The Park Hotels, a unit of Apeejay Surrendra Park Hotels (ASPH), has launched a new brand identity for the company with promise of a refreshed brand and distinct lifestyle experiences across its network of hotels in India. The Park currently boasts of a portfolio of 12 owned and managed properties including hotels, resorts and backwater cruises. The new brand logo with a tag line ‘Anything But Ordinary’ promises to reinvent hotel guest experiences, dining model and add a dash of difference, style and glamour in its services.
Shedding light on the new brand launch in order to define business models while managing the new brand positioning, Priya Paul, Chairperson, ASPH said, “Our concern has always been to make Park Hotels a distinctive hotel brand and stand out in the market place. We have looked at establishing ‘leadership through differentiation’ in the markets we operate. And ‘design’ has been our key differentiator. As we grew over the years, I felt that now is the time to communicate the strength of our brand in a more coherent manner and that we must reinforce about who we are and hence started working on this new brand identity.”
Vijay Diwan, Managing Director, ASPH pointed that the needs of the customer are changing. Earlier guests used hotels only to come and sleep but now the customers want to socialise, network and party. He stressed that the new and reinvigorated brand identity will help in building customer loyalty, cater to the imagination of new age business traveller as well as help the hotel chain get a premium on rates and even better occupancy.
Paul also informed that the hotel chain has lined up several new campaigns and advertisements in order to help boost awareness of the new refreshed brand and create a distinctive image for The Park properties.
