BridgeStreet rebrand aims to address sector fragmentation and consumer expectation

George Sell George Sell Uploaded 07 January 2014

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US: Major serviced apartment operator BridgeStreet has been rebranded and is now known as BridgeStreet Global Hospitality.

The company says the rebrand introduces "an industry-leading family of brands including six distinct serviced apartment experiences ranging from six- to two-star products".

The rebrand was designed to address sector-wide challenges, including fragmentation and a lack of service offering consistency, historically creating a barrier between consumer expectations and the end product, as detailed in this year's HVS 'Here to Stay' Report, says the company.

BridgeStreet Global says it is pioneering the move to generate a common language within the serviced apartment segment, creating transparency and a clear product understanding for consumers and clients.

Chief executive Sean Worker said: "BridgeStreet Global Hospitality conforms to consumer aspirations and expectations of how a brand should communicate and interface with them. With our goal to provide inspiration to evolve the serviced apartment sector, BridgeStreet is conforming to the travel language our consumers, employees and supply chain can easily understand, along with a degree of sophistication."

BridgeStreet Global Hospitality has six brands:

• Exclusive by BridgeStreet: "Exquisite six-star quality provides guests with the ultimate red carpet treatment at iconic, signature buildings in key international locations."

• Residences by BridgeStreet: "Five-star luxury residences that are sophisticated, but not stuffy, provide impeccable personalised service combined with unsurpassed amenities, resulting in memorable, effortless experiences in prime city centres."

• ApartHotels by BridgeStreet: "Four-star experiences for the new generation - travellers who are social, connected and always on the move - bringing together the authentic hospitality of a locally grown, full-service hotel and the freedom, space and comfort of apartment living."

• Living by BridgeStreet: "Spacious, stylish, and practical four-star accommodations in a more casual residential setting that offer travellers an independent lifestyle with plenty of space to work and relax."

• Places by BridgeStreet: "Giving young professionals and families exactly what they need without extra frills, this three-star brand offers a no fuss, affordable approach to a fresh, bright and reliable serviced apartment experience."

• Stüdyo by BridgeStreet: "Providing life's essentials at a budget price, this two-star brand is equipped with fully functional kitchens and on-site laundry, offering a place to sleep, eat, work and relax."

www.bridgestreet.com

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