The rebranding is the first major change to Royale Chulan & Bintang since it was founded in 2004 by Boustead Hotels & Resorts Sdn Bhd (also the owner), a subsidiary of the diversified public listed conglomerate Boustead Holdings Berhad.
The Royale Chulan & Bintang Hotels & Resorts Malaysia has rebranded as Royale Chulan Hotels and Resorts, to streamline the names of the hotels under its group and to enable guests to easily identify each property.
The rebranding exercise involves the eight hotels in the group, all now under a unified brand name.
They are Royale Chulan Kuala Lumpur (formerly The Royale Chulan Kuala Lumpur), Royale Chulan Damansara (formerly The Royale Chulan Damansara), Royale Chulan Bukit Bintang (formerly The Royale Bintang Kuala Lumpur), Royale Chulan Seremban (formerly The Royale Bintang Resort and Spa Seremban), Royale Chulan Penang (formerly The Royale Bintang Penang), Royale Chulan The Curve (The Royale Bintang The Curve), Royale Chulan Cherating and Royale Chulan Hyde Park in London.
The rebranding is the first major change to Royale Chulan & Bintang since it was founded in 2004 by Boustead Hotels & Resorts Sdn Bhd (also the owner), a subsidiary of the diversified public listed conglomerate Boustead Holdings Berhad.
The hotel group said despite the rebranding its core mission and values remained the same – a local hotel group championing the traditions of Malaysian hospitality.