make sure Crowne Plaza is different and better.”

The new concept is based on the idea that business travelers “don’t stop being themselves when they travel on business,” Anderson explains. “They’re looking for enjoyment, something rewarding…dare I say something a little bit fun.”

Franchised hotels in Tysons Corner, VA and Atlanta have been the pilot programs for the new initiatives. The changes start at the front door with a “guest director,” who greets guests and “puts the hospitable back in hospitality,” Anderson says. The guest director will assist with check-in at a new kiosk, direct the guest to the reception desk or answer any other questions.

Looking to capitalize on its reputation as a meeting place, Crowne Plaza is also testing its “Connect Lounge,” which is about not only connectivity, but also “real furniture designed for small and informal lobby meetings,” Anderson explains. A large plasma-screen TV connects to a table and is available for up to four laptops to plug into for shared presentation capabilities. “Local businesses (in Tysons Corner and Atlanta) are actually booking this space and the hotels are charging,” Anderson says. “It’s public space, but designed to facilitate meetings.”

Another piece to the new lobby is “The Mix,” a zoned media space with a big-screen TV, Nintendo Wii and comfortable furniture and functional lighting perfect for relaxing with a book. “It’s not just for a hotel to create guest satisfaction, but also a larger up-sell opportunity with food and beverage,” Anderson says.

In addition to its recent Sleep Advantage Program in the guestroom, Crowne Plaza is also looking to change its in-room dining approach. A redesigned menu will offer lighter and easier to eat items. Gone are the traditional big silver carts, full-size ketchup bottles and standard serving materials. “In-room dining hasn’t changed at all in the hotel industry,” Anderson says. “The very reason someone hasn’t gone to the restaurant means that’s not the experience they want. Let’s try and think about why they want food in the room. Let’s have a menu based around your needs….Say you’re working late, you may want items that won’t sit heavy in your stomach or grease up your fingers.

“The whole menu is designed around that and it doesn’t stop there. We’ve taken that philosophy to the serving pieces, with a patent pending in the U.S. on some of these almost modular serving dishes, used depending on what type of food you order, rather than getting that big white plate regardless.”

The traditional meeting room spaces are also getting a makeover. The new “Ideation Room” is designed to help stimulate creativity with flexible and functional furniture and space design. An interactive light board allows for an on-screen presentation and the facilitator can write on the screen with different colored pens. An ideas bag offers “a little collection of inspirational tool kits you can use to get meetings alive,” Anderson says. “Owners are loving this. It’s something they can sell as different. Rather than saying to a client how do you want your furniture laid out, you can ask them what they’re trying to accomplish.”

A significant service initiative “delivering the right level of interaction with the guest” is being tested, too, Anderson says. “Guests are looking for upbeat, personable service from what has been a traditionally corporate meeting brand.”

Anderson and IHG are in the midst of gathering operational feedback from the two pilot locations and then will study guest feedback and potential return on investment before creating a more extensive test program. “(This year) will be a testing period, refining and making sure it’s right for market, and then going to the owners for endorsement and to introduce the winning combinations for 2011,” Anderson says.

Some, all or none of the initiatives could eventually debut, but it is not an all-or-nothing proposition. Anderson says the new components were designed to be modular and adaptable to almost any size space. He also made clear that this is not and will not be a relaunch like with Holiday Inn. “Crowne Plaza doesn’t require a relaunch,” Anderson says. “We’ve got an extraordinary bit of momentum behind Crowne Plaza, it’s truly a global brand. It’s more about saying Crowne Plaza is in great shape and about the growth of this brand. This is what brand management is about. Brands that are going to win tomorrow have to keep investing in their futures.”