The Residency Hotels introduces New Brand Identity

By BW Hotelier SOUTH INDIA-based The Residency Hotels has undergone a rebranding process. The hotel chain undertook a two-year long introspective journey which has resulted in three phases of future business ’ investment, renovation and upgradation of services. A combination of modern technology initiatives, upgradation of human resources through intensive training methods has strengthened operational processes which in turn will help in sustaining growth in the city specific market leadership that the brand has built over the years. B Gopinath, COO, Residency Hotels, said "Main purpose of rebranding is to create a different identity in the market. We have re-invented to meet the ever increasing demands of the new age guests through upliftment in technology, manpower and training." The new brand positioning ’Hospitality with Heart’ and core values have been embraced to make enduring changes in guest experience. This brand invigoration will inspire the journey ahead along with requisite investments in technology, training and manpower. The group is confident that this exercise will improve its occupancy, average room rate and to retain its leadership position. The group has worked with Ray+Keshavan (Brand Union, South Asia’s leading branding firm). The inside out cultural transformation driven through the branding initiative has changed the internal processes and guest centric touch points. This new identity will satisfy all of the existing expectations of what the original logo stands for while simultaneously moving the brand forward to acknowledge the maturity, functionality and diversity of the hospitality trade. With five operational properties, the group is coming up with a premium property at Pondicherry. The hotel will have 71 rooms and suites and two state of the art food & beverage outlets apart from leisure and banquet facilities. Further the group will shortly come up with hotels at Mysore and Madurai at prime locations. Photo caption: (Left to Right) Rohit Ravi, Director; Ravi Appaswamy, MD and B Gopinath, COO, The Residency Hotels.