Hotel company Millennium Hotels and Resorts is refreshing its brand in line with its growth and expansion. Its once-gold logo is now reflected in red to represent reinvigoration of the brand.
Hotel
company Millennium Hotels and Resorts is refreshing its brand in line with its
growth and expansion. Its once-gold logo is now reflected in red to represent reinvigoration
of the brand.
“Of
course, that’s bolder. It’s also brighter and invokes a certain character,
dignity. Also, it connotes luck and has an association with our heritage, the
Chinese heritage of the owners,” said Bhupesh Yadav, chief business and
administration officer, Millennium Hotels and Resorts,
The
group has also adopted a new tagline: “More than meets the eye”. Yadev
believes, “It reflects the times in which we are operating, and also in terms
of meeting the expectations of the people.”
The
hotels will be grouped and rebranded into three collections, Millennium Copthorne and Leng’s.
Millennium will embrace
corporate hotels that focus on MICE, while Copthorne will be regional hotels
that focus on leisure and corporate, less on MICE. The Leng brand highlights
heritage and designer influenced hotels. The Leng brand will debut in the UK
next year.
The brand pays tribute to legacy of the Leng generation of the Kwek extended family, including Chairman Kwek Leng Beng who has been chairman of Millennium & Copthorne Hotels since its incorporation in 1995.
The
rebranding that has kicked off in the US and the UK will take place within a
year in Asia. The brand refresh goes hand in hand with the refurbishment of the
properties in those regions.