The change echoes the transition of the group’s hotels under one cohesive identity, with creating meaningful connections at the core of the brand’s values.
Formerly known as The QHotels Group, the new name for the collection of 21 hotels and resorts across the UK has been influenced by the decision to clarify the collective brand identity under one umbrella. Now called The QHotels Collection, the company has been working tirelessly over the past 18 months to define their positioning in the hospitality industry moving forward.
Richard Moore, Group Chief Executive said, “Alongside the new look and feel, The QHotels Collection is committed to investing in the current hotel portfolio and growing its presence in the UK through selective opportunities. This announcement represents an ambitious and exciting change in direction for the group.”
The brand change starts at surface level with a gradual series of cosmetic changes; a new look, new logo, new fonts and fresh new colour palette to tie it all together. However, the real change runs deeper to create and maintain meaningful connections for guests and team members whilst maintaining the unique soul of each establishment through atmosphere, service and people.
