Raffles International Limited (RIL announced this week that four of its landmark Raffles brand hotels - Hotel Vier Jahreszeiten Hamburg, Brown`s Hotel London, Hotel Le Royal Phnom Penh and Grand Hotel d’Angkor Siem Reap - will bear the “Raffles” name from 18 March 2002.
They will be renamed Raffles Hotel Vier Jahreszeiten, Raffles Grand Hotel d`Angkor, Raffles Hotel Le Royal and Raffles Brown`s Hotel. This is in line with RIL`s strategy to consolidate the brand identity of its landmark and premium hotels and create stronger brand recognition and recall.
The renaming comes five years after the four hotels became wholly owned by Raffles Holdings Limited and managed by RIL.
Mr Richard Helfer, Chairman and Chief Executive Officer of RIL explains, “It is not our style to simply place our name on landmark properties without first earning the respect and acceptance of our stakeholders, which include guests and the community we operate in. Moreover, we would need to consider if this action fits in with our overall brand strategy.” The time taken in renaming these four hotels reflects the emphasis Raffles International management places on values such as the ability to deliver on our brand promise, respect for history and heritage, and sensitivity to the community, Mr Helfer reinforces.
Those actions undertaken by RIL to elicit stakeholder consent include capital programmes ranging from restoration of the properties, opening of training centres in countries such as Cambodia, to involvement with community in supporting endeavours such as the arts and charity. Prestigious awards won by these hotels under RIL in the last five years bear witness to the industry and community`s vote of confidence in its management.
Mr Helfer added, “We`re mindful of the value of the past. By adding the Raffles name to the original names of these four hotels, we have now added a sublime detail and a stronger brand element that meld together a collection of distinctive properties that share similar attributes of timeless elegance, classic style and fine tradition.”
The worldwide announcement of the name change will be augmented by direct mail, advertising and promotional activities, including contests. Other activities in the pipelineto publicise this change include RIL-sponsored events at the International Tourisme Bourse (ITB) Show in Berlin, a major hospitality trade show for hotels and vendors of hospitality goods and services in Europe.