Australia: Quest has revealed a $10 million rebrand and is now called Quest Apartment Hotels.
The rebrand was unveiled to 300 delegates at the company's
national franchisee conference this morning. Rolling out across the
network of over 150 Quest properties across Australasia, the
rebrand comprises "a modernised logo, updated building signage, an
ongoing commitment to continually raise the bar in apartment hotel
design and fit out standards, stylish contemporary uniforms and an
invigorated franchisee spirit providing a personalised guest
experience for tomorrow's business traveller".
Supporting the rebrand will be a national multi-channel consumer advertising campaign focused on the frequent business traveller.
CEO Zed Sanjana said: "Our franchising model is our competitive advantage - providing a unified front which ensures consistent delivery of a world-class guest experience. Market leadership is about continuous evolution; it is vital we lead the industry in meeting the needs of tomorrow's business travellers. We are modernising and future-proofing the brand, continuing to speak directly with our guests to ensure we understand their needs in terms of location, product and experience, and adapt accordingly."
"Quest is unique to the accommodation industry
in that every property is purpose-built to deliver a superior
experience. As guests have changed, so has our apartment design and
aesthetic, providing flexible, open- plan and intuitive living
spaces, which reflect a premium lifestyle while enabling guests to
be completely at ease."
"We are committed to an ongoing refurbishment program to align this premium standard of accommodation across the Quest network, with six refurbishments completed in the past 12 months and another six scheduled for the coming year. Furthermore, we have de-branded a number of properties that no longer met our high brand standards, ensuring consistency across the guest experience," he added.
Quest says its properties are becoming larger, with CBD locations now featuring 100 rooms or more, and regional properties around 80 rooms. A third of Quest apartments are now studios.
The company has opened an average of eight new properties each year over the last decade. During the coming 12 months, 14 new locations are scheduled to open.