STERLING Hotels and Resorts has significantly increased its European presence with the addition of 30 member hotels.
The expansion is part of an increase in its portfolio of 55 hotels which gives the company a total of 143 properties in 28 countries, including the US and Asia Pacific.
Sterling managing director Michael Ball said the company is “playing catch-up” in Europe, by aiming to “build up a European centre”.
“We are attempting to build brand awareness of Sterling in Europe and concentrating on two issues – making Sterling a household name, and building up a portfolio,” said Ball.
The announcement of the new members coincides with a relaunch of the company’s corporate identity – including a mini-directory to be presented at this year’s World Travel Market and a full-colour Hotel Members Directory, to be launched in January.
“We are aiming to boost Sterling Hotels’ reputation,” said Ball.
“The current identity had been around for eight or nine years and it didn’t reflect our style.
“We are now going for a cleaner, fresher, more contemporary approach.”