Choice Hotels unveils new brand identity in Asia-Pacific

Choice Hotels unveils new brand identity in Asia-Pacific

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.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]