Crown rebadges flagship Singapore property


SINGAPORE - Crown Hotels & Resorts today announced that it would rebadge its flagship property located in the centre of the famous Orchard Road business and shopping district.

The 311-room hotel will be renamed the Crown Hotel at Orchard, following the expiry of the company's franchise agreement with Prince Hotels, Japan in December last year.

"The rebadging exercise will have no impact at all on day-to-day operations. The franchise agreement allowed us the use of the "Prince" name only.

"All of the operations people and local and international marketing personnel are Crown staff," said Irene Lim, vice president, sales and marketing, Crown Hotels & Resort.

"We also have an excellent and loyal client base comprising a good mix of business visitors and tourists. I am confident that we will see the Crown brand grow from strength to strength."

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