Report by Lydia
Wilson
SUMMIT Hotels and
Resorts has revampted its corporate image to help distinguish its luxury hotels
as fresher and more stylish than the competition.
The rebrand, which
changes the company’s logo from a gold crest on a green background to curving
platinum ‘S’ on deep purple, has been designed to make more of an impact both
off- and on-line. A new version of Summit’s Web site – with more efficient
navigation tools and features including an on-line concierge – will launch on
March 1.
The company, which
operates reservations, sales and marketing and other common services for
160 independently-owned hotels and
resorts around the world, is also aiming to use a bigger brand to protect the
company’s portfolio from aggressive expansion of multi-national chains.
Summit managing
director Geoff Andrew said: “The independent hotel sector needs strong brands
to distinguish itself from the mass market of chain hotels if independents are
to survive the continuous pressure of chain acquisition and franchise growth.”