Four-star City Inn is being rebranded as Mint Hotel ahead of new properties opening in London and Amsterdam.
The chain’s second property in the capital is a 583-room hotel at the Tower of London opening on December 20.
The 553-room Amsterdam hotel – the group’s first venture overseas – is due to open in the spring.
The rebrand comes as company founders recognised that there was a “misperception” of the brand,
Research found that that the City Inn name did not do justice to the overall experience.
The research conducted by BDRC confirmed customers’ experiences of the hotels as being ‘stylish, modern, contemporary, good value and upmarket’, contrasting with a more general market perception of the brand name which did not convey the quality of the offer.
Services and amenities and the hotel and location are the most important factors when considering why to book, followed by online ratings and reviews, the study found.
Free high-speed internet and Wifi access in bedrooms and public areas was next.
Chief executive and co-founder David Orr said: “We are delighted to rebrand as Mint Hotel in Bristol, Glasgow, Birmingham, London (Westminster), Manchester and Leeds at the same time as unveiling our new properties at the Tower of London before Christmas and in Amsterdam in the spring.
“Mint Hotel gives us an instantly memorable identity to embrace the quality and modernity of what we do and reflects the brand’s sector-leading qualities paving the way for the growth of our business.
“Mint Hotel reflects our commitment to exceptional modern buildings, service culture and ethos. We believe it will resonate well with our current guests, reflecting our true position as a class leading, innovative and stylish city centre hotel brand.
“The hotel business has a full part to play in the economic and social fabric of our cities and we are delighted to be at the forefront of this with our new hotels and new brand.”
This is a community-moderated forum.
All post are the individual views of the respective commenter and are not the expressed views of Travel Weekly.
By posting your comments you agree to accept our Terms & Conditions.