Make the name on the door a powerful summary of your company’s scope, strengths and strategies for success.
It’s hard to know when a company is ready to rebrand. The name “Remington Hotels” pigeonholed us exclusively in the hotel management space. With new and expanded expertise within our team, more diverse, complex lodging assets in our portfolio and the decision to set our sights on strategic expansion internationally, we felt it was the perfect time to rebrand to Remington Hospitality.
For many years, Remington has been widely known as a hotel management company with a best-in-class culture whose true north is associate, guest and owner satisfaction. We are very proud of the growth and expansion we’ve seen in the past few years. With our robust development pipeline, we knew we were on the verge of unprecedented growth – growth in hotels under management, product and service offerings, associate talent, geographies and customer segments. With this growth, we are much more than a hotel management company, and we wanted to convey that within our marketplace.
Remington’s expansion into other hospitality verticals, including wellness-focused resorts, larger independent properties and experiential restaurant, bar and event venues, signaled a need to be more inclusive of all our hospitality offerings and hone in on the future direction of our organization. “Remington Hospitality” was the single, clear leader when considering a new name.
First and most obviously, hospitality is what we do. It’s at the heart of our business. The new name reinforces our dedication to continuous improvement and innovation as we strive to exceed expectations and provide memorable experiences. Whether greeting a hotel guest with a heartfelt welcome at check-in, crafting custom experiences at our wellness-focused resorts, or recommending the perfect wine pairings for a milestone life celebration, hospitality is at the heart of all we do.
Remington has consistently delivered industry-leading business performance for a diverse portfolio of hotels. The vision for Remington Hospitality is to continue being an industry trendsetter across an expanded portfolio and verticals, including luxury and independent lodging, wellness travel, specialty accommodations and beverage and food experiences. With our new name and updated brand, we aim to redefine our identity, highlight our enhanced services and capabilities, and establish a distinct position that sets us apart from our competitors.
Putting a focus on other verticals
We’ve seen wellness travel gain immense popularity in recent years. The growing importance of self-care and overall well-being is a trend many of us at Remington hold as personal values. We recognize and appreciate that in today's fast-paced and stressful world, it’s essential to seek ways to escape the pressures of everyday life and prioritize physical, mental and emotional health.
When your current name, logos, and other assets no longer fully embody the essence of your company, it becomes crucial to evaluate whether your brand still effectively represents your organization thoughtfully.”
Mauri Berry
Wellness travel offers a perfect solution by providing dedicated spaces and time to relax, rejuvenate, and focus on self-improvement. Whether indulging in spa treatments, practicing yoga and meditation, engaging in outdoor activities, or exploring holistic healing practices, wellness travel offers a comprehensive approach to self-care. It allows us to disconnect from technology, reconnect with nature, and engage in activities that promote balance, mindfulness, and personal growth.
Beyond traditional wellness resorts, travelers are looking for genuinely unique experiences. Glamping is rapidly gaining popularity as a travel trend, and we see it as a differentiator for Remington. As early adopters in the glamping trend, our mission is to offer unique and luxurious outdoor experiences that allow travelers to immerse themselves in nature while enjoying the comforts, service, and amenities of a hotel. We aim to harness the allure of glamping to combine adventure and relaxation, allowing guests to disconnect from the hustle and bustle of everyday life while still indulging in high-end accommodations, stunning surroundings, and unique lodging options.
When is it time for a rebrand?
When your current name, logos, and other assets no longer fully embody the essence of your company, it becomes crucial to evaluate whether your brand still effectively represents your organization thoughtfully. Undertaking a comprehensive rebranding may seem like a daunting task, but there are several key factors to consider:
1. Ensure the new or refreshed brand is distinctive, relevant and harmonious with the company's values and objectives.
2. Take into account the brand's existing equity and customer recognition, as well as legal trademark considerations.
3. Craft tailored messaging for various stakeholders, such as associates, key partners, customers, and industry peers.
Hospitality rebranding 101
Once your team has determined it’s time to make a change, the first step is to assess your “why.” What values and objectives would you like the new brand to reflect? Then, it’s time to think about the new name that best encapsulates the feeling you want guests, associates and owners to feel when they hear your name. After landing on the perfect name, thinking through new visual assets is essential. While unintentional, our company initials remained the same; therefore, we didn’t need to change our primary logo but updated our company email signatures, social media accounts, etc.
Simultaneously, creating messaging and preparing to amplify the news to the broader world is paramount. It’s not enough for the internal team to understand the company’s new direction and messaging.
It has been approximately a month since Remington Hotels transformed into Remington Hospitality, and we are incredibly enthusiastic about the promising future that awaits our repositioned company. If your organization is contemplating a strategic repositioning, we encourage you to embrace this leap of faith. It will undoubtedly yield long-term benefits for the business and its stakeholders.
Mauri Berry is vice president of digital marketing, Remington Hospitality, Dallas.
The opinions expressed in this column do not necessarily reflect the opinions of Hotel Investment Today or Northstar Travel Group and its affiliated companies.