Summit Hotels rebrand bids to stave off competition

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.”