Quality Hotels brand refresh underway across Asia-Pac

The new Quality branding rolling out in Asia Pac, showcased at the Quality Hotel Wangaratta

Connecting people and delivering value to guests is the ethos behind the Quality Hotel brand refresh, which has begun to rollout across the Choice Hotels Asia Pacific network.

Choice Hotels Asia Pacific CEO Trent Fraser said Quality franchisees have embraced the modern branding in the region, which reflects the optimism across the mid-scale brand as travellers return to market.

“They are universally proud to be Quality Hotel franchisees, renowned in the midscale hotel market for providing affordable stays that allow guests to relax and focus on what really matters when you travel: memorable experiences,” he said.

Hotel owners are beginning to transition their signage to the new logo now, and guests can expect to see the new brand logos over the next two to three years on each hotel’s exterior and on digital and social channels, including the Australia and New Zealand properties at choicehotels.com.

Four showcase properties transitioned to the new Quality look in Australia earlier in the year, and it is expected 25 percent of Quality hotels will have the new branding in place by Christmas.

Quality Resort Sorrento Beach, Western Australia, was one of the first hotels to transition to the new look, bringing the fresh strong branding to the popular coastal holiday location north of Perth.

Quality Hotel Robertson Gardens, Brisbane, is a former Comfort Hotel property, which has undergone a full refurbishment and rebrand, relaunching in May with the new look Quality signage.

Quality Apartments Castle Hill, Sydney, joined the Choice Hotels group in March, implementing the new brand at the conveniently located 81-room north-western Sydney property.

Quality Hotel Wangaratta Gateway, Victoria, which has been with Choice Hotels for 27 years, was one of the first regional Victoria hotels to install the new signage, which was completed in July.

Mr Fraser said the group had evaluated the needs and expectations of consumers in the Asia-Pac region as they return to travel post pandemic.

“The turbulence of the last two years has changed the way we value travel. Working from home gave many of us a new appreciation of work life balance and now we’re seeing subtle changes in the needs of our business and corporate guests, with in-room office setups, apartment accommodation for longer stays, and larger room requests to allow work trips to extend into long weekends,” he said.

“Superior amenities, top-tier restaurants and modern recreation facilities are important when you’re away from home for work, as is excellence in customer service, and these are elements that are part of the Quality Hotel chain experience,” he added.

Quality is a brand that is about getting your money’s worth, providing comfortable rooms with all the amenities guests expect – breakfast, free Wi-Fi, and genuine service from professional, responsive, and genuinely friendly staff.

“Holiday time and connecting with family around the country carries so much more value and are occasions that we really look forward to. This time is more precious and memorable because of the time spent apart,” he said.

“So, when we do get to travel, we want to know and trust the properties that we are staying in.”

Mr Fraser said the updated logos represent Choice’s leadership across the midscale hotel brand market – familiar, trusted brands with a fresh and modern look.

Click here to learn more about the Quality brand.

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