Hotels

Choice Hotels unveils new brand identity in Asia-Pacific

Gabriella Warden

Choice Hotels Asia-Pac today announced a new direction to re-position the Choice Hotels brand in the Asia-Pacific region.

This new direction comes off the back of the global rebrand launched by Choice Hotel International, Inc. earlier this year, which focuses on ensuring that guests and franchises are always made to feel welcome, wanted and respected.

The rebranding allows the company to differentiate itself from the rest of the market with an environment that encourages people to connect with each other more frequently and easily.

Choice Hotels Asia-Pac ceo, Trent Fraser revealed that the new direction would focus on encouraging more face-to-face connections.

“For our business guests our brand is about people pressing palms instead of always pressing send,” he said.

The company’s general manager of marketing, Matt Taylor, explained how the new tag line, “You Always Have a Choice,” along with a new visual identity, represents the philosophy behind the new brand.

“What we’ve realised is that people don’t just travel to visit a destination, they travel to connect with other people.”

The rebranding of Choice Hotels Asia-Pac, formerly Choice Hotels Australasia, is a move to better reflect the scope of the franchise in the region by acknowledging the increasing influence of Asian travellers on the market, as well as appealing to a changing consumer profile.

“The new face of our customers – the Millennials, will strongly connect with this new brand,” noted Fraser.

The launch of the new brand will be supported by an integrated marketing approach, with the company launching a series of new TVCs and online videos, new strategic partnerships, and a focus on digital and social media.

Choice Hotels Asia-Pac CEO, Trent Fraser, and General Manager of Marketing, Matt Taylor, at the launch of Choice Hotels Asia-Pac's new brand direction
Choice Hotels Asia-Pac CEO Trent Fraser, and General Manager of Marketing Matt Taylor, at the launch of Choice Hotels Asia-Pac’s new brand direction

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