New Name and Logo for SRS-WORLDHOTELS

After a long history as SRS-WORLDHOTELS (Steigenberger Reservations Service WORLDHOTELS), the company unveiled its new name and brand identity – ‘WORLDHOTELS’ at its recent Annual Conference held in Hong Kong last week.

Almost 300 participants, representing over 300 or nearly 70% of the WORLDHOTELS portfolio of almost 500 hotels worldwide, took part in the conference, making it the company’s largest ever.

Chief Executive Officer Michael J Ball announced the company’s new identity and its impressive results last year. He also expressed his sadness at the effects of the South Asian tsunami which he said had been a tragic end to an otherwise very positive year for the industry.

“2004 was a year that, until the tragedy in December, was not dominated by global bad news stories. As a result, both leisure and business travellers’ confidence returned and demand and supply came broadly into equilibrium after the chaotic years of 2002 and 2003,” he said.

WORLDHOTELS announced an 18% growth in total room nights generated to 1.4 million, the highest in the company’s history, and higher than the already very ambitious target of 14% growth which the company set for itself at last year’s conference in Portugal.

Total generated room revenue increased a staggering 26%, to US$241 million, which was helped by a $10 increase in average achieved room rate. This makes an incredible 42% growth in total room venue over the past two years.

Average revenue per hotel grew by 20%, up from 12% growth in 2003.

WORLDHOTELS also announced its intention to introduce later in the year a clear, transparent, robust and independent quality audit or accreditation programme for all its member hotels, to ensure the quality standards that are part of the WORLDHOTELS brand promise are maintained.

The highlight of the conference however was the unveiling of the company’s new name and new look.

Commenting on the company’s rebranding, Michael Ball said, “We are announcing our new brand name at a time when we are striving ahead with our plans and growing the business at a much faster rate than we have done in recent years.”

“The dramatic changes to the industry due to enhanced technologies have undoubtedly contributed to our success. Part of our ongoing expansion globally has been our increased presence on the internet, which has brought with it access to new markets. We need to remain flexible to help pave the way for our future challenges, and within our strategy our new brand identity reflects our clearer market positioning.”

Nicole Bernthaler, Chief Marketing Officer, WORLDHOTELS commented, “Our new brand identity and our independence will help us continue to grow in all areas of our business. In the past 35 years we have increased our services and portfolio considerably and we are now providing service to many individual hotels and regional hotel groups around the globe. We felt it was time to launch a brand identity that reflected not only our increased global presence, but also provided a vehicle to communicate our core values of excellence, reliability and openness. Our strap line, ‘Inviting Choices’, encapsulates what we offer – a variety of choices for our members, bookers and travellers through our extensive range of products and services.”

The current portfolio features nearly 500 independent member hotels and resorts in over 250 destinations and 70 countries worldwide.

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