Brand repositioning for SilverDoor and Citybase

George Sell George Sell Uploaded 04 August 2017

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UK: Serviced apartments agents SilverDoor and Citybase Apartments have announced a new focus for the respective brands.

SilverDoor Apartments will continue focusing solely on booking serviced apartments for corporate clients, while Citybase Apartments will handle all non-business and leisure stays.

Imogen Brettell, operations director at Citybase Apartments said of the news: "It's long been recognised internally that our approach to managing different types of guest varies depending on the reasons for travel and the guests' priorities."

"This formal focusing of our brands will simply clarify this distinction and allow each brand to continue to communicate effectively, specialise, and develop relationships and expertise to help us maintain our position as the world's leading serviced apartment agent. We will continue to offer a market-leading worldwide portfolio of over 170,000 serviced apartments, the best rates and sophisticated technology designed specifically to make choosing, comparing and booking apartments quick and simple - whether people choose to do this online, or over the phone."

SilverDoor bought Citybase in May last year. Both brands will continue to operate out of the firm's London headquarters and Lancaster city centre offices, where over 100 apartment experts service major corporate accounts and leisure enquiries from all over the world. The firm also announced in 2016 the opening of a new APAC office in Singapore.

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