Sterling Hotels and Resorts is to reposition itself as a contemporary brand aimed at the younger business traveller due to the acquisition of 55 hotels.
The deal, completed earlier this year, has increased the group’s portfolio by nearly 50% from 100 to 144 world-wide. The biggest impact has been in Europe where the number has grown from six in just London and Madrid to 36 in 25 destinations, 70%)of which are in city-centre locations.
Vice-president of sales and marketing Bruno Maini said:”We want to appeal to the uncomplicated business traveller in the 25-35 bracket who wants a modern approach to service as opposed to the more traditional style.”
Details such as the writing used on letter heads and on signs are being changed to reflect the more modern feel of the hotels. To support the relaunch the group has started a £100,000 communication programme involving press coverage, advertising and workshops. A UK workshop is being held in London to coincide with Business Travel 2000.
“The trade in general was not aware of Sterling in Europe. We are now in a position to present them with a clear product which will appeal to a defined target market,” said Maini.