IHG Signs Franchise Agreement to Launch Crowne Plaza Multan in DHA Multan by 2028

IHG Hotels & Resorts to Launch Crowne Plaza Multan in Partnership with Serene Tower (PVT) Ltd.

IHG Hotels & Resorts has announced a franchise agreement with Serene Tower (PVT) Ltd. to introduce the Crowne Plaza brand in DHA Multan, Pakistan.
Scheduled to open in early 2028, Crowne Plaza Multan will mark the brand’s first entry into the historic city, reflecting IHG’s strategy to expand its footprint in emerging regional markets.

Strategic Location in DHA Multan

The upcoming Crowne Plaza Multan will be part of the Serene Tower development, strategically positioned along Bosan and Mattital Roads within the DHA Multan community — a premium residential and commercial hub featuring a PGA-approved golf course.

The 200-key property will cater to corporate travellers, MICE events, and leisure visitors, offering easy access to key destinations across Punjab’s business and educational corridors. The hotel’s design will integrate modern architecture with functional elegance, aligning with Crowne Plaza’s global reputation for business-ready comfort and premium experiences.

IHG’s Continued Regional Expansion

Haitham Mattar, Managing Director, IHG Hotels & Resorts – India, Middle East & Africa, emphasized that this signing underscores the group’s commitment to expanding its presence in strategic secondary cities across the region.

“We are delighted to bring the Crowne Plaza brand to Multan in collaboration with Serene Tower. This milestone strengthens our portfolio in Pakistan and reflects our confidence in the region’s growth potential,” Mattar stated.

Vision for Urban Development and Hospitality Growth

Tahir Nawaz, Chairman of the Nawaz Group of Companies — owners of Serene Tower PVT Ltd. — highlighted that the collaboration with IHG aligns with their broader goal of transforming Multan’s urban skyline.

“Partnering with IHG allows us to introduce world-class hospitality to Multan. The Crowne Plaza will not only elevate the city’s tourism and business appeal but also contribute to its evolving infrastructure and lifestyle landscape,” Nawaz said.

Contemporary Design and Premium Facilities

Upon completion, Crowne Plaza Multan will feature:

• 200 contemporary guest rooms and suites

• Signature all-day dining and specialty restaurants

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• Extensive meeting and event spaces ideal for corporate and social gatherings

• A modern fitness centre and swimming pool

• Premium business amenities designed for today’s global professionals

These offerings are tailored to serve corporate executives, conference delegates, and leisure guests, reinforcing Multan’s growing status as a business and lifestyle destination in southern Punjab.

Crowne Plaza’s Expanding Global Footprint

The signing further cements IHG’s position as a leader in upscale hospitality. Currently, Crowne Plaza Hotels & Resorts operates over 415 hotels worldwide, with nearly 150 properties in the development pipeline.

With the addition of Crowne Plaza Multan, IHG continues to strengthen its South Asia portfolio, building on its brand legacy in key Pakistani cities such as Karachi, Lahore, and Islamabad.

Conclusion: Elevating Multan’s Hospitality Landscape

The upcoming Crowne Plaza Multan represents a milestone collaboration between IHG and Serene Tower, poised to redefine business and leisure travel in the region.

As Multan evolves into a dynamic hub of commerce, education, and culture, this partnership underscores a shared commitment to delivering premium hospitality experiences while contributing to Pakistan’s broader tourism and economic development goals.