When asked to picture the typical business traveller, a familiar stereotype probably springs to mind. A middle-aged male? Someone who�s climbed the corporate ladder and now has a million air miles and not much else to show for his trouble? A man who is tired of being away from his family, wishing away his trip so he can get back to them? A weary nomad who�s seen the inside of so many hotel rooms, he can�t tell one from the other? If this is the image you see, you�re certainly not alone, and it�s business travellers such as these which have been the bread and butter of business-orientated hotels for so long.

But times are changing and in the Middle East, a new breed of younger business traveller is becoming apparent. They are more status-conscious and more enthusiastic about their business trips, with requirements and expectations which are encouraging the hotel industry to sit up and take notice. This group are difficult to define, because, by their very nature, they seem to fight against being stereotyped and are proud of their individuality. However, recent research conducted by InterContinental Hotels Group on behalf of Crowne Plaza Hotels, reveals just how much the profile of the typical corporate traveller is changing. They are now younger (40% fall in the 25-40 age bracket) with high standards and more discerning tastes which they expect to be met by the business-focused hotels they choose, no matter how many times they�ve travelled before.

And choice is key. For these individuals a generic, �grey� business hotel, booked at random by an assistant, just will not do: they want to evaluate and select their own hotel, as it will be a reflection on them, their company and the way they do business, as much as their choice of car, or clothes or mobile phone. This group enjoy life�s pleasures and see no reason why pleasure has to stop just because they�re away on business. Ambitious, yet unpretentious, they are still conscious of what they�re spending and appreciate good value for money.

So why is the Middle East, in particular, seeing such an influx of these young, dynamic business executives? The region�s burgeoning reputation as a thriving business hub is one reason. It attracts business people with a sense of adventure, keen to make something from a hitherto untapped market. But much of it is home-grown. Statistics suggest that in most Middle Eastern countries, more than half the population is under twenty, demographics which are producing a very young labour force. In addition, particularly from the oil-rich countries of the Gulf, a set of young, skilled people with high levels of personal wealth is emerging. The entrepreneurial spirit which they embody seems to encapsulate this new type of business traveller: whether or not they work for themselves, each guest wants to work and play on their own terms with facilities and service which recognise and fulfil their individual needs.

These guests are putting out a challenge to the Middle East�s hotel industry: meet our needs or lose our business. And when it comes to rising to that challenge, Crowne Plaza is leading the way. In fact, the research conducted by Crowne Plaza showed that for the majority of its business guests, the hotel was not, in fact, the business venue, but was instead chosen as the location from which they could �get it done� outside the office, entertain their clients and enjoy their leisure time. The reasons why Crowne Plaza enjoys this custom are clear.

Vital for this type of executive is the need to be close to the action, whether it�s for business or pleasure, or both. Crowne Plaza hotels across the Middle East are strategically located to provide guests with easy access to both business and leisure districts.

The fast pace of these high-fliers� business lifestyle demands the best in technology to ensure that they�re never out of touch. Crowne Plaza does not disappoint. All Crowne Plaza properties in Oman, Bahrain, UAE, Jordan, Lebanon and Saudi Arabia have high speed broadband internet access in every room. In addition, several hotels in this region also offer �plug and play� facilities as well as power pools to charge laptops. Video conferencing is available in all UAE properties, while Virtual Private Network access and interactive TV are becoming more common. Wi-fi connections in meeting and conference rooms are already established or are included in immediate expansion plans. The importance of these hi-tech developments is evident: Crowne Plaza Amman has attributed a 12% increase in corporate guests from the local market to its introduction of universal high speed internet access.

For these individuals, their room is their sanctuary. Whether they want to work or relax, they can do either in Crowne Plaza�s rooms, designed especially with the needs of the business traveller in mind. The recently-opened �Club Floor� of the Crowne Plaza Muscat offers larger-sized double and twin rooms equipped with luxurious amenities such as higher quality bedding and in-room espresso machines, attention to detail which has been a determining factor in making Crowne Plaza the preferred business hotel in Oman.

The new breed of corporate guest generally works as hard at staying fit as he does at doing business. Exercise is a great outlet for the stress of a difficult day, and it goes without saying that these men and women expect the highest quality leisure and fitness amenities. When it opens in Summer 2007, Crowne Plaza�s latest addition to its stable, Crowne Plaza Dubai Festival City, will offer guests a fully equipped gymnasium complete with sauna and steam rooms, plus a temperature-controlled 25-metre outdoor swimming pool, as well as several outdoor spa pools.

When it comes to dining, these executives demand excellence as standard. Entertaining clients is a key part of their job and Crowne Plaza understands that there�s no better way to make a good impression. Every Crowne Plaza hotel across the Middle East offers a range of options from formal to more casual fare, allowing guests to make a choice that suits their purpose. One guest interviewed by Crowne Plaza Dubai entertains around 300 people each year at its dining outlets, so confident is he in their quality of food and service.

The same goes for entertainment. It�s unlikely to be lights out at ten for this group, and whether a quiet drink or dancing to all hours is the order of the day (or night), Crowne Plaza hotels have something to suit all tastes.

Individuality drives these business people, and Crowne Plaza recognises their need to be treated as individuals, with unique needs and requirements. One size does not fit all. Personal, friendly service is a trademark of the Crowne Plaza brand and one of the many reasons that today�s up-and-coming executives choose to stay at one of their properties whenever they�re visiting the Middle East.

Above all, these business travellers require outstanding facilities and service at competitive rates. They know that Crowne Plaza hotels across the region can fulfil their requirements and exceed their expectations without breaking the bank.

So, as this new generation of business traveller begins to make its mark in the Middle East, hotels across the region must anticipate their arrival now and adapt their services accordingly. Crowne Plaza is ahead of the game: in the words of one 35-year-old, who has been visiting the Crowne Plaza Dubai on business for 11 years: �The main reasons I stay here are the comfort, the cleanliness and the people. I travel alone so people are very important to me. There are many things I love about this hotel, but my passion for it comes from the people who know me, serve me and look after me and guests.�

ENDS

Notes to Editors: InterContinental Hotels Group PLC (IHG) of the United Kingdom [LON:IHG, NYSE:IHG (ADRs)] is the world's largest hotel group by number of rooms. IHG owns, manages, leases or franchises, through various subsidiaries, over 3,700 hotels and more than 558,000 guest rooms in nearly 100 countries and territories around the world. IHG owns a portfolio of well recognised and respected hotel brands, including InterContinental� Hotels & Resorts, Crowne Plaza� Hotels & Resorts, Holiday Inn� Hotels and Resorts, Holiday Inn Express�, Staybridge Suites�, Candlewood Suites� and Hotel Indigo�, and also manages the world's largest hotel loyalty programme, Priority Club� Rewards, with over 31 million members worldwide.

The company pioneered the travel industry�s first collaborative response to environmental issues as founder of the International Hotels and Environment Initiative (IHEI). The IHEI formed the foundations of the Tourism Partnership launched by the International Business Leaders Forum in 2004, of which IHG is still a member today. The environment and local communities remain at the heart of IHG�s global corporate responsibility focus. IHG offers information and online reservations for all its hotel brands at www.ihg.com and information for the Priority Club Rewards programme at www.priorityclub.com.

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