Quest has launched a mammoth rebrand today, tailoring its services for the new generation of travellers, including the lucrative corporate market.
The franchise has emerged from its cocoon no longer Quest Serviced Apartments, instead morphing into Quest Apartment Hotels, complete with a modernised logo and fresh building signage.
The $10 million announcement was made this morning to a crowd of 300 delegates at the company’s national franchisee conference, with the changes set to be rolled out across the network of over 150 properties in Australasia.
“Quest is unique to the accommodation industry in that every property is purpose-built to deliver a superior experience,” Quest’s ceo Zed Sanjana said.
“As guests have changed, so has our apartment design and aesthetic, providing flexible, open plan and intuitive living spaces, which reflect a premium lifestyle while enabling guests to be completely at ease.”
Along with the new logo and hotel signage, Quest Apartment Hotels is rolling out stylish new uniforms and a raised standard of hotel design and fit out in a commitment to keeping the brand ahead of the pack.
The business traveller is a key focus for the company, with the accommodation style angled at giving corporate travellers a home away from home.
Supporting the revamp will be a national multi-channel consumer advertising campaign focused on the frequent business traveller.
“Market leadership is about continuous evolution; it is vital we lead the industry in meeting the needs of tomorrow’s business travellers,” Sanjana added.
“We are modernising and future-proofing the brand, continuing to speak directly with our guests to ensure we understand their needs in terms of location, product and experience, and adapt accordingly.”
Quest has seen six refurbishments completed in the past 12 months and there are another six scheduled for the coming year, with the latest franchise to open the brand new Quest Toowoomba, opened in July. 14 new locations are also scheduled to open over the next year.
On top of that, Quest has de-branded a number of properties that no longer met the standards of the company.
Quest properties are also becoming larger, with CBD locations now boasting 100 rooms or more, and regional properties around 80 rooms. A third of Quest apartments are now studios, providing the flexibility of a hotel-like stay, with the added benefits of Quest’s service offerings.
The rollout of the new brand is expected to be completed by March 2016.