Major Hotel Chains Rebrand During Downturn

Many international hotel chains are rebranding during the slack slowdown in business, according to senior hotel executives.  Renaissance Hotels and Resorts, a Marriott’s business, is now promoting itself as a “global lifestyle brand, giving their business guests the added option of experiencing the neighborhood and culture.  Senior vice president for Renaissance operations lifestyle brands said guests are attracted to the Renaissance brand because they want to experience something different with each stay. 

Tina Edmundson explained. “Our guests are current and in-the-know.  They are passionate about travel, architecture, and history, and they want a hotel experience that allows them to get the most from their trip.”  Hilton Worldwide (previously Hilton Hotels Corporation) recently announced their new corporate name and logo.   The company has 10 brands consisting of 3,300 hotels in 77 countries around the world. They plan to open 300 more hotels this year.

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