SilverNeedle will revamp its Country Comfort brand.
The upper midscale hotel brand is currently present in Australia and New Zealand, and at a press conference at ITB Asia in Singapore on Thursday, SilverNeedle unveiled plans to refresh the look and feel of Country Comfort, pitching it firmly at the corporate travel market.
“At SilverNeedle Hospitality, we are constantly seeking ways to innovate at all levels: for our guest the business traveller, we continually explore how to enhance their experience. That includes assessing how we can rejuvenate our offering so that we stay ahead of their evolving demands,” said Iqbal Jumabhoy, SilverNeedle’s managing director & group CEO.
“For hotel owners and franchisees, we look at ways to offer them brands and business models that best meet their needs.”
The new Country Comfort brand will remain focused on the upper-midscale business travel segment, while a new logo features a feather of a Kookaburra bird – a nod to the brand’s Australian roots. A new slogan “Rest Today for a More Productive Tomorrow” targets corporate travellers, while key product offerings will include comfortable beds, fast check-in and check-out and ergonomic work spaces. All Country Comfort hotels will also offer free Wi-Fi and local calls.
All existing Country Comfort hotels will now undergo a rebranding process, over a 12-month transitional period. SilverNeedle currently has an inventory of approximately 1,000 Country Comfort rooms.