Several hotel firms have stopped offering porn films on demand. Photo / Thinkstock

The world's largest hotel company, which owns the Crowne Plaza, Holiday Inn and InterContinental brands, has banned on-demand porn movies at all its properties.

InterContinental Hotels Group (IHG) is the latest company to cease offering the service due to pressure from anti-pornography groups, following the lead of other top hotel chains.

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Hyatt Hotels announced last year that it would no longer offer on-demand pornographic movies in hotel rooms, while Marriott Hotels scrapped the service in 2011.

Hilton also announced in 2015 that it would phase out adult entertainment from July this year.

While the UK-based IHG already had a standard asking franchisees not to offer pornographic videos, it was not followed at every hotel.

Under its new policy, the standard would be strictly enforced and hotels that continued to offer adult films would face "strict penalities", a spokesman for IHG told Breitbart News.

He added that the company has a commitment to "a range of initiatives designed to safeguard human dignity - from supply chain protocols and human rights to sexual exploitation."

IHG owns 4900 properties in 100 countries around the world, with a total of 727,000 rooms that will no longer offer adult entertainment.

The company's New Zealand hotels include InterContinental Wellington and the Crowne Plazas in Auckland and Queenstown.

In a press statement, Family First NZ described the move as a "significant cultural shift which is well overdue".

- nzherald.co.nz