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Domina Unveils New Corporate Identity

Domina Hotel Group has launched its four new hotel brands, which will add up to over 250 properties to the group’s portfolio by 2015. Domina Hotel Group has set out a new corporate identity for the holding Domina Hotel Group, whose Chief Executive Officer is Francesco Borrello, as well as naming the brands that relate to the four types of hotel chains.
The design process for the creation of the logos, the corporate identity and the materials for all the hotels is going ahead in partnership with Leo Burnett.

The first brand, Domina Inns aims to define a style of functional hotels, designed to meet the needs of business travellers as well as tourists on a budget but still looking for all the facilities and amenities associated with an international brand.


The Domina Hotels brand is positioned one level up. There will be no check-in or check-out formalities; the rooms will be provided with every hi-tech facility, and designed for maximum relaxation and the ability to respond swiftly to the guest’s every demand.



Royal Media is the brand dedicated mainly to business travel, and has thus made technology its point of excellence. Thanks to their exclusive proprietary technology, Royal Media hotels can be described as intelligent buildings. In every room, clients will be linked to a videoconferencing system, will receive news broadcasts and newspapers from around the world, will be able to surf the Net and send and receive emails without connecting their laptops. All this will be accessible with, at most, three clicks of the mouse.


The highest level of luxury within the Domina Hotel Group is represented by the Richmond Grand brand. This is the most ambitious challenge for the group: the creation of a new philosophy of hospitality, offering the very highest levels of care and attention to its guests. The tailor-made service aims to set new standards in hospitality.

Founded in 2000, the Domina Hotel Group has 49 hotels based in 18 different locations over 3 continents. The group, which already has 7,502 available rooms, intends to continue its worldwide expansion and reach 250 hotels by the end of 2015.