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ELGIN, IL-After five years of flying under the Crowne Plaza flag, the eight-story, 243-room hotel on Illinois 31 north of the Northwest Tollway interchange has become the Holiday Inn Hotel & Suites Chicago Northwest. Owners of the five-year-old property hope to capitalize on the Holiday Inn brand name.

“The Holiday Inn brand is both highly recognizable and reputable in the Midwest,” says The Great Lakes Companies Inc. SVP of sales and marketing Eric Lund. “We are confident that the new name will increase the hotel’s exposure to the business and leisure traveler.”

The property includes conference space, a Bennigan’s Grill & Tavern, exercise and fitness center with indoor pool as well as high-speed Internet to guest rooms.

The new name was launched along with 500 Holiday Inn balloons at the hotel’s fifth anniversary celebration.

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